A snapshot of the New Zealand tourism industry and the challenges it faces offers no surprises for the resort, which "lives and breathes tourism", Destination Queenstown (DQ) says.
DQ chief executive Tony Everitt was asked for his comments on the Tourism Industry Association of New Zealand's (TIA) first annual State of the Sector 2011 report, which was released at a tourism summit attended by all major political parties in Wellington on Wednesday.
Mr Everitt said he agreed with the points raised in the report, which delves into the key issues facing tourism, including economic impacts, changing overseas markets, natural disasters, diversity, cohesion and the Rugby World Cup.
"We're dealing with that day by day. Some of this stuff might be new to other parts of New Zealand. To us, not only do we firmly agree with it, it really drives our thinking anyway - that's how on top of it Queenstown is, because tourism is so important for us.
"It talks about the importance of striving for greater cohesion and that's what an organisation like DQ was set up and exists for." Queenstown operators and residents were already well aware tourism was important to the local economy, Mr Everitt said.
The 1.85 million visitors coming to the resort every year injected $780 million into the economy, he said.
"DQ is working with our members to build that to $1 billion by 2015.
"The report talks about the critical nature of airline connections ... We know all about that, welcoming Air New Zealand and Jetstar directly into the resort from as many ports as possible, as frequently as possible, and working with all the new long-haul opportunities as well, like Air Asia X."
The report predicted marketing via social media would go mainstream this year.
The general acceptance among operators surveyed was "word of mouth on steroids" would replace more traditional means of marketing.
DQ will host a members' update at the Millennium Hotel on Tuesday and topics to be focused on are online marketing, including social media, and the Rugby World Cup.
The State of the Sector report was prepared by the TIA in partnership with Lincoln University over six months.
At a glance
• $22.4 billion total tourism expenditure for the year ended March, 2010.
• Number one export earner for the New Zealand economy.
• 18.2% of New Zealand's foreign exchange earnings provided by the tourism sector.
• Australians account for 45% of all international visitor arrivals, up from 38% in 2006.
• International media experience around Rugby World Cup "mission critical" for next decade.
• Almost one in 10 New Zealanders employed in tourism.
• Relatively even split on changes to forward bookings after Christchurch earthquakes.
• International visits holding up well, but domestic tourism flat-lined.
• Environmental cost involved in long-haul travel to New Zealand may become an issue for tourists.
• Widespread belief tourism does not attract the best-quality staff because it is a low-paid industry.
