28 July 2005

Nelson cultural tourism impresses Minister

Cultural Tourism plays an important role in the appeal of New Zealand as a tourist destination, Tourism Minister Mark Burton said today.

While in Nelson today he visited a number of Nelson artists and businesses showcased through the recently launched www.Nelsonescapes.co.nz website that profiles the range of cultural experiences available in the region, from a hands-on weaving workshop to a fully hosted tour of the region's art studios, wineries and restaurants.

"This initiative, developed jointly by the Nelson Bays Arts Marketing Network, the regional tourism organisation Latitude Nelson and Nelson Tourism Services is a terrific example of a local region working together to promote its attractions.

"One of Nelson's major points of difference is its rich variety of cultural experiences. The region is taking a very innovative approach to promoting this, and they are appealing to the most lucrative end of the international visitor market – the "Interactive Traveller'.

"Tourism New Zealand has identified the 'Interactive Traveller' as its primary target group for international marketing. The 'Interactive Traveller' is a discerning international tourist with considerable spending power, who seeks out authentic cultural experiences. They are high users of the Internet as a source of travel information.

"This new website for Nelson is well placed to appeal to the Interactive Traveller."

He also applauded the Nelson Bays Arts Marketing Network for responding swiftly and positively to the decision by the World of WearableArt™ to stage their annual show in Wellington. The network is taking Nelson arts to Wellington to go on show at Wellington's Shed 11 close to the Montana World of WearableArt Awards™ venue at the Events Centre. The exhibition will promote Nelson as a cultural tourism destination.

Nelson is one of five regions to have received funding through the New Zealand Tourism Strategy Implementation Fund to develop cultural tourism plans.

"It's pleasing to see the plan develop into very practical proactive initiatives to promote cultural tourism across the whole region," Mark Burton said.

ENDS

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