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Tourism Strategy: Five outcomes, four priorities and a work plan

16 May 2019  By Bridget O'Connell | bridget@tourismticker.com | @tourismticker

The government’s new tourism strategy sets out five key outcomes and four initial priorities as part of its plan to “enrich New Zealand through sustainable tourism growth”.

The New Zealand-Aotearoa Government Tourism Strategy, launched today at TRENZ by tourism minister Kelvin Davis and conservation minister Eugenie Sage, lists: thriving and sustainable regions; productivity; exceptional visitor experiences; environmental, cultural and heritage protection; and, improving the lives of New Zealanders through tourism as its five key focus areas.

It said that across these five outcomes, the four top actions prioritised for this year and next include: coordination across the tourism system; long-term sustainable funding mechanisms; destination management and planning; and, finally, better data and insight.

The strategy also includes a “work programme to focus the new direction for tourism and make sure it is a success,” according to the minister who said that “tools such as the International Visitor Conservation and Tourism Levy, and the response to the Responsible Camping Working Group will help to make this a reality.”

The duo said that the new strategy “sets out a more deliberate and active role for government in tourism, to better manage the challenges of growth and share the benefits of tourism more widely.”

They also called on the support of the sector to make this happen, noting that the ongoing success of the strategy and tourism overall, will rely on strong industry leadership.

Davis said: “We know that we’ll have better tourism outcomes by working closely with the tourism and conservation sectors, and building stronger partnerships with Māori tourism enterprise, iwi, hapū and tangata whenua. We look forward to working together with the industry to achieve our goals.”

He added: “Tourism is a vital part of New Zealand’s ongoing success, supporting national and regional economies, creating jobs and allowing us to celebrate who we are. We must ensure that  we’re set up to continue enjoying these benefits, while better managing the challenges that growth can bring.”

“The Tourism Strategy sets out five key outcomes for tourism in New Zealand to ultimately improve New Zealanders’ lives through tourism, and enrich our country through sustainable tourism growth.”

Sage emphaised that New Zealand’s natural environment, culture and historic heritage are an important focus for the Tourism Strategy.

She said: “New Zealand’s natural and cultural heritage is at the core of our tourism industry and our national identity. We must build a sustainable visitor industry that protects and cherishes this heritage for future generations.

“As visitor numbers rise we must ensure the tourism industry is part of the solution for our biggest conservation challenges; including climate change, impact of pest species, and habitat loss and degradation.

“Tourism can be a champion for the restoration of the natural environment, and show other industries and sectors how it can be done successfully.”

 


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