TOURISM BUSINESS MAGAZINE –

The recent Tourism Export Council Conference held in Masterton was a great forum to gather consensus on two very important issues.

The panel session of “tourism and the environment – is it a conflict or complement” gave some interesting and robust points of view re tour operators being great caretakers of the land, paying for the privilege via concession fees and it is other sectors who are failing in their duty of care. How we measure environmental sustainability was a good question posed as there have been a variety of programmes over the past decade which makes it hard to assess which is the most valuable and are visitors making choices based on sustainable care? Regardless of how this is answered, the industry was in agreement that we can do better in our environmental sustainable care and we should be doing it for ourselves and our children’s future, not necessarily for our visitors.

This led well into the issue of the 100% Pure New Zealand campaign – has it run its course and should we change it? Despite the unfortunate Fonterra  situation  and pot shots taken at the 100% Pure New Zealand campaign by scientists and mainstream media, the industry was united in its view that we should not drop the campaign, but aim to ‘live up to it’. To do this we need to engage with other industry sectors and have a louder voice to government that “we the people” want more support to DOC in assisting with the protection of our land, flora and fauna. Being more proactive across all sectors will not only be more sustainable for the environment but also protect our tourism business proposition for the next 50-100 years.

New Zealand does not have a New Zealand country brand and the 100% Pure New Zealand tourism brand has by default had to be all things to all export industries. However there is a New Zealand Inc brand to be revealed in the next few months so we wait with interest to see what it will be and how we can all leverage off it.

Also well received at Conference was the keynote address by Butch Bradley from NZ Maori Tourism and Ngahi Bidois. Butch outlined the good work at that NZ Maori Tourism are doing offshore with other export sectors and the contribution to the economy by Maori businesses, and Ngahi Bidois who is an international keynote speaker shared his cultural and leadership story. Following Butch and Ngahi was street artist Marcus Winter. Marcus did a custom made performance using sand and a light box, producing a mesmerising look at famed New Zealand icons, ending with a 100% Sure.

The Xmas Symposium will be held at the Pullman Hotel on Wednesday 11 December with registrations available soon.