New Zealand’s tourism industry has unveiled its goal to contribute $41 billion a year to the economy by 2025, up from $24 billion now.
Tourism 2025 – Growing Value Together/Whakatipu Uara Ngatahi is a framework to unite New Zealand’s large and diverse tourism industry and ignite strong, aspirational economic growth.
It is an industry commitment to growing value by working together, for the long – term benefit of New Zealand tourism and the wider economy.
“ Tourism 2025 is the industry aligning for growth. We can see the world has changed. We are excited by the new opportunities but we understand that as more and more countries enter the race for the global tourism dollar, we will succeed only if we improve the competitiveness of New Zealand tourism,” Tourism Industry Association New Zealand (TIA) Chief Executive Martin Snedden says.
“ Our aspiration is for annual tourism revenues to be $41 billion by 2025. To achieve that, we must grow international tourism at a rate of 6% year on year and domestic tourism at a rate of 4% year on year. The focus is value , rather than visitor numbers. We will grow volume, but we will grow value faster. ” . . .
Whenever I hear someone talk about increasing tourism I recall two incidents in Europe.
The first was in the Sistine Chapel in Rome where there were far too many people, and in spite of requests to show respect by remaining silent, far too much noise detracting from the beauty and the sacredness.
The second was climbing the steep path to the Acropolis in Athens when our guide turned round and said, “Bloody hell, where did all these people come from?”
When a guide complains about the crowd you know it’s far too big.
Kiwi friends were with us and we all agreed that the message for New Zealand was to go for value rather than volume.
We can’t compete with the plastic mass tourism that other countries offer and we shouldn’t try to.
There are places which can cope with crowds, but many of our attractions and much of the country’s beauty are better appreciated by fewer people at a time and would be spoiled by large numbers.
We’ve already got problems with people doing New Zealand on the cheap who freedom camp and leave rubbish and human waste in their wake.
We shouldn’t shut the door to any tourists, but the effort should go into attracting those who are more likely to spend more.
Tourism supports a lot of relatively low paid jobs in hospitality. Cleaning is cleaning regardless of the price people are paying for their rooms. But people who stay at more expensive places also tend to spend more money in other businesses.
A man who takes Chinese visitors on limousine tours told me he has had passengers who come with $1 million in spending money. He took one couple to a shop which sold alpaca blankets and they bought 80 for gifts to take home.
There is potential for a lot more tourists like this as long as we ensure that we provide value for those who seek it.