Tourism seeking partnerships with communities

Media Release

Tourism industry seeking partnerships with councils, communities

30 August 2007

Tourism operators are seeking increased community partnerships to ensure any issues relating to their business operations are addressed to everyone’s satisfaction, Tourism Industry Association Chief Executive Fiona Luhrs says.

Speaking today at the Tourism Industry Conference 2007 (SKYCITY Convention Centre, Auckland, 29-30 August), Ms Luhrs said this would be a key theme of the New Zealand Tourism Strategy 2015 which is due to be launched in early November.

More than 300 representatives of New Zealand’s $18.6 billion tourism industry spent the day focusing on ways to work better with their communities and local councils. They also debated how to encourage more people to travel outside the peak summer season, particularly New Zealanders.

“These themes are inter-related. The attitude of communities and councils can significantly influence the local tourism industry,” Ms Luhrs says. “Tourism can provide economic and social benefits for communities but we want to ensure it brings the sort of businesses that local people want.”

Waitakere Mayor Bob Harvey spoke to conference delegates about the local government perspective on tourism. Ms Luhrs encouraged tourism operators to follow Mr Harvey’s recommendation that they keep their local councils updated on tourism developments in their area and work in partnership with their councils.

“The tourism industry was delighted at the report of the Local Government Rates Inquiry Panel earlier this week which strongly rejected any proposal to charge bed taxes. TIA’s submission to the Panel said bed taxes would harm the tourism industry. The Panel agreed with TIA’s submission that councils needed to make better use of the funding mechanisms already available to them such as targeted rates and user-

pays. We look forward to working with local government on these issues.”

Other speakers during today’s proceedings discussed the importance of marketing, festivals and events, in encouraging people to visit during the low season.

“It’s not about discounting when the peak season is over but about adding value and giving people a reason to visit your region. Operators need to think about what they can do to make it as easy to buy their products in the low and shoulder season as it is to buy a trip to Australia with just one phone or internet transaction for the flight, accommodation and transfers,” Ms Luhrs said.

The conference concludes this evening with the announcement of the winners of the Tourism Industry Awards 2007 at a celebration dinner at the SKYCITY Convention Centre, Auckland.

For more details on the conference programme, go to www.nztourismconference.co.nz

The Tourism Industry Conference is recognised as the most important annual forum for the tourism industry. The conference is managed by TIA, with support from key industry partners including the Ministry of Tourism and Tourism New Zealand.

ENDS

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