Is is time for joint Aus/NZ tourism pact?
What would you get if you mixed 100% Pure New Zealand – New Zealand’s durable, highly successful tourism marketing effort – with Nothing Like Australia, Tourism Australia’s new, and so far untested, marketing campaign?
Nothing Like Down Under? 100% Pure ANZ? Hands Across the Tasman?
Suggestions, but not on a postcard, please.
The idea of Australia and New Zealand pooling resources and co-operatively marketing has significant support from the Australian side, according to the national Tourism Futures/Roy Morgan tourism industry survey.
Polled in the lead up to the Tourism Futures conference,
34 percent of industry executives backed the idea.
Of those, 16 per cent also supported joint promotions with Pacific Islands.
“Australia and New Zealand are complementary destinations rather than competitive destinations,†said Tourism Futures convenor, Tony Charters.
“Australia can’t do glaciers and Fjord-lands, New Zealand can’t do deserts and outback experiences.
“Maori culture is quite unique as is the Aboriginal and Torres Strait Islander cultures,” Charters added.
The Tourism Futures conference takes place in Brisbane from July 5-7.
“A new era of co-operation is possible; confining traditional rivalries to the sporting arena to create a significant marketing war-chest,†said Charters.
“It could include marketing, quality standards, training standards and relaxation of border controls, as is seen in the ASEAN situation.â€
The conference programme is available at www.tourismfutures.com.au
-by Ian Jarrett
Ian Jarrett
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