TRENZ 2023: NZ Tourism Minister asks where to from here?

TRENZ 2023: NZ Tourism Minister asks where to from here?
By James Harrison


A key question for attendees at TRENZ this year has been how the tourism economy can get back to its pre-pandemic state.

Whether looking to sell more airfares, up the number of tours, or just get a few more employees, the industry seems keen to return to the ‘good old days’.

Prior to the onset of COVID, tourism was one of New Zealand’s top exports, with a total value of $40b.

And while many want to return to the good parts of pre-pandemic tourism, some want to know how travel can progress to a model better suited for the future.

Asking that exact question (and providing many answers) is New Zealand’s Minister for Tourism Hon Peeni Henare, who addressed a delegation of media this morning at TRENZ.

Henare talking to media at TRENZ (Source/TRENZ)

“COVID gave us the opportunity to refocus our tourism system on a more values and quality-driven model,” Henare told attendees.

“And while many countries are having this conversation, the vision of ‘where to from here’ is not as clear some may think.”

But many are looking to the notion of regenerative tourism – tourism that gives back, rather than just sustains.

“For many tourism operators, they’ve been working hard to ensure they are operating sustainably and offering more regenerative options for travellers. Many are also looking towards the social licence that a community offers in order to have a tourism offering that is sustainable into the future.”

And this model is seen through the many levels of the New Zealand tourism industry.

“The New Zealand government has committed to grow and transform sectors that can contribute to our vision, once again of a high productive, high wage, low emissions economy,” Henare said.

“There are eight new industry transformation plans and tourism as one of the tourism industry transformation plans will be tackled in two phases. The first, of which I recently launched, is the Better Work Action Plan for Tourism. Industry transformation plans are built on the premise that by working together across industry, unions, community and government, we can better address the longstanding systemic challenges we will face.

“The plan aims to create a foundation for a stronger, more stable and better-skilled tourism workforce here at home. The plan covers topics such as fit for purpose, education and training, and lifting the cultural competency of our tourism sector. A tourism call to recognise and celebrate good employers and measures to increase technology uptake and innovation.

“A better skilled, happier, more fulfilled workforce delivers a better experience for all of our visitors.

Continuing with the plan, Henare said: “The second phase of the industry transformation plan focuses on another major challenge we must face together, and that is caring for our environment. This is even the overarching goal of creating a regenerative tourism system. We need tourism to give back more than it takes.

“That is why the environment phase of the tourism ITP focuses on three key areas: climate change, adaption on the change mitigation and fostering positive ecological outcomes. This means we prepare for such events and build our resilience, reduce our own impact on the environment and do what became particularly New Zealand’s obvious flora and fauna.”

Henare continued to emphasise the importance of high-quality visitors to ensure this and the role that agents, particularly Aussie agents, can do to assist this.

Henare addressing media at TRENZ (Source/TRENZ)

“Tourism New Zealand works hard to encourage these types of visitors and research shows that travelers who have interacted with their work spend nine per cent more than other holiday visitors, visit at least one more region, and are more likely to advocate for the brand of New Zealand.

“As competition for international visitors heats up, it’s important now more than ever that we entice high quality visitors to our shores. Travel sellers who are well equipped with knowledge of Aotearoa New Zealand have the important role of being able to encourage their clients to dig a little deeper beyond the surface of what New Zealand has to offer. To add on an extra regionally experience during the visit, encouraging eco friendly operators or to visit and off peak seasons.”

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