Why Qualmark?


For New Zealand Tourism Businesses

Qualmark is New Zealand tourism’s official quality assurance organisation, providing a trusted guide to quality travel experiences in New Zealand.

Qualmark helps businesses become more sustainable from a people, planet and profit perspective.

We do this by not only assessing your business, but working with you to ensure your business remains competitive and current in the changing operating environment.  

The onsite assessment is conducted by a tourism expert, so you get lots of great feedback, ideas and opportunities to ensure the experience you deliver is constantly improving.

A Qualmark logo is that final seal of approval that signifies your experience is one of the most high-quality experiences New Zealand has to offer.

And because we know that consumers and trade value an official accreditation mark, it also means you will be positioned to be considered for future business with more exposure of your product via numerous channels.

For Consumers and Trade

When we talk to consumers and the travel trade, they tell us they like that Qualmark is trusted, independent, backed by leading industry associations and is an endorsement of visitor activities, accommodation, service and transport providers that deliver a pure New Zealand experience.

Our regular onsite visits mean we review elements that are critical to delivering an exceptional visitor experience.

Only those businesses that are delivering a quality sustainable experience, who have undergone an independent safety check, and showcase true New Zealand hospitality, are recognised through a Qualmark award.

A business displaying a Qualmark award means you can book with confidence and peace of mind that the experience you are choosing is one of the most trusted and sustainable experiences in New Zealand.


The Criteria, The Process, The Benefits

Learn more about why over 2,000 tourism business choose to become endorsed by Qualmark.


About the quality mark

The Qualmark quality mark incorporates the official stylised fern - the brand of New Zealand.  It's the same fern worn with pride by many of our sports teams.  Within the tourism industry, you'll find this official fern associated with all of Tourism New Zealand's international promotional programmes, i-SITE visitor information centres and with quality assured tourism businesses that are part of the Qualmark licensing system.  So for tourism, it demonstrates the commitment to provide the best possible experiences for domestic and international travellers.

To help travellers understand the breadth and depth of what Qualmark stands for, we have highlighted the three key pillars of our story


 Light Footprint

An environmentally friendly and holistically sustainable experience


Safe & Sound

Where safe principles and practices are part of every experience


 Warm Welcome

Where you will always find a genuine welcome and true New Zealand hospitality