How Qualmark Works

How Qualmark Works

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

Tourists looking at expansive natural scenery


The Qualmark accreditation can provide a real boost to your tourism business marketing here and overseas.

Two tourists digging own pools on Coromandel's Hot Water Beach

Perception in the travel market

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

Only businesses that deliver a quality sustainable experience, ones that have undergone an independent evaluation, and showcase true New Zealand hospitality, are recognised through a Qualmark accreditation.

To earn the accreditation, all you need to do is meet our Sustainable Tourism Business criteria.

The Qualmark accreditation

The Qualmark accreditation incorporates the official stylised fern - the brand of New Zealand. Within the tourism industry, you'll find this official fern not only associated with all quality assured tourism businesses that are members of Qualmark but all of Tourism New Zealand's international promotional programmes and isite visitor information centres.

Overview of components of Qualmark mark

To help travellers understand what Qualmark stands for, we've highlighted our three key components.

Light Footrpint icon

Light footprint

An environmentally friendly and holistically sustainable experience

Safe & Sound icon

Safe and sound

Where safe principles and practices are part of every experience

Warm Welcome icon

Warm welcome

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

Backpackers walking along waterfront towards forestry

Sustainable Tourism Business criteria

The Sustainable Tourism Business criteria sets out what we use to evaluate your business as Bronze, Silver or Gold. Refined to be fit for purpose and sector specific, the accreditation is highly recognised, credible, and trusted by travellers around the world.

Find out more
Marahau Sea Kayaks kayakers on The Abel Tasman National Park’s crystal clear water

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