Tourism industry preparing for changing markets
New forecasts show that tourism is on track to continue its position as one of New Zealand’s biggest export sectors, the
Tourism Industry Association New Zealand (TIA) says.
The forecasts, released by the government today, show that visitor spend is expected to grow 18% between now and 2019,
from $5.5 billion to $6.5 billion a year.
“The forecasts highlight opportunities to grow tourism’s multi-billion dollar contribution to New Zealand’s economy. The
challenge for our industry is to treat these figures as a minimum target and to then take cohesive action which drives
even greater returns for the industry and our individual operators,” TIA Chief Executive Martin Snedden says.
Tourism 2025, the new national tourism plan due to be released at the 2013 TIA Summit on 1 October, is focused on
identifying the combination of factors which can drive much better results for the industry than has been occurring in
recent years. TIA is developing this plan in conjunction with a range of tourism industry leaders within both the
private and public sectors.
The new forecasts reinforce the reality that some of the greatest opportunities for New Zealand’s tourism industry lie
within the Pacific Rim, most obviously within the rapidly growing Chinese market but potentially with other Asian
visitor markets too.
These forecasts also highlight the fundamental structural change facing the tourism industry, with some traditional
markets continuing to struggle and newer markets on the rise, Mr Snedden says.
Preparing the industry to function successfully in the face of these fundamental changes is an important focus of
Tourism 2025.
“The changing face of global tourism presents New Zealand with many challenges and a number of potentially excellent
growth opportunities. New Zealand has to be better ready to compete hard on the international stage for the tourism
dollar,” Mr Snedden says.
Visit www.tianz.org.nz/main/NZ-Tourism-2025-Growth-Framework for more information about Tourism 2025.
Go to www.tianz.org.nz/main/2013_TIA_Summit for details about the 2013 TIA Summit, taking place at Te Papa, Wellington,
on 1 October.
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