Tourism vital part of NZ economy

Rugby World Cup 2011 highlighted the value of tourism to New Zealand’s economy like never before, the Tourism Industry Association New Zealand (TIA) says.

“For six weeks, communities around the country welcomed tens of thousands of international visitors. Often dressed in their team’s colours, they were highly visible, and were intent on having a great time. But what many people may not realise is that New Zealand routinely hosts this many people and more during the peak summer months,” TIA Chief Executive Tim Cossar says.

“While not every region or operator profited immediately from the tournament, the sheer volume and impact of fans in centres like Wellington and Auckland would have left candidates in the 26 November election in no doubt of the benefits international visitors deliver to our country.”

Keeping tourism at the centre of political and public attention so that it can build on the gains of the past three years and deliver increased wealth to New Zealand is one of five priorities TIA, industry partners and operators are promoting to the incoming government in the Tourism Future Statement 2011-14:The Visitor Economy – Creating Wealth.

The past three years have been arguably the most difficult on record for New Zealand’s $23 billion tourism industry. In the last 12 months alone the industry has dealt with the fallout from the devastating Christchurch earthquake, the impacts of ongoing economic woes in major markets like the UK and USA, and now the Rena oil spill which has made headlines around the world.

“Ours is a resilient and forward looking industry. But to fulfil our potential and increase New Zealand’s market share of the world’s travellers we want to continue working in partnership with the government,” Mr Cossar says.

TIA will encourage the Prime Minister of the incoming government to again take up the tourism portfolio, in recognition that the visitor industry will play a major part in creating wealth and delivering economic gains for New Zealand.

“Having the Prime Minister as Tourism Minister has kept the sector at the forefront of government attention and we are keen for that to continue under the new government,” Mr Cossar says.

The association is also calling for the new government to increase or at least maintain baseline funding for Tourism New Zealand, to support the country’s international marketing efforts.

Tim Barke, General Manager of Queenstown tourism operator Kiwi Discovery, says visitors consume and experience a wide variety of export products while they are here.

“A visitor to New Zealand is far more likely to sample and buy our products (dairy, beef, lamb, wool, clothing and appliances) having visited here. Tourism has huge marketing value for all New Zealand export industries and products,” he says.

Mr Cossar says wider government recognition of the value of tourism is vital. So TIA will work to ensure the interests of visitor-related businesses are strongly represented inside the Ministry of Economic Development and other government agencies. A key part of this work will be seeking support to actively promote, strengthen and grow the participation of Maori tourism across New Zealand.

TIA also wants to work with the new government to see tourism is embedded in the school curriculum and seen as a long-term career option.

“People are the tourism industry’s most valuable asset. It’s crucial we have the right people with the right skills to create profitable businesses,” Mr Cossar says.

Go to www.tianz.org.nz/nztourismfuture to download a copy of the Tourism Future Statement 2011-2014 The Visitor Economy: Creating Wealth.


The tourism industry’s five priorities for the incoming government for the next three years are:

• Delivering Value
Keeping the industry at the centre of political and public attention will be important in building on the gains achieved in the past three years and delivering value to the New Zealand economy.

• Improving Infrastructure
While New Zealand’s natural environment provides the setting for a range of visitor experiences, quality infrastructure is needed to support the range of activities that visitors enjoy.

• Making Travel Easier
Making travel easier is integral to a great holiday. Creating seamless border experiences and removing barriers for people travelling to New Zealand will be critical to growing international visitor arrivals.

• Providing Relevant Information
Dynamic changes within the industry and economy mean the delivery of relevant and timely information is critical for business planning.

• Stimulating Domestic Tourism
It is time to make a holiday at home aspirational and help New Zealanders see their country through an international lens.

Click here to read TIA’s Tourism Future 2011-14

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