The role of Tourism Dunedin is to market the Dunedin region as a 'must see' visitor destination amongst key domestic and international markets and, in doing so, increase the number of leisure visitors to the city resulting in a strong and sustainable tourism economy, creating wealth and jobs for residents.

Tourism is a significant income earner for the city and is Dunedin's second largest industry behind education.

Tourism Dunedin is an independent Charitable Trust, funded by the Dunedin City Council in recognition of the economic importance of tourism to the local economy. Tourism Dunedin is governed by an independent Board of Governors - the Chief Executive is appointed by and reports to the Chair of Tourism Dunedin.

Tourism Dunedin is one of 30 regional tourism organisations in New Zealand and works with the local tourism industry, businesses, event organisers, conference organisers, national and international media, trade wholesalers, inbound tour operators, travel agents, Tourism New Zealand and the Tourism Industry Association New Zealand to gain awareness of and position Dunedin as the Nature and Heritage Destination of New Zealand.

Tourism Dunedin assists export ready operators with opportunities to reach their markets by promoting the city to trade, industry, media and consumers as a desirable visitor destination, both nationally and internationally. Tourism Dunedin develops a Tourism and Convention Planner that includes product from the region, takes part in and initiates road shows around the world and also takes part in New Zealand's largest annual international tourism tradeshow TRENZ, which brings together an extensive range of New Zealand's operators and international tourism buyers from around the globe to showcase product, forge relationships and write business for seasons ahead.