Rebrand aims to boost Kiwis’ appreciation of tourism

Rebrand aims to boost Kiwis’ appreciation of tourism

The Inbound Tour Operators’ Council (ITOC) has revamped itself and is now called the Tourism Export Council of New Zealand. .

It is hoped the inclusion of the words ‘tourism and export’ in the new name will help local and national government better understand the economic value of the industry, and increase public appreciation of the job opportunities it offers local communities.

“The new name will improve our profile and better reflect that tourism is a valuable export industry,” chief executive Lesley Immink says.

A decade ago, when the Inbound Tour Operators of Australia changed its name to the Australian Tourism Export Council, tour operators finally realised they were part of the tourism export industry and were proud of that. The government was able to identify and recognise the contribution of tourism to the economy and fund it appropriately, and Australians started to appreciate the job opportunities tourism offered nationwide.

The Tourism Export Council of New Zealand hopes to achieve similar objectives here.

“It’s time for a culture shift in the country about the value of tourism to the economy,” Lesley says. “ITOC needed to re-energise itself, step up as the private sector of the industry and demonstrate its leadership capability.”

Tourism New Zealand chief executive Kevin Bowler congratulates the Tourism Export Council on its developments. “Last year some 2.6 million travellers visited NZ so all efforts made to invest in the future of the industry, and enhance its performance and the visitor experience, are welcomed.”

ITOC had at its heart the desire to grow inbound tourism to NZ, Tourism Industry Association spokeswoman Ann-Marie Johnson adds “If the Tourism Export Council, in partnership with the rest of the industry, can continue to build that focus and help bring even more attention to the high value of inbound tourism to NZ, then the name change will make a difference.

“Name changes are name changes – the actions of the organisation under its new name is what will ultimately count,” he says.

The rebranded organisation also has a new website - www.tourismexportcouncil.org.nz – and plans to start a youth leadership national development programme designed to motivate and inspire new industry members, and help them develop business knowledge and networks. They will be matched with industry mentors who will share their experience and knowledge.

Other key achievements heading into 2012 include an exclusive agreement with the Department of Conservation regarding guiding concessions on its estate and an economic impact report looking at the contribution of the inbound industry to NZ’s economy. - ends

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