Tourism Steps Up to the Challenge

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FOR IMMEDIATE RELEASE
May 16, 2007

Tourism Steps Up to the Challenge

A draft strategy released today (Wednesday May 16) positions the tourism industry to take the 100% Pure New Zealand campaign to the next level, according to Tourism New Zealand.

The strategy is the result of months of consultation led by Tourism New Zealand, the Ministry of Tourism and the Tourism Industry Association with operators, interest groups and other Government agencies.

“This strategy recognises that the 100% Pure brand has not only done well for tourism in New Zealand but is now a brand closely associated with New Zealand generally,” Tourism New Zealand chief executive George Hickton said.

The strategy also recognises a number of issues that the industry needs to face up to in order to deliver New Zealand as a world class destination.

Tourism New Zealand is working to meet the ongoing challenge to improve quality, extend the visitor season, make the sector more sustainable, link more closely with regions, communities and the private sector and increase businesses return on investment.

“The world is changing and people’s expectations are changing and we have to make sure we deliver on what they want. We have that opportunity through some of New Zealand’s core values, identified in the strategy, such as kaitiakitanga, (guardianship) and manaakitanga (hospitality),”says Tourism New Zealand chief executive George Hickton.

Kaitiakitanga and manaakitanga are the planks which will help build an even more vibrant industry. An industry which draws people to visit, brings them back and delivers on the Government’s goals for tourism to be a significant contributor to the economic development of New Zealand, he said.

Since the first strategy document was published in 2001, tourism has grown into a $17.5 billion industry and it is now one of the country’s biggest employers.

Tourism has also helped to drive regional economies, revitalised towns and communities and provided Maori with opportunities to celebrate their culture and promote it to the world. But the next step is not without its challenges.

Sustainability is becoming a concern among travellers from many long-haul markets. It is not just about increasing the number of visitors, but increasing the time they spend here and the value they derive from and bring to the country.

Mr Hickton says the industry needs to take a leading role in protecting and enhancing New Zealand’s environment. It needs to make sure it’s delivering a world-class experience and that the sector is prospering.

ENDS

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