Markus Landvogt

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• Lecture
• Markus Landvogt
• International Tourism
• 12 Tourism Strategy and Policy in New Zealand

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Twelfth Unit

• Structure of the Tourism Sector
• Tourism Policy
• Tourism Strategy
• Issues
• Targets
• Evaluation

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1. Structure of the Tourism Sector
Minister of Tourism
Tourism Board
Ministry of Economic Development
Tourism Strategy Group
Tourism New Zealand Marketing Branding only
Inbound Tourism
Policy
Re-search
Cycle Way
Major Events
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1. Structure of Tourism Sector

• International tourists from developed countries
  are contributing to a flow of money to less
  developed countries.
• Is this positive or negative?

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2. Tourism Policy

• No act or law to enact,
• Tourism Board Act 1991 ? Tourism New Zealand
• Policy advice on all tourism issues
• GST increase
• Tourism tax
• Mining in National Parks
• Growth strategy
• Freedom camping
• Cruise terminal
• Cycle way

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2. Tourism Policy

• Policy development subjects
• Ministerial servicing
• Monitoring
• Evaluation
• Grants administration (WaterSewage,
  Scholarships, Cycle way)
• Advice/Support for industry
• Land management
• Maori tourism and business mentoring programme
• China approved destination status (ADS)

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2. Tourism Policy

• Aviation Policy
• Distance is an economic concept, not just a
  geographical one
• Includes both the financial and time/opportunity
  costs of a trip, as well as the perceived
  distance
• Coordinating Government agencies
• Economic focus - not sector wide
• Priority route monitoring
• Clearing house for regular information and
  analysis on priority routes
• Establishment of a network of key agencies to act
  on key risks quickly
• Identification of medium to longer term route and
  network risks and opportunities
• Current and potential role of government
• Information provision and deepening knowledge

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3. Tourism Strategy

• NZ Tourism Strategy 2010 First strategy report,
  released in 2002
• NZ Tourism Srategy 2015Second strategy report,
  released 2008
• See http//www.nztourismstrategy.com/
• Or download full report

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3. Tourism Strategy

• Executive Summary of NZ Tourism Srategy 2015
• Two values central to this Strategy are
  kaitiakitanga (guardianship) and manaakitanga
  (hospitality).
• OUTCOME 1NEW ZEALAND DELIVERS A WORLDCLASS
  VISITOR EXPERIENCE
• OUTCOME 2NEW ZEALANDS TOURISM SECTOR IS
  PROSPEROUS AND ATTRACTS ONGOING INVESTMENT
• OUTCOME 3THE TOURISM SECTOR TAKES A LEADING ROLE
  IN PROTECTING AND ENHANCING THE ENVIRONMENT
• OUTCOME 4THE TOURISM SECTOR AND COMMUNITIES WORK
  TOGETHER FOR MUTUAL BENEFIT

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3. Tourism Strategy

• Executive Summary of NZ Tourism Srategy 2015
• Measuring our success
• A number of ambitious targets have been set to
  drive us towards our vision for 2015. While
  growth in the volume of visitor arrivals is
  important, and indeed arrivals are forecast to
  increase at around 4 per annum, the targets
  focus on value and quality-based tourism
  development. A shift in focus towards value is
  needed to ensure the ongoing sustainability of
  the industry. Immediate targets relate to visitor
  satisfaction, visitor spend, and seasonality.
  Measures for the environmental and community
  impacts of tourism will also be developed.

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3. Tourism Strategy

• Reading and analysing the strategy.
• What is a good approach?

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3. Tourism Strategy

• Reading and analysing the strategy.
• Approaches
• Comparison with other stratgies
• Structure
• Issues
• Solutions for issues
• Continuity or change
• Targets
• Philosophy, believe and sharp analysis
• Does it target the right audience

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4. Issues

• Climate change
• Global economy
• Aviation capacity
• International competition
• Exchange rate fluctuation
• Profitability
• Labour availability
• Wages
• Domestic aircapacity
• Seasonality

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4. Issues

• Lots to do
• Heaps of good ideas
• Good approaches

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5. Targets

• The targets are set across five key areas.
• Increasing visitor satisfaction
• Increasing the amount that visitors spend
• Reducing seasonality
• Delivering environmental best practice
• Creating positive community outcomes.

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5. Targets

• INCREASING VISITOR SATISFACTION
• TARGET Increase by four percentage points the
  number of international travellers who rate
• their overall experience of New Zealand as eight
  or more on a 10point scale. This would see an
• increase from the current average of 83 to 87
  by 2015.
• INCREASING THE AMOUNT VISITORS SPEND
• TARGET Increase the average amount that visitors
  spend per night from 130 to 160 by 2015.
• This figure has been adjusted for the Consumer
  Price Index and the Trade Weighted Index,
• and does not include education travellers.
• forecast growth rate every year between now and
  2015.

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5. Targets

• REDUCING SEASONALITY
• TARGET Increase the number of international
  visitors who arrive in the shoulder season
• (March and April, September and October) at a
  rate that is 25 faster than the overall annual
• forecast growth rate every year between now and
  2015.

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5. Targets

• DELIVERING ENVIRONMENTAL BEST PRACTICE
• CARBON EMISSIONS
• We must develop ways of measuring the amount of
  carbon emitted by the tourism sector, relate
• these to economywide policies, and define and
  implement measurable targets.
• SATISFACTION WITH ENVIRONMENTAL PERFORMANCE
• We must develop ways of measuring how satisfied
  visitors are with New Zealands environment
• performance, and define and implement measurable
  targets. This can be done by enhancing our
• existing datacollection tools.
• We then need to define and implement measurable
  targets.

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5. Targets

• CREATING POSITIVE COMMUNITY OUTCOMES
• We must develop ways of measuring how local
  government accommodates and promotes
• tourism and how residents feel about the tourism
  activities taking place in their communities.
• We then need to define and implement measurable
  targets.

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6. Evaluation

• Discussion
• Do destination need a strategy?
• What happens if there is no strategy?
• What are the effects of the development of a
  strategy?
• What is the tourism strategy of Saxony-Anhalt?
• What does the tourism strategy of Saxony-Anhalt
  say about international tourism?