Tourism industry seeks Govt support

A request by the New Zealand tourism industry that the next government stimulate domestic tourism is backed by two Queenstown tourism chiefs.

Destination Queenstown chief executive Tony Everitt and Hotel Council of New Zealand Queenstown chairwoman Penny Clark were asked for their reaction to the Tourism Industry Association's top five priorities for the incoming government this election year.

The association launched its Tourism Future Statement 2011-14 The Visitor Economy: Creating Wealth in Auckland last week.

Tourism Industry Association deputy chairman Oscar Nathan called on the Government to support the country's largest export industry to fulfil its potential and deliver greater wealth and jobs.

"A thriving tourism industry will be fundamental to the new government achieving its economic growth agenda," Mr Nathan said. "We currently welcome 2.5 million international visitors annually. If we can lift that figure by just 2% in the coming year, it will deliver an additional $120 million in annual visitor spending, equating to $360 million over three years."

Mr Everitt said a wide and helpful consultation process with Southern Lakes and national operators went into developing the statement.

"These priorities build on those that were set for the incoming government in 2008, so they are not exclusive and it's not the end of the list.

"Good to see there's an increasing drive for domestic tourism, that's important. The international tourism is important as well, given that the majority of our visitors and the majority of visitor spend is from international [sources]."

Mr Everitt disagreed domestic tourism was in the doldrums in the wake of Canterbury earthquakes and rising petrol prices.

"It might have gone a little bit flat during the technical recession that New Zealand went through in 2009 and 2010.

"The Auckland region is performing quite well economically and increasing flights to Queenstown are making it easier for Aucklanders with more money in their pockets to come here this year.

"We've probably had more people from Christchurch visiting, just for a break, and the rural sector, particularly dairy, has been doing well this year. We've got pretty significant dairy country to the south of us in Southland, so domestic tourism has been quite helpful for us this year."

Ms Clark said cheaper domestic flights and rental vehicles encouraged domestic tourism, but she was keen to see the market supported by the Government.

"Like the Aussies, our dollar is strong and it's frightening to think some of the wealthy Kiwis think they should be going overseas, so we really do need to promote domestic tourism."

Ms Clark said otherwise the TIA's phrase "stimulating domestic tourism" was a regurgitation of the 1984 campaign slogan "Don't Leave Home Until You've Seen the Country".

"We certainly need a dose of that because we've had a whole new generation grow up who don't know that because we haven't been telling them."

Priorities for the next three years are:

• Delivering value.
"Keeping the industry at the centre of political and public attention will be important in building on the gains achieved in the past three years and delivering value to the New Zealand economy."

• Improving infrastructure.
"While New Zealand's natural environment provides the setting for a range of visitor experiences, quality infrastructure is needed to support the range of activities that visitors enjoy."

• Making travel easier.
"Making travel easier is integral to a great holiday. Creating seamless border experiences and removing barriers for people travelling to New Zealand will be critical to growing international visitor arrivals."

• Providing relevant information.
"Dynamic changes within the industry and economy mean the delivery of relevant and timely information is critical for business planning."

• Stimulating domestic tourism.
"It is time to make a holiday at home aspirational and help New Zealanders see their country through an international lens."