The Licensing Process

Qualmark awards quality marks only to qualifying tourism businesses reaching the high standard of quality assurance required by the Qualmark licensing system.

Regardless of the type of operation, Qualmark accredited businesses are independently evaluated by a Qualmark Tourism Business Advisor.

Here's how the process works

  1. 1

    Enquiry or Apply to Join

    After you make an enquiry with Qualmark, we will contact you to discuss your business requirements.
    To help provide more details about your business you can also complete our online application form.

    Contact Us
  2. 2


    Your Tourism Business Advisor will contact you before your evaluation date to discuss what will happen on the day, what you need to do to prepare and how we can make the assessment a valuable experience for you.

    Criteria Summary
  3. 3

    On-site evaluation

    Now it’s time for our Tourism Business Advisor to pay a visit and check out your business. The visit will take up to four hours, with opportunities for feedback and discussion. We will also identify opportunities to enhance your business and develop an action plan with you to follow until we see you next.

  4. 4


    Having met the high standards set by the industry you become Qualmark certified. You will receive your report, detailing the result of your evaluation, as well as your Qualmark logo to promote your quality assured business.

Once your business is up and running independent quality assurance should be a natural next step.  As the official mark of quality for the New Zealand tourism industry, joining Qualmark will assure your customers that yours is a professional tourism business that can be trusted to deliver a quality experience. 

The Qualmark quality mark, and the systems that sit behind it, support you to enhance the quality of what you offer, bolster your market position and profile, and attract more profitable customers. 

By looking at all aspects of your business - from cleanliness to the extra services you provide, staff professionalism and management practices - Qualmark helps you strengthen the experience you offer.  It helps you identify where improvements can be made, and to keep you up to date with industry development and visitor expectation. 

Qualmark will help you stand out from the crowd - especially when it comes to growing your profile internationally. 

Qualmark and Tourism New Zealand

Preferential promotion is given to Qualmark accredited operators on Tourism New Zealand's website -

Tourism New Zealand works with Qualmark to help the tourism industry deliver quality holiday experiences to visitors and maintain a high level of visitor satisfaction. Tourism New Zealand's offshore staff also work to raise the profile of Qualmark internationally, so that visitors know to look for the Qualmark logo when they come here.

As part of Tourism New Zealand’s quality strategy, operators must be Qualmark accredited to take part in Tourism New Zealand's international trade marketing events and offshore trade shows. Tourism New Zealand prefer to use operators that carry a Qualmark in their itineraries for media and international travel sellers visiting New Zealand.


  • What are the benefits of participating in Qualmark?

    Qualmark is increasing its focus on helping your business be sustainable from a people, planet and profit perspective.  It will do this by not only assessing your business, but working with your business to ensure your business remains competitive and current in the changing operating environment.  

    Through effective partnerships, a Qualmark accreditation will also position you strongly to be considered for future business.  This could be through the profile and exposure you receive by Tourism New Zealand’s preference to partner with Qualmark operators, or by the higher number of active referrals you receive off due to your elevated listing position, or the acknowledgement that your local i-SITE will give you, or by greater inclusion in key trade partners programmes.  While visitors may not say they visit you because you are Qualmark accredited, rest assured visitors have been more exposed to your product via numerous channels due to your accreditation.    

    In addition, QM will share key insights and learnings gained from Tourism New Zealand, including market readiness and product development advice.

  • What happens if I fail to meet the criteria?

    There are certain requirements around your business' environmental, social performance and safety systems that must be met to maintain your Qualmark status.

    Your Tourism Business Advisor will provide you with expert business help and support to meet the criteria and you will be given a period of time to make the changes. The time allowed to make these changes will vary, with some critical requirements given 4 weeks, while other requirements, a period of 3-6 months may be required to make are certain requirements around your business' environmental, social performance and safety systems that must be met to maintain your Qualmark status.