Cultural Tourism Report Released

12 October 2001
Cultural Tourism Report Released

“Nelson’s Story,” a business development guide for regional tourism and cultural organisations, funded by Industry New Zealand, was released today.

In May 2001, Industry New Zealand commissioned one of New Zealand’s most successful regional cultural tourism organisations, the Nelson Bays Arts Advocacy and Marketing Trust (Arts Marketing Nelson), to develop a cultural tourism business development template.

The result is “Nelson’s Story”.

“Industry New Zealand’s engagement with the tourism sector arises from the government’s identification of tourism as a high-growth sector,” Industry New Zealand Chief Executive Neil Mackay said.

“One of our strengths is our ability to facilitate solutions to particular issues, in this case the need to increase economic opportunities in arts and culture.”

“Nelson’s Story” complements the New Zealand Tourism Strategy 2010 which says more cultural tourism products are needed if New Zealand is to differentiate itself in the world tourism market. The New Zealand tourism brand has to evolve from landscape and adventure to include people and culture.

The strategy says this can only happen in parallel with the arts and cultural sectors developing cultural tourism products that meet visitors’ expectations.

“As “Nelson’s Story” observes, tourists want to meet the people who create the souvenirs, to touch the earth that produces the food and smell the grapes before they are plucked from the vine,” Mr Mackay said. “Packaging our regional arts and cultural experiences will give New Zealand a unique market edge.”

“Nelson’s Story” tells how Arts Marketing was established, what its philosophies and strategies are and how it is structured, creating a source of ideas for other artistic and cultural communities to learn from Arts Marketing’s success.

The report has been released to arts and cultural organisations, economic development agencies, regional tourism organisations and local government.

A copy is posted on the Industry New Zealand website: http://www.industrynz.govt.nz/industry/section00_sector.shtml

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