Posts Tagged ‘regional differences’
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 June 12th: Xrated
Naumai
Recently I attended TRENZin my capacity as GM at Sanctuary Mountain.
It had been a number of years since I had attended this international trade show. The time at TRENZ was a great opportunity to reconnect with old friends, develop new business opportunities and appreciate the breadth and scale of tourism in New Zealand.
However I was struck by the sameness of the product on offer and in many cases the same product (although packaged differently) in a number of different locations around the country. How many variations of zip-lines do we really need in a country as small as NZ?!
Wouldn’t it be great if each of our regions was able to truly focus on their points of difference, the attributes and experiences that can only be found in that region.
Not only would that enhance the range of products on ‘offer” but would also further drive our visitors into the regions. Imagine marketing NZ as a series of sub-themes (highlighting regional differences) based around 100% NZ.
The further development of initiatives such as airbnb add a distinctive NZ and local flavour, and a point of difference to an already crowded accommodation market place.
Not doing so runs the risk of further enhancing a sense of sameness in tourism – that can be found anywhere in the world. Hotels of course can be a classic example of global quality, but blandness, that permeates much of the industry.
Ka kite ano
Malcolm