Two leading visitor industry organisations have announced a proposal to integrate into a single strong, high profile, well resourced association.

The Tourism Industry Association New Zealand (TIA) and the New Zealand Hotel Council (NZHC) aim to have the new integrated Association in place by 1 April 2012.

TIA Chairman Norm Thompson says the move has come about as a result of recent discussions. The Boards of both TIA and NZHC have separately discussed and unanimously agreed to endorse the process, and are now consulting their members.

NZHC Independent Chair Jennie Langley says the aim is to create unified, highly focused leadership for the visitor industry, maximising its voice and influence over central and local government, and other decision makers.

"The need to ensure there is a well-connected industry association to deal with decision makers and to shape the success of the industry has never been greater," Ms Langley says.

The proposal would see current members of NZHC integrated into TIA, with TIA providing a new dedicated hotel sector resource. Both TIA and NZHC members will retain all the benefits and services they currently receive. Further enhancements to these will be developed in coming months.

Ms Langley says the hotel sector is a significant contributor to tourism in New Zealand, with NZHC representing the interests of over 130 members throughout New Zealand, including international chain, large independent and privately owned hotels. NZHC members employ 11,000 staff nationally, with annual revenues of more than $866 million.

"We are confident the integration will be of significant benefit to all members as well as the wider visitor industry. The hotel sector is already represented on the TIA Board and as part of the change to an integrated organisation, the TIA Board will consider a name change for the new Association. It will be seeking members' support before any final decision is made," Mr Thompson says.

Discussions with a range of other tourism industry organisations are also underway, with a view to finding further opportunities to integrate, the two chairs say.