NZ tourism wants more govt money
The NZPA reports that fearing a loss of international market share, the NZ tourism industry is calling for increased public spending on marketing.
Along with the increased promotion, a Tourism Industry Election Manifesto being launched ranks as a top priority investment in such infrastructure as a national convention centre and cruise ship port facilities.
Tourism Industry Association chief executive Tim Cossar said that if action was not taken now, New Zealand would find it harder to maintain the market share of its tourism exports.
New Zealand tourism has flourished during the past 20 years, but times were changing, he said.
Global economic conditions, rising fuel prices and a strong New Zealand dollar had seen growth in international visitor arrivals slow to just 1 per cent in the past year.
“The potential to lose international market share is a huge concern to the industry and one that demands a response which is very much not business as usual,” Mr Cossar said.
“Some new thinking and a sense of urgency is needed to address the issues we face and lift New Zealand tourism’s game.”
The industry manifesto said tourism contributed close to 10 per cent of this country’s gross domestic product.
Tourism was a $50 million a day industry, delivering $24 million in foreign exchange to the economy each day, with domestic tourism contributing another $26 million in economic activity every day.
The manifesto outlines the industry’s top six priorities for an incoming government for the next three years.
It wants tourism recognised as a bedrock of New Zealand’s economy, a tourism industry taskforce set up to drive a whole-of-government approach to issues affecting the industry, and the tourism portfolio managed by a top ranking Minister.
On marketing, the manifesto seeks increased public sector investment for targeted offshore promotions to markets of strategic importance, and for improved marketing efforts in the domestic market.
Infrastructure investment, including the convention centre, cruise ship facilities and other improvements, are wanted to reduce seasonality and increase spending from visitors.
This country’s environmental performance also needed to be enhanced to deliver on the 100 per cent Pure New Zealand brand promise, the manifesto said.
Investment in training and work skills initiatives is also wanted, as is boosting the return from major events.
Tourism Minister Damien O’Connor said the Government was already committed to the priorities outlined in the manifesto.
“The Government absolutely recognises tourism as a bedrock of New Zealand’s economy and we know we need to continue to promote New Zealand overseas,” he said.
“This is why we have boosted Tourism New Zealand funding significantly since 1999 and poured funding into various targeted campaigns offshore.”
A Report by The Mole from NZPA
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