Phase 2 · Workforce Data
Understanding New Zealand's outdoor recreation workforce
The outdoor sector has been operating without meaningful workforce data for years. The last sector-specific headcount is from the 2018 Census. This module changes that — combining registry intelligence from the professional directory with an annual workforce survey.
The workforce data gap — officially documented
Last outdoor sector headcount
2,241 guides (2018 Census)
Seven years out of date. No update scheduled.
Workforce development council
Toi Mai disestablished Dec 2025
Functions moved to Services Industry Skills Board. No outdoor recreation workforce intelligence plan published.
Most recent workforce scan
SkillsActive 2020 scan
The most detailed NZ-specific outdoor workforce data available. Now 5 years old.
Two complementary intelligence tracks
The workforce module combines passive registry data (collected automatically as professionals build their profiles) with an active annual survey.
Generated automatically from professional profiles
As outdoor professionals register and build their profiles, the platform generates workforce intelligence without any additional effort from participants.
- Real-time sector headcount — not a 5-year lag
- Qualification coverage rate by activity discipline
- Geographic distribution and regional supply gaps
- Activity discipline breakdown (first ever for NZ)
- Qualification pipeline health (new quals each year)
- Active vs. inactive status (latent workforce size)
Captures what registry data cannot
Two surveys run annually — one for employers, one for individuals — capturing pay, intent to stay, workforce challenges, and career experience.
- Pay rates and wage benchmarks by role and region
- Retention patterns and intent to leave
- Workforce challenges (seasonality, housing, pay)
- Training access and qualification barriers
- Employer staffing levels and hard-to-fill roles
- Diversity: gender, Māori, Pasifika representation
Workforce intelligence dashboard
Sample data — for illustrationRegistered professionals
Active on platform
Hold a recognised qualification
NZOIA, NZQA, or equivalent
Activity disciplines covered
From kayaking to snowsport
Median sector tenure
Before leaving or reducing
Registered professionals by region
% of total registered on platform
Primary activity discipline
% of registered professionals
Employment type
% of survey respondents
Pay benchmarks by role
Annual salary, full-time equivalent (NZD)
Low — Median — High
Key workforce challenges — what survey data shows
report seasonality limits their ability to remain in the sector year-round
cite housing costs in tourism hotspots as a barrier to remaining in their role
say qualification cost was a significant personal financial burden
intend to leave the sector within 2 years — primarily citing pay and career ceiling
Take the workforce survey
Two versions — one for employers and organisations, one for individuals working in the sector. All responses are anonymous. Takes approximately 8 minutes.