Tourism Business Magazine – Feb Mar 2013

The 2012/2013 season seems to have got off to a better start than expected. During the conference last year operators were ‘pretending’ to be cautiously optimistic. By the December Xmas Symposium the mood had changed to being ‘cautiously’ optimistic  and after a round of visiting operators in Queenstown and Rotorua, I’m pleased to report that for many operators, the season is going better than expected with many ‘optimistic’ that the season is better than last year.

One of the questions I have been asking operators is what is your group versus FIT (free independent traveller) percentage? This is answered quickly as a common breakdown statistic operators have being keeping for years. The next question of “what percentage of your FIT business is pure direct versus FIT business coming from an inbound tour operator?” This question caused some pause with some replies ‘not sure’. The reason I asked this is because, as the nature of how your visitors come to you has changed over the last few years with stronger internet, website and social media intelligence, there has been the perception that inbound tour operators are on their way out.

Not so. The traditional distribution channels have certainly had a shake up with a decline in group business and rise in FIT’s, but what some suppliers don’t realise is that inbound operators have changed their business models to accommodate this. Your FIT statistics should demonstrate those who are vouchred by an inbound operator, those who book online via your own website, those who book locally via the i-site or accommodation referral, and those who come to you via an online travel operator.

The short lead in time was another area of discussion. No real surprise there but considering only a few years ago we were talking about 18-24 months brochuring in advance with inbound tour operators, today’s ‘sales environment is quite instant and often geared by airline prices to New Zealand.

By the way, when discussing group business versus FIT, all operators said they prefer coach loads of visitors arriving at a pre determined time rather than not know how many FIT visitors per day ‘could arrive’. Supplier members strongly encourage our inbound operators to “keep getting the group business”. The western markets are our strongest FIT travellers so we need to perhaps look at new group business potentially coming from Eastern Europe (Russia), the UAE and Brazil in coming years.

Although none of the above are on Tourism New Zealand’s top tiers of marketing spend, be assured that the modern inbound tour operator are always thinking of ‘growth and how to make money”. If all decision across the industry – both private and public sectors (particularly policy) were made on this basis, then our economy would be in a better place.

All the best that the remainder of the season produces a better than expected result.

Welcome!

We are proud to be a locally owned and operated Company with customer safety and satisfaction our number one focus. Our attractions have delivered outstanding experiences to over 7 million customers since 1992, so why not book our products today and see why we can offer you the very best of activities in Christchurch and Hanmer Springs!

Christchurch Attractions has all of the best Christchurch attractions to offer you – experience tranquil gardens or thrilling activities such as jetboating and bungy jumping in Hanmer Springs! Sink back into the velvet cushions of your boat as the Edwardian punter gently glides you down the Avon River, through the beautiful historic inner city of Christchurch. Whatever the time you have to spend, there are lots of things to do in Christchurch. You’ll find it easy to fit our attractions into your itinerary.

Christchurch Attractions offers you the best of Christchurch.

INSIDE TOURISM – EXPORT MATTERS

There has been some talk recently in the media about the 100% Pure New Zealand campaign – not as its effectiveness as a marketing campaign or how can we be 100% Middle Earth when we are at the bottom of the world (or the top depending on your perspective) but should we use a campaign slogan of 100% Pure in regards to our environmental status?

The 100% Pure New Zealand campaign was first delivered to the world in 1999 and I remember with excitement the range of opportunities the 100% Pure destination marketing campaign presented to different operators.

‘100% Pure New Zealand’ tells the story of how our landscape, people and activities combine to deliver a visitor experience that is unique to New Zealand. It is a tourism marketing campaign that has proven very adaptable across all markets and media. The statement is multidimensional – it has been used as 100% pure relaxation, 100% pure welcome, 100% pure adrenalin, 100% pure luxury, 100% pure you, etc. – all connected back to the core premise of 100% Pure New Zealand.

In Tourism New Zealand’s 2012 international visitor survey, our landscapes and natural scenery got an overall rating of 9.5 out of 10 – the highest rating in the survey. 8 out of 10 international visitors say that the environmental practices of the New Zealand tourism industry are better than in other countries – and that overall the New Zealand environment is being managed sustainably.  In fact not only have we won the best destination marketing campaign for the 100% Middle Earth as per the World Travel Awards 2012, TNZ and the 100% campaign have won numerous other awards over the period of 13 years the campaign has been operating.

100% Pure is not an environmental or ‘clean and green’ claim.  Tourism operators in New Zealand are responsible caregivers of the environment and are proud to share with our visitors their commitment to being as sustainable as possible. More than 1,000 New Zealand tourism businesses have met the strict criteria and hold an Enviro Award status and on an international scale this represents one of the largest clusters of recognised sustainable tourism providers. Our partnership with DOC (Department of Conservation) is a great example of working between the private and public sectors both via the concession and the conservation programmes.

While the media and general public are at liberty to make comment re the 100% Pure New Zealand campaign, the literal translation of 100% pure has been taken too literally and the evidence produced less scientific and more of a ‘gestimate’. Can we do better with our sustainability and environmental position? Yes of course but for the media to portray the country as an environmental disaster is potentially more damaging to the future of our tourism export receipts than the high dollar.

While I appreciate there is a spectrum of opinion re the 100% Pure New Zealand campaign, let’s make sure the discussion is around its effectiveness in marketing New Zealand rather than an ad  hoc environmental score card.

New Zealand’s first treetop walkway and cafe is now open to all !

We have been operating for two weeks now (opened 14 December) with only one wet day that proved this is the place to be in the rain. The walkway is suitable for use in most weathers, with rainy days having the added advantage of increased bird and insect life.

We have umbrellas available to hire and also sell inexpensive ponchos so if you need something to do on a rainy day come and do New Zealand’s only treetop walk and then relax in our licensed Mahinuapua Cafe.

Click Immigration news Dec 2012 to read the latest news from Immigration New Zealand – 18 December 2012.

Who was spending the most in 2012 and where were they spending i?. Click Global Blue Spending Barometer 2012 to read this interesting collection of spending data

The TECNZ Member survey analysis Nov 2012 is available to view. We hope to make this an annual survey in the future.

Our impressive range of high quality luxury coaches range from 10 to 53 seats, with a fleet of over 60 vehicles nationwide. We can cater for all requirements and provide a consistently high level of service at all times. We are committed to being a leading coach operator by providing a full range of specialist services. By utilising our local knowledge, we can offer competitive rates for all your travel requirements.

Experience New Zealand’s most iconic adventure activities at unbelievable value. There is something for everyone with six adventure activities in the one location. NZ’s best value Bungy and giant Swoop sky swing, NZ’s first and fastest commercial jet sprint – Agrojet, NZ’s one and only flying wind tunnel – Freefall Xtreme, the world’s one and only racing monorail – Shweeb Racer and lastly New Zealand’s first dedicated bike bag, the Freestyle Airbag.  Located in the picturesque country surroundings of Paradise Valley, just 10 minutes north of Rotorua.

Wētā Workshop is your gateway to filmmaking creativity. Visit our must-do, global award winning attractions and discover how imaginary worlds are brought to life.

The Wētā Workshop Experience – Wellington

Join our guided tours to learn about the making of movie effects; from armour to weapons, creatures to costumes, make-up to miniatures, and more! This is a museum style tour that celebrates monumental achievements we have made on and for the big screen. Get up close and personal, immersing yourself in our incredible small-group tour.

Wētā Workshop Unleashed – Auckland
We welcome to you to Auckland’s newest location-based experience – Wētā Workshop Unleashed. Opened in 2020, this is one of the cities premier attractions. Let our guide take you on a journey through three themed movie worlds – Horror, Fantasy Epic and Sci-Fi. This interactive and immersive tour will take you out of this world and transport you to a different realm.

Each site offers:

• 90 minute guided movie-making tours (public and private)
• 60 minute creative workshops
• VIP experiences
• Bespoke aspects
• Events
• Their own entirely unique experiences, showcasing multiple sides of Wētā Workshop

Don’t forget to stop by the famous Wētā Caves, tourist attractions in their own right.