Symposium aims to strengthen tourism industry

Symposium aims to strengthen tourism industry

Investment in international marketing remains one of the priorities for the tourism industry at present, according to the Tourism Industry Association New Zealand (TIA).

This was clearly identified by the hundreds of tourism operators who attended TIA’s 10 Tourism Regional Leadership Series workshops held around the country through September.

The industry’s priorities and potential solutions are being debated at the Inaugural NZ Tourism Leaders Symposium in Wellington today. 

TIA organised this major event for about 200 tourism leaders and key influencers to make the vital decisions about how to maximise the potential of New Zealand’s $20.1 billion tourism industry.
“We need to ensure the support is in place to enable this important industry to grow and prosper as it emerges from one of the most challenging trading environments in years,” TIA Chief Executive Tim Cossar says.

“Lack of international demand is the biggest challenge facing operators.  It’s vital that we maintain and grow our share of voice in the international marketplace.”

Attended by Prime Minister and Minister of Tourism John Key, the Symposium is an opportunity for government and senior industry leaders to work together to identify solutions to accelerate New Zealand’s recovery from the economic downturn and to capture a greater share of quality international visitors as the world tourism industry takes its initial steps beyond recession.

“It’s a year since we released the Tourism Industry Election Manifesto www.tianz.org.nz so it was timely to update the industry’s priorities in light of the rapid changes in the global economy.

“It was clear from the workshops that tourism operators are fiercely proud of New Zealand and what we have to offer international visitors.  They want to maximise the benefits to the economy by working more closely with both central and local government.  The support of local councils is critical to growing tourism in the regions,” Mr Cossar says.

“Finding ways to encourage more New Zealanders to enjoy holidays in their own country is also a priority across the industry.  Operators suggested a range of innovative solutions that we are debating today.”

The Symposium also includes keynote presentations by international tourism experts and commentators Anna Pollock, CEO, DestiCorp and Philip Wolf, CEO and President, PhoCusWright Inc., who will challenge opinions and offer new ways of thinking. 

Other speakers include Associate Tourism Minister Jonathan Coleman, Transport Minister Steven Joyce, Reserve Bank Deputy Governor Grant Spencer and BNZ economist Stephen Toplis.

TIA has developed the Tourism Leaders Symposium on behalf of the Tourism Industry New Zealand Trust. New Zealand Trade and Enterprise is a strategic partner in this event which is sponsored by Air New Zealand.

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