Ecotourism Conference - 100% Pure under scrutiny

Media Release – Monday, 27 July 2009

Ecotourism Conference looks into key tourism issues – 100% Pure under scrutiny

Issues around New Zealand’s tourism industry will come under scrutiny as more than 30 speakers and 100 delegates gather for the Ecotourism NZ Conference in Nelson, 5 and 6 August. Speakers include the CEO and founder of the world’s largest adventure tour company as well as the world’s only futurologist on tourism.

Ecotourism NZ chair Hugh Canard said along with a range of other issues influencing the industry, the conference will examine how New Zealand’s environmental policies stack up against its 100% Pure promise.

“Our visitors are very capable of distinguishing genuine actions from lip service,” Mr Canard said. “Since our very existence depends on the experience that visitors have with ‘nature’ in New Zealand we need to ensure we not only deliver a natural and memorable experience, but also that we achieve this in a truly sustainable way that lives up to our promise.”

Mr Canard said visitors expect New Zealand ecotourism operations, and increasingly all tourism businesses, to demonstrate sustainable environmental practices in line with our marketing.

Futurologist and associate professor, Ian Yeoman of Victoria University, said it was 10 years since the 100% Pure brand was launched. “It is a strong brand that will be around in another ten years - it represents what future visitors will be looking for”.

CEO of Gap Adventures, Bruce Poon Tip, will share his experience as a world-leading tour operator, as well as his views on tourism in New Zealand. Speaking this week ahead of the conference, Mr Poon Tip said now would be a good time to consider if the 100% Pure brand is delivering on its promise.

“I think what New Zealand has done well is creating a focused message about a commitment to natural experiences when travelling to New Zealand,” Mr Poon Tip said. “New Zealand was always seen as a stop over to Australia, but by creating differentiation it has made New Zealand a compelling destination in its own right.

“[Tourism New Zealand] has done an outstanding job and been the envy of many countries around the world - its campaign is a model to many tourist boards. The question is if New Zealand is delivering on that message consistently through operators who ultimately deliver the product.”

Mr Poon Tip said New Zealand needs to decide if it wants to continue down the path of becoming a natural and sustainable destination in line with its marketing. “That would mean a lot of work in areas that would need special attention.”

Mr Yeoman, who predicts future trends in tourism, said the key influences on New Zealand tourism in the next 20 years will be the environment and demography.

“In the next 20 years, if you’re not clean and green you’ll be out of business - the consumer will go somewhere else. There’ll also be no such thing as retirement and, as a result, fewer older travellers from countries like the UK - our biggest international market.”

Mr Yeoman said Government and industry need to act now to prepare for the changes.

“Tourism is our largest export earner. We need to invest in it long term and put the right infrastructure in place for tourists to get here and get around sustainably, and introduce the right policies around the environment and climate change.”

Mr Poon Tip said it is important there is dialogue between Government and operators to understand the market and how they want to present the country.

“There is a clear message being promoted that must meet the needs of travellers who have been sold on a 100% Pure New Zealand. Education is key - there has to be an outreach from Government to set up programs to educate the people responsible for delivering this message so they truly understand what 100% Pure really means. “

The Ecotourism NZ Conference will examine a range of other issues influencing the industry including eco-tourists – who they are, what they want and how to attract them; the state of ecotourism and future predictions; and how to protect, promote and manage the industry into the future. New research into how we can boost domestic tourism while reducing our carbon footprint will also be released.

Background on Ecotourism NZ Conference 09:

• The annual Ecotourism NZ Conference began in 2006. It aims to enhance the ecotourism industry by supporting businesses at the grass roots - providing advice, training and discussion forums on everyday issues facing ecotourism operators.
• The event also looks at the big questions facing nature-based tourism. A strong focus this year will be the economic downturn – a big issue for the tourism industry in the coming year.
• Each year the conference attracts around 150 delegates from New Zealand and overseas, including representatives from Tourism New Zealand, the Department of Conservation, environmental experts and leading tourism operators.
• Ecotourism NZ was set up by Tai Poutini Polytechnic to support, grow and enhance the growing sector of nature-based tourism in NZ through a range of training and education initiatives.
• Canadian-based Bruce Poon Tip is an inspirational speaker, entrepreneur, and champion of sustainable and ethical tourism. More than 90,000 travellers take a Gap Adventures’ trip each year. The company operates in seven continents; employs 700 people and has an annual turnover of NZ$190 million. For more on Bruce and his company go to www.gapadventures.com.

ENDS

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