Tourism industry urges care over mining effects

Tourism industry urges care over mining effects on international branding

New Zealand’s national parks are anchors of the international perception of this country’s green and clean image. Additional mining of these parks could potentially harm our reputation, affecting not only tourism but many other industries, the Tourism Industry Association (TIA) says in its submission on the Government’s mining proposals.

“Like the general public, TIA members are divided on the issue of mining,” says TIA Chief Executive Tim Cossar. “Some consider it an opportunity for New Zealand to grow its economic wealth base; some consider it will impact negatively on the tourism industry and therefore the reputation New Zealand has carved out for itself in world tourism markets.”

“We are not against mining, but TIA members do generally oppose new mining in national parks. Members have also told us that mining on Schedule 4 land outside those parks needs to be carefully considered on a case by case basis with careful Resource Management Act controls.

“The real opportunity created by the Government’s mining proposal is that we can now have a structured debate about the values that will underpin New Zealand’s future brand and how this country wants to be positioned 10 to 50 years from now,” he says.

New Zealand has a reputation as a country that produces products and experiences with environmental integrity. The image of pristine open spaces is central to this. National parks are core to that image and something that New Zealand has been a world leader in developing. Over the last 10 years, the 100% Pure New Zealand marketing campaign, along with images from movies such as Lord of the Rings, have added to New Zealand’s world image.

Other businesses and brands have not been slow in picking up on this unique market position. Steinlager, Icebreaker, Anchor butter, ZESPRI, Trilogy, Comvita are all examples of fantastic New Zealand companies and products that have openly capitalised on this strong national brand positioning and have been successful in the international market, Mr Cossar says.

“Any growth in the negative perception of New Zealand’s world brand needs to be carefully considered as it could potentially have significant financial implications for the tourism industry, and for the other industries and products that trade off New Zealand’s world image.”

The tourism industry itself contributes more than 9.1% of gross domestic product (GDP), reaching $21.7 billion in visitor expenditure a year. At $59 million per day in expenditure, the visitor experience largely relies on maximising the green brand with easy access to the outdoors, complemented by stunning landscapes and scenery.

“In a world that seems to want more and more of what New Zealand has to offer, many of TIA’s members do not want to see our unique market position downgraded. Mining proposals for any public land must clearly meet high levels of environmental and community scrutiny,” Mr Cossar says.

TIA’s submission on the Government’s mining proposal asks the Government to weigh up the known financial contributions to the New Zealand economy, with the national parks at the very forefront of New Zealand’s brand offer, against the clearly defined value of any minerals beneath them.

To read TIA’s submission, go to the policy section at www.tianz.org.nz

ENDS

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