Tourism as a Privilege: Earning and Sustaining a Social Licence – Kiri Goulter, Managing Director at Kiri Goulter Consulting on how tourism thrives only where it is welcomed and why that welcome must be earned.
For a long time, tourism has been treated as a given. A growth industry that just keeps expanding. More visitors. More flights. More beds. More economic activity. But as destinations around the world face growing visitor pressure, community frustration and environmental impacts, a more complex reality is becoming clear. Tourism can only thrive where it is genuinely welcomed. And that welcome must be earned.
This is the essence of social licence in tourism.
Social licence reflects the level of trust, acceptance and support communities give to tourism in their place. It’s informal but powerful. You won’t find it written into legislation, but you will see it in local conversations, media commentary, council debates and, at times, community pushback.
When social licence is strong, communities’ welcome visitors and tourism contributes positively to local life.
When it weakens, the impacts are real – reputational damage, poorer visitor experiences, tighter regulation and, over time, a loss of value.
Finding the Balance
In New Zealand, this plays out in different ways. In high-demand destinations such as Queenstown and the Mackenzie District, congestion, infrastructure strain and housing affordability concerns are now part of everyday life for residents. In response, Destination Queenstown and Mackenzie Tourism actively monitor community sentiment, helping them identify pressure points and where action is needed.
By contrast, many lesser-visited regions want more visitors, but in a sustainable and considered way. The goal is not growth for its own sake. It is growth that communities support, is grounded in local identity, protects the places people value, manages seasonality, delivers higher value per visitor, and meets the expectations of today’s more conscious travellers.
This doesn’t happen by chance. It requires strong leadership, collaborative partnerships across the destination ecosystem, and long-term thinking as set out in each region’s destination management plan.
It also requires investment in place. Investment in place-making, infrastructure and services, and environmental protection so tourism can grow without undermining community support. Without it, pressure builds, frustration grows and social licence diminishes regardless of
intent.
Growing pressure, finite places
Global tourism will continue to grow. International travel is projected to double over the next 15 to 20 years and attractive destinations like New Zealand will feel that pressure.
This makes one question unavoidable: how much is too much?
Asking that question isn’t about shutting tourism down. Community sentiment is an early warning system. Pressure tends to build gradually, and solutions such as infrastructure, housing, transport, water and waste take years to plan and deliver. Therefore, listening early, recognising both the benefits and burdens, and making deliberate choices about what is right for each place, is critical.
From right to privilege
Reframing tourism as a privilege rather than an entitlement changes the conversation. It forces us to ask, what purpose does tourism truly serve? It shifts the focus from tourism as a transaction to tourism as a meaningful exchange, one that enriches both visitors and hosts.
Social licence must be earned, renewed and protected. This means putting communities at the centre. Not as stakeholders to be consulted late, but as partners shaping the future of tourism in their place. It requires having a shared vision, setting boundaries, and balancing promotion with protection.
Communities don’t reject tourism. They reject tourism that ignores them and takes more from a place than it gives.
In a world of growing demand and finite places, treating tourism as a privilege brings our shared responsibility into focus so that we can collectively create the conditions for communities, environments and the tourism industry to thrive.