Posts Tagged ‘domestic visitors’
NZx: a collective difference
Naumai
A recent night sky experience has led us to reflect on the collective difference in NZ inc. By this we mean what are the unique selling points and subsequent tourism products of the region or place?
A quick search of night sky tours found at least seven “planetarium” , over fifteen “tours”, and at least 24 local astronomical societies that operate observatories on a few nights each month. We are certainly not decrying our night sky experiences. New Zealand is one of the best places in the world to see the night sky. The fact that the world’s largest Dark Sky Reserve and the world’s only Dark Sky Sanctuary on an island can be found here support this.
Another search could just as easily find different versions of essentially the same product, from zip-lines to jet boat tours, repeated throughout Aotearoa.
We first commented on the wider issue in 2011 and again in 2012.
We are a small country with a wide range of differentiation (landscape, culture, food, wine etc) between regions. Our collective differences are potentially our strength.
One can only hope that the Provincial Growth Fund recognises this when making it’s deliberations.
There are hints that perhaps the rise in international visitor numbers is starting to slow. We must continue to grow, differentiate and create points of difference in our tourism product.
These should be regionally based, unique and reflect the culture and stories of that place. Not simply repeats of a similar experience found elsewhere in the country.
How many night sky experiences do we need?
Ka kite ano
Owaka in the Catlins, and it’s famous teapot collection
NZx: March 22nd – southern road trip
Naumai
It is always a privilege to “share” Aotearoa / New Zealand. It matters little if the audience is domestic or international , hitting the road to explore our place in the world is one of life’s pleasures.
This summer was however different. Tasked with sharing the southern part of the South Island with a group of international visitors (including over the Chinese New Year period) I reflected on what one might find.
Reading and listening to media headlines I was expecting a constant stream of polluting freedom campers, over priced food and lodging, little space, tired operators, and people literally everywhere – even in my normally quiet haunts and secluded places!
The trip took in every destination and more, between Christchurch and Bluff via the Catlins, Manapouri, Te Anau Queenstown and Wanaka.
So summing up the trip was a great success, we achieved most things we promised our visitors and more. We saw rare and endangered wildlife, meet some fantastic locals, enjoyed great food and wine and the whole gambit of southern landscapes.
That of course is the official version.
My overwhelming impression after ten days on the road in the southern South Island, is of too many people in too many locations. I mean literally no one used to go to Slope Point (the most southern point of mainland NZ) , a full car park at Bluff mid afternoon (great views) and absolutely no where to turn in Wanaka around 4pm.
I am apprehensive when I hear local operators saying that bookings for next year re even higher than this summer, in one case up to a third. What does that mean for tourism’s social license to operate?
Here are some facts:
The number of international visitors coming into NZ averages over 320,000 a month
This is an average yearly growth of over 5.65 for the last ten years
More than one in ten jobs is indirectly generated by tourism
International visitors contribute $ 40 million per day to the economy
And New Zealander’s (2017) views on tourism
96% of us agree tourism is good for NZ 35% think tourism puts too much pressure on NZ 21% think there are too many visitors
Challenges for NZ’s around international visitors include: road congestion, litter and a high risk of motor accidents
In earlier blogs we have discussed the opportunities and challenges for tourism in maintaining and enhancing a social license to operate. Some initiatives such as Tourism Aotearoa’s sustainable tourism are small step in the right direction. But if this years southern experience on the road is next years reality, then we have a serious problem – with no coordinated response in sight.
Ka kite ano
Visitors on the beach – Moeraki Boulders
NZx October 14th : Crunch summer ahead
Naumai
All the indications are that this will be a crunch summer for tourism in New Zealand.
Reports suggest many accommodation providers are full, attractions run the risk of turning people away and transport providers (particularly rental providers) have invested in new stock.
The likelihood is that international visitors will be here in increasing numbers, particularly in iconic locations. Will that create a problem with New Zealand domestic visitors seeking the relatively uncrowded experience they have been accustomed too?
Ship Cove/Meretoto in Queen Charlotte Sound is a case in point. Easily accessible by scheduled boat services, private vessel and some international cruise ships, the iconic site maybe under threat from sheer numbers this summer. The track (and it certainly isn’t of a great standard) is often quiet but from November to March that changes. At any one time the narrow track can be full of visitors, both domestic and international, throughout the day. At what stage is the visitor experience compromised?
Solutions to this “nice to have” problem are complex. Tourism New Zealand is moving to focus marketing efforts on the shoulder season, the conversation around taxing international visitors is gaining momentum and both traditional media and social media are focusing on the opportunities.
Ka kite ano
Ship Cove / Meretoto, Marlborough Sounds
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