Hit hard by the economic downturn, the industry was well placed to emerge stronger than before, he said.
Dr Coleman likened the annual tourism event to "speed-dating", with New Zealand tourism operators touting their wares to international buyers. More than $2 billion worth of business is expected to be done at the annual tourism business event.
The decision by Prime Minister John Key to take the tourism portfolio recognised the importance of the $20 billion industry, Dr Coleman said.
Tourism New Zealand chief executive George Hickton said despite the downturn, there were numerous positives emerging, including the Australian, ski and youth markets.
While the traditional markets of Germany, the United Kingdom and the United States were not expected to grow, it was increasingly important to hold market share from those countries.
Arrivals from Asia were expected to remain steady, with China viewed as a potentially lucrative market.
Tourism Industry Association chief executive Tim Cossar said despite the economic doom and gloom it was "not the time for New Zealand Inc to give up on its marketing".
Central to the marketing message for New Zealand was its "100% Pure" campaign, which turned 10 yesterday.
Otago tourism operators yesterday reported a better-than-expected response from international buyers at the conference.
One new exhibitor, Orokonui Ecosanctuary, generated much interest, general manager Chris Baillie said.
"It has been great. A good range of people from all sorts of countries are interested in what we are doing."
Destination Queenstown chief executive Stephen Pahl said comments from Queenstown operators regarding potential buyers were "very positive" and there were more buyers around than anticipated.
Millbrook director of sales and marketing Kim Carpenter said demand was "picking up".
Oamaru Blue Penguin Colony manager Jason Gaskill said awareness of the region had helped with sales.
Monarch Wildlife Cruises and Tours owner John Milburn said despite a decline in overseas tourism numbers, "We are looking pretty OK."
