Archive for the ‘Our thoughts…’ Category
NZx 23rd October – life revisited…
Naumai
Since my last post I have moved to the North Island to take on a role as General Manager at www.maungatrust.org
I am still available to talk to you about your visitor experience opportunities – in whatever capacity.
My blogs on visitor experiences and tourism start again this week…so if you’re interested watch this space there’s plenty to blog about!
Ka kite ano
Four week old “Pounamu” a taonga from the South Island but born and bred on Maungatautari
NZx 31st December : random
Naumai
Imagine the scene…….out whale watching on a perfect day; lots of sperm and beaked whales, try flat water, no wind, sunshine.
Perfect combination right? Well almost…..
Unfortunately our guide for the trip liked the sound of his voice a little too much, the over-use of large words and a seemingly random ability to throw whatever he could think of in the mix.
The same experience recently occurred with a coach driver. Talking nearly non-stop in a random, un-coordinated way does nothing to add value to the visitor experience.
Honestly we don’t need to tell our guests everything!
Interpretation needs to be themed, the essential components planned and the delivered in an entertaining manner.
The approach by the guides/driver may contain elements of entertainment (an essential for great interpretation) – but only for the guide or driver concerned. Definitely not for their guests!
Ka kite ano
Malcolm
NZx 27th November: Aligned
Naumai
In my last post I suggested that one of futures choices in New Zealand tourism was to develop a variety of themed products and/or delivery of themes . After all many of our international and domestic visitors travel a familiar route through the country, touching on many iconic destinations along the way.
The key word in the opening paragraph is variety. If the product or the product delivery cannot be varied, then at least the way the theme/stories are delivered should.
Nearly two weeks on the road with American travellers recently re-enforced that thinking. From arriving in the country not knowing anything about possums the group left the country with the very strong impression that New Zealanders were fixated with possums.
The p word was mentioned every day. On one occasion an award winning operation from Queenstown, subjected us to three possum stories by three different guides – all within the space of a few hours.
Sure each story was generally correct and slightly different, but in that case the operator should have ensured other more telling and immediate stories were shared, and certainly not repeated!
This is not deride the stirling efforts of everyone seeking to control possums. It is simply a reflection on what was delivered by tourism operators and the overwhelming take away message: that surely this could be done better.
Ka kite ano
Malcolm
NZx 27th October:Integrated
Naumai.
One of the advantages of living in a relatively small country is the opportunity to integrate our delivery of visitor experiences and opportunities.
This opportunity was seized upon by various tourism initiatives over the years, including the development of Green Globe 21, Qualmark and the gradual upgrading of i-site services.
While some of these various integrated initiatives are now in place, the same cannot be said of the development of visitor experiences throughout the country.
Travelling around with a group of savvy international visitors, one soon (re) discovers that many of our visitor experiences are essentially copies of other experiences, in other parts of the country. Just how many bungy jumps, jet boat rides, marae visits, small ship cruising and conservation experiences do we need?
All the research suggests that integrated, themed experiences are what visitors seek, remember and recommend.
What we seem to have lost is the ability to develop or re-develop new visitor experiences that are different to anything else on offer. Good attractions do just this, re-developing their core business every 2/3 years. They know the importance of attracting new and repeat business, and standing out from the crowd.
All too often small businesses pour scarce resources into marketing instead of the product development phase. If they don’t get the theme, the visitor experience and the “offer” right early on they typically struggle to survive.
Many of our smaller visitor experiences then struggle financially, partly because they can’t make an impact in a crowded marketplace. A trend emerging is the conglomeration of many of the smaller entities into one overall business unit, while perhaps retaining the smaller brands for a “point of difference”.
Perhaps visitor experience operators should look integrating their key themes and visitor “offer”. The key focus should be on developing a visitor experience “offer” that no one else can.
Ka kite ano
Malcolm
NZx 6 October: Outmarked
Naumai
So the process continues for a revamp of the adventure tourism sector’s safety standards.
It certainly hasn’t been without it’s moments. The personal attack against an adventure tourism operator’s protests on the proposed changes by TIA Board member Geoff Gabities wasn’t one of them. Neither were some of the less than helpful comments by some TIA staff about individual operators and against the sectors vocal interest’s in participating in the debate. Finally the response by DOL was to be expected, way too bureaucratic and again over cooked.
Hopefully the appointment of Jeroen Jongejans to TIA’s Board as the Adventure Tourism & Outdoor Activities Division
representative will bring some rational sense to the debate.
It is a problem for those that work in Wellington. They tend to forget how small business’s in the outdoor sector work and don’t take on-board how to work with them – these operators aren’t large corporates. One person typically runs the whole business.
The delay in pushing the regulations through with almost unseen haste was inevitable. The Government’s response to the number of recent tragic incidents was too much too soon. Politically they may have been ill advised.
Now there are bigger threats on the horizon. With a lot of Government money floating around the implementation of the new rules the consultants and other organizations are lining up to feed at the trough.
No one seems to have addressed where this whole process will leave the already financially stricken Qualmark.
One would have to say the Outdoors NZ (formerly a small recreation/education orientated organisation) has effectively placed itself in a potentially strong position to do more – to the detriment of other tourism focused organisations such as Qualmark.
Whatever happened to the concept of a one stop shop and single branding entities for tourism? Dilution is not the solution!
Ka kite ano
Malcolm
NZx 22 September:Zoned
Naumai
So the RWC party has well and truly begun.
The local Fanzones I have attended have been well organised and seem to be attracting some good crowds. Interesting to know if anyone is researching why people are attending the Zones. You can get better coverage, cheaper alcohol and better food at many other venues, including your own home. Is it the social aspect of simply attending?
Not sure what international visitors make of some the Real NZ Festival events. Certainly the ones I attended focused on local musicians and a smattering (and I use the word loosely) of local crafts. Local music is great and it’s good to see it getting such a boost during the Cup.
It was disappointing to see one local musician put on hold while waiting for the Prime Minister to arrive. As they do, he arrived late, said some kind words and left. The musician was left with time to perform only 3 songs.
Frustrating for her and the band; certainly the audience, including a few international visitors, was frustrated.
In these situations the organisers need to show some “real sense” and focus on the audience’s needs. Other’s needs can surely wait until they actually arrive on the site.
If you haven’t yet made it to your local Fanzone or a Real NZ Festival event you should make the effort and go at least once. Its all 100% authentic!
Ka kite ano
Malcolm
NZx 9th September: sustainable tourism in NZ communities
Naumai
With the focus on the Rugby World Cup it is probably an appropriate time to review just how sustainable many of our tourism communities are. What happens after the hype has died away?
There are parallels between the Cup, a new tourism venture or a new hot destination arriving on the scene with a hiss and a roar. Many precious dollars are spent on marketing and public relations. A year, maybe two or three at the most, and the venture or destination has either gone, disappeared or lost it’s former dominance.
Some ventures or communities even fail to recognise the inherent opportunity in their destination.
Sustainable tourism is all about engaging, measuring, re-inventing and celebrating the integration of a community’s visitor attributes.
While some might argue that NZ should focus on a straight commodity driven economy, we believe tourism is the most sustainable way forward for a small country at the bottom of the world, for a nation literally on the “edge”.
At last a group of us have developed an approach to determine the key elements for developing a sustainable tourism community. This practical framework has been trialed in two destinations and clearly outlines some pathways forward for both. Want to know more – contact us now!
Ka kite ano
Malcolm
NZx 28th August:Bunkered!
Naumai.
Well this is a first. Called into ” (re) discover the Bunker – described by itself as a rustic and late night cocktail bar”.
Sure, all of us were in ski gear but imagine our surprise when the lone bar tender effectively suggested we might like to try another bar while we were engaged in studying the drinks menu. So if it wasn’t our dress was it because we were also looking through the Source to see what else might be on that evening?
Either way we paid more than above the going rate to enjoy the “rustic atmosphere”. We didn’t stay for more of the sublime service but did observe three other groups wander in and immediately wander out after sampling the “welcome” from the barman.
To be 100% fair we did note that he was devout in cleaning the soap dispenser while “greeting” each new group of potential customers.
Is this 100% NZ hospitality?
Ka kite ano
Malcolm
NZx August 12th:adventuring on
Naumai
It is with some interest, and considerable scepticism, that I read about yet another ongoing and increasingly heated debate about adventure tourism regulations in NZ.
Having spent a number of years working for TIANZ with the adventure sector in the mid 1990’s I, apparently foolishly, thought the “standards” issues were resolved. One of my last involvements with the process was to ensure that, in close consultation with the operators, a quality tourism standard process for each sector was developed. This was the forerunner for the Qualmark endorsement process.
Signed off by the industry, ACC and somewhat reluctantly DOL, the process was up and running.
So what happened? Did TIA/Qualmark drop the ball?
One of the key no-brainers in the process was to ensure yearly reviews of the standards by all stakeholders. It appears as though this has failed to happen.
Now we seem to be moving to a situation where a new process will add layers of cost and bureaucracy into the sector and at the same time prop up a whole new industry of auditors and support groups such as Outdoors NZ.
Nearly 15 years on the same arguments are being raised by all parties. It does appear that TIA is trying sideline the involvement of the very operators and spirit that helped develop the adventure sector in New Zealand.
I fully support standards for the adventure tourism sector, but not the way this process is being run or endorsed by those whose views may be somewhat jaundiced.
Ka kite ano
Malcolm
NZx July 25th:keeping it local
Naumai
Recently had the opportunity to raft down a well known river.
The website offered the promise of a spectacular float trip with informative stories by well trained guides.
The guides were well trained and apart from one wrong decision about choosing the correct path managed the physical process well. The scenery aspect was perhaps a bit over-hyped but it was the lack of knowledge and storytelling that let this experience down.
Our guide couldn’t answer some simple questions about the experience/environment.
While I’m not suggesting all guides need to be “local” (or at least from that country) it does add authenticity to the experience. The guide service should also ensure they can identify key features and related stories, rather than simply “fudging” a story.
If local guides aren’t available then more time and effort needs to be put into training and delivery methods.
Ka kite ano
Malcolm