One industry executive warns New Zealand is not a cheap place to visit, and we shouldn't look to market ourselves to low budget tourists.

The economy relies heavily on the tourism industry for income, but some visitors are finding the country expensive to visit.

Tourism industry Aotearoa Chief Executive Chris Roberts told Mike Hosking that New Zealand should be encouraging high-end tourists and backpackers to New Zealand, but only if they deliver good value.

"There's a very firm focus on getting value from visitors, and it's not a volume game in New Zealand. We're not just going for numbers."

Roberts says the single biggest influence is the exchange rate.

"Our exchange rate is relatively strong, and that means for people covering from their own currenices, New Zealand can seem expensive.

"We'd love to see a 20 per cent weaker New Zealand Dollar to be frank."

LISTEN ABOVE AS CHRIS ROBERTS SPEAKS WITH MIKE HOSKING