Holiday park owners have been told they have "an
opportunity across the board to make some improvements" in
preparation for a expected tourism influx.
Speaking at the Holiday Parks Association of New Zealand
conference and trade exhibition on Wednesday, Tourism New
Zealand chief executive Kevin Bowler said, overall, holiday
parks recorded a satisfaction rating which he described as
the low end of average.
The Hobbit: An Unexpected Journey, is to be released
in November and Mr Bowler emphasised the importance of the
films for the holiday park industry.
"A heck of a lot of people are going to come here, not
principally because of the films but they will be affected by
He also revealed the new 100% Pure commercials, designed to
sell New Zealand to the world, would be "hugely influenced by
The new advertisements would feature people enjoying what the
country had to offer.
Previous images of rolling hills, lush bush and green
pastures had given the impression New Zealand was beautiful,
yet deserted, and visitors would struggle to find activities
to occupy themselves.
A theme of the new marketing strategy would be "New Zealand:
where fantasy meets reality".
Mr Bowler also emphasised the growing number of Asian
tourists and said although the growth was important to the
holiday park industry, there was work to be done to convince
visitors to branch out from their typical accommodation.
"The Chinese reaction is [holiday parks are] very dangerous,
but we offer a product that is very different to that in
"We need to get this message across ... it's not going to
New Zealand also had an opportunity to capitalise on its many
cycle trails and brand itself as a "cycling nation".
He summarised Tourism New Zealand's three-year strategy as
promoting The Hobbit films, working on partnerships
between businesses, and working with airlines to increase
Tourism Industry Association's new chief executive Martin
Snedden commended those in the holiday park industry for
staying positive during tough economic times, some of which
was influenced by the Christchurch earthquakes.
His message was the industry would succeed, just as New
Zealand had during the Rugby World Cup last year.
The week-long conference was attended by holiday park owners
from throughout the country and concluded with an awards
dinner on Friday night and a visit to the Arrowtown Top 10