New Zealand puts value before volume
New Zealand’s tourism industry has embarked on a strategy to grow value faster than volume in a bid to improve tourism’s economic impact
Tourism 2025 aims to align the New Zealand tourism industry and see industry stakeholders work together to capitalise on growth opportunities and increase annual tourism revenues to NZ$41 billion by 2025, a 70% increase.
To reach the goal, international tourism will have to grow at six per cent year-on-year, and domestic tourism at a rate of four per cent year-on-year, said Tourism Industry Association chief executive, Martin Snedden.
The Tourism 2025 framework has been built around five key themes including growing sustainable air connectivity, targeting for value, visitor experience, productivity and insights.
"The focus is value, rather than visitor numbers. We will grow volume, but we will grow value faster," Snedden said.
The association’s plan to reach the goal includes increasing flights, pursuing tourism ventures that deliver the greatest economic benefits, and encouraging visitors to stay longer by improving their experience.
Ian Jarrett
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