The purpose of this qualification is to provide the tourism and travel industries with individuals who can contribute to, and lead the effective implementation of processes in the tourism industry and proactively support and enhance the visitor experience, and through their skills and knowledge uphold the importance of tourism to the New Zealand economy. The qualification will benefit the community by enhancing New Zealand’s tourism visitor experiences and bringing economic benefits to the country. 

Graduates will be able to deliver, and assist in supporting the delivery of, a quality visitor experience across a range of organisations in the tourism and travel industries. Their applied skills and knowledge will require taking full responsibility for the nature, quantity and quality of outcomes, and they may also have responsibility for leadership in developing and guiding strategic business direction in the tourism and travel industries.

Indigenous values of manaakitanga and whanaungatanga in relation to travel and tourism may be encompassed in the holistic outcomes of this qualification.