New Zealand exporters are losing more than $9 billion a year to non-tariff barriers, with ExportNZ arguing that a sharper government focus on identifying and removing unnecessary trade obstacles could help unlock the economy.
The organisation says non-tariff barriers (NTBs) including certification requirements, technical standards, labelling rules, customs processes and regulations that vary from market to market, have become one of the biggest constraints on export growth as tariffs continue to fall away under free trade agreements.
“Tariffs may be easing, but other barriers persist. Exporters face an ever-growing range of certification requirements, technical standards, labelling rules, customs processes and differing regulations across markets,” says ExportNZ Executive Director Joshua Tan.
“These barriers add cost, delay goods reaching customers and make it harder for New Zealand businesses to compete internationally.”
Figures from the Ministry of Foreign Affairs and Trade show at least 83 percent of New Zealand exports are affected by NTBs, which impose annual compliance costs of more than $9 billion. On average, New Zealand products face nine separate non-tariff barriers across the markets they enter.
Tan said even a single technical or certification issue could be enough to make an otherwise valuable market commercially unviable, particularly for smaller exporters.
“New Zealand is a small country exporting from a long way away. Our businesses already contend with distance, freight costs and limited scale. They can’t afford to be hamstrung by over-the-top regulatory requirements that often shift without warning.”
The call for greater action on NTBs is part of ExportNZ’s 2026 Pre-Election Blueprint, Grow Locally, Compete Globally, a 14-point plan setting out recommendations to help more New Zealand businesses compete and grow internationally. The blueprint spans trade and market access, export capability, innovation, investment, skills, digital trade, infrastructure and energy, and was shaped by eight months of dialogue with exporters in-market as part of ExportNZ’s consultation with its members.
Among the sector’s recommendations are a National Export Readiness Programme to help promising businesses enter international markets, an increase in the Research and Development Tax Incentive from 15 percent to at least 25 percent, faster adoption of paperless trade systems, and a long-term National Global Competitiveness Strategy.
“Removing unnecessary barriers is one of the most direct ways the next government can reduce exporters’ costs, unlock new opportunities and grow the wider economy,” Tan says.
“We want to see the next government invest in the specialist technical, legal, scientific and regulatory expertise needed to identify emerging barriers, challenge unjustified measures and resolve issues before they become entrenched.”
The blueprint also calls for stronger coordination between government agencies, exporters and industry organisations to set market-access priorities, alongside more consistent, efficient and customer-focused export certification and regulatory systems within New Zealand.
“Negotiating more free trade agreements is only part of a broader solution,” Tan says.
“NZ must have the capability to defend the access it provides and help businesses convert that access into actual sales. It means we would be better at spotting potential barriers early and influencing international standards.”
ExportNZ Chair David Boyd says the blueprint reflected a consistent message from exporters about what New Zealand needs to succeed in an increasingly complex global economy.
“New Zealand’s prosperity has always depended on our ability to compete beyond our shores. While the trading environment has become more challenging, it is also creating new opportunities for countries that innovate, adapt, and become more internationally connected.
“New Zealand can become one of the world’s most competitive small trading nations, but it will require long-term thinking, coordinated action and genuine partnership between government, industry and iwi.”
Boyd says exporters had repeatedly shown their resilience and ability to adapt, and were ready to seize new opportunities if the right settings were in place.
“Our exporters have repeatedly demonstrated their resilience and ability to adapt. With the right settings at home, they are ready to seize new opportunities, build internationally competitive businesses and create more value, jobs and prosperity for New Zealand.”
Boyd says ExportNZ was ready to work with the next government to turn ambition into action.
“This blueprint provides a practical roadmap for improving the environment in which exporters invest, innovate, employ people and grow. We encourage all political parties to work with business to build a more productive, competitive and outward-looking New Zealand.”
ExportNZ’s 2026 Pre-Election Blueprint, Grow Locally, Compete Globally, is available to download at exportnz.org.nz.
