The Labour Minister says it is up to the adventure tourism sector to ensure it has world-class safety standards.
Simon Bridges was addressing the Tourism Industry Association in Wellington on Friday morning.
He says the 1 November deadline for adventure tourism operators to be audited and registered is non-negotiable.
Mr Bridges says New Zealand is renowned for its adventure tourism and that reputation must be protected.
He says it is the responsibility of individual operators to prepare themselves for auditing and registration.