NZ flags crackdown on shonky tour operators
New Zealand has revealed new measures to protect Chinese tourists from unscrupulous operators who direct visitors to shop only in certain souvenir outlets.
The scam is not unique to New Zealand. On Australia’s Gold Coast the conflict between unscrupulous tour operators, tour guides and their guests has at its heart the proliferation of “zero commission†tours in which an inbound tour operator makes his or her money by preying on unwary tourists – often Chinese on a first overseas trip.
The operator, in the absence of commission, makes a living from kicks backs from duty free souvenir shops, or by enticing tourists to pay for free events and by boarding them in sub-standard accommodation.
Extreme examples have included tour operators asking Asian tourists to pay to walk on Sydney’s Bondi beach.
A revision of the Approved Destination Status (ADS) Code of Conduct, jointly developed by Tourism New Zealand and the Ministry of Tourism, is expected to address quality issues impacting travel from China and improve the value of this market.
Souvenir shops visited by ADS tours will require a Qualmark endorsement from January 1 next year.
Qualmark, New Zealand’s official quality accreditation programme for tourism businesses, is currently working on finalising Qualmark criteria for retail stores, which should be announced in the next few weeks.
Tourism New Zealand CEO Kevin Bowler says the satisfaction levels of Chinese visitors have improved since the first Code of Conduct was released in 2007, but average satisfaction levels are still below those of other markets.
“Around half of our Chinese visitors travel here on ADS visas. Many spend just a few days in New Zealand – they go home less satisfied and spend less while they are here,†Bowler said.
“The way travel is sold in China and the distribution structure around how tours are organised and paid for means that souvenir shops are very influential in the distribution chain.
“Unfortunately this can result in visitors feeling pressured to shop or being exposed to overpriced shopping experiences, which is impacting satisfaction levels among ADS visitors.
“Qualmark endorsement will help ensure that the ADS programme has some influence and control over the shopping experiences included in ADS tours.â€
Under a new code, all transport and activities included in ADS tour itineraries will also need to be Qualmark rated or endorsed. Accommodation providers are already required to be Qualmark rated.
“China offers big opportunities for New Zealand tourism, but we need to improve quality, as well as visitor numbers in order to grow its value to New Zealand’s economy,†said Bowler.
China is New Zealand’s fourth-largest inbound tourism market, with just over 100,000 visitors in the year to April 30, 2010.
Chinese holiday visitors spend a median of three nights in New Zealand and contribute around NZ$3,200 each to New Zealand’s economy (year end March 2010).
Ian Jarrett
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