New Zealand tourism industry receives $158 million boost over the next four years.
New Zealand Update
Prime Minister and Tourism Minister John Key’s announcement that the May 2013 Budget includes an extra $158 million for the tourism industry over the next four years indicates its importance to New Zealand’s economy.
“I can advise that the package of funding will accelerate the work already underway in attracting high value tourists, and supporting and growing emerging and existing markets,” Mr Key said.
The extra funding includes a $34 million boost for business events, including conferences, conventions and exhibitions, and $20 million to attract luxury travellers.
The funding will also see the creation of the Tourism Growth Partnership, a co-funding model designed to bring the Government and the tourism sector together.
Visitor Numbers New Zealand welcomed 2.6 million visitors for the year ended March 2013.
A Growing Market China is emerging as an ever more significant market for New Zealand tourism. In the year ending March 2013, visitor numbers out of China grew 31.2%.
Economic Impact In the year ended March 2012 tourism generated $9.6 billion of revenue and was 15.4 per cent of export earnings. It was 3.3 per cent of gross domestic product and employed 6.2 per cent of the workforce.
Reflecting an international trend towards more sustainable lifestyle choices, New Zealand is increasingly becoming even more ‘clean and green’. The Qualmark Enviro label reflects the growth of this trend. Rejuvenating vacations that embrace relaxation and indulgence are growing in popularity – a reflection of the need to recover from the stresses of busy modern lifestyles. The New Zealand Government has added an extra $20 million to the tourism budget to attract luxury travellers. You only have to turn on the television to be reminded of the rise and rise of a popular interest in all things culinary. New Zealand’s abundance of fresh produce makes this a natural place to attend a cooking school or taste fine wine and food. Unique experiences are an essential component of travel for many visitors. As a destination, New Zealand delivers on this need with many elements that will not be encountered anywhere else in the world: Maori culture and native wildlife provide numerous opportunities to create unique travel experiences. Tourism New Zealand launches social media campaign 100% Pure Choice in Australia following the positive attention New Zealand’s gay marriage vote received.New Zealand on Show
Trade events are an excellent way for industry members to meet New Zealand travel operators and learn about New Zealand travel products.
TRENZ Tourism Industry Rendezvous New Zealand is an annual event for international travel buyers. The 2013 event took place in Auckland in April. Typically, around 270 New Zealand tourism operators attend for four days of business-to-business activity. To learn about TRENZ in 2013, visit www.trenz.co.nz
Kiwi Link Members of the New Zealand tourism industry visit selected markets to meet and educate a targeted audience of travel industry wholesalers and retailers. Events are scheduled to run about every 18 to 24 months. Presentations are held individually or in small groups, making these an excellent way for trade members to extend their New Zealand product knowledge. Find out more at www.newzealand.com/travel/trade/training/training-for-your-business
Tourism New Zealand Campaigns
South Island Road Trip Following the success of the 2011 South Island Road Trip the 2013 re-tread, launched in January, promotes self-drive holidays to the 18 – 29 and 50+ Australian demographics, injecting the campaign with the 100% Pure New Zealand branding magic.
100% Middle-earth, 100% Pure New Zealand Invoking the magic of Middle-earth, Tourism New Zealand’s Hobbit/Rings-based campaign, launched in August 2012, teamed stunning Kiwi countryside with Middle-earth themed narration. A collaboration between TNZ, Warner Bros. Pictures, Wingnut Films and Air New Zealand, the campaign follows the highly successful 100% Pure New Zealand campaign of 2000.
Tourism Export Council of New Zealand: Update
We talk to Lesley Immink, CEO of the Tourism Export Council of New Zealand.
The name brand change in 2012 from Inbound Tour Operators Council to the Tourism Export Council of New Zealand has been well received by industry operators, organisations, key local and national government agencies. Including the word ‘tourism and export’ into our name change has added value to the understanding of the tourism industry and connected the dots of why tourism is a valued export industry to the country.
New for 2013 is the start of the Department of Conservation (DOC) Guiding Concession agreement between Full Members and the Department of Conservation. Being a ‘DOC approved’ inbound tour operator is an asset for members and encourages further visits to the DOC estate for visitors who are here in New Zealand.
Congratulations to the 2012 Operator of the Year Award recipients. This is a prestigious and much-sought after award which recognises excellence and an outstanding visitor experience.
The 2012 award winners were:
Pacific Destinationz – Inbound Tour Operator of the Year (Full Member), and
Scenic Hotel Group – Tour Operator of the Year (Allied Member).
