Twenty years ago, New Zealand introduced an almost neutral goods and services tax (GST) that, in many respects, is still widely recognized as international best practice. Nonetheless, the GST has a low university teaching and research profile in New Zealand. At the recent 20th anniversary conference, many suggestions for future research and work on the VAT/GST were made. In view of the results of the conference, the author concludes that there are good short and medium-term reasons for policymakers, professionals, administrators, researchers and educators in all VAT/GST countries to pay more attention to the tax. After an introduction, the article discusses the low profile of the New Zealand GST, raising the profile pf VAT/GST teaching and research, double VAT/GST agreements, international VAT/GST guidelines (OECD), and transfer pricing.