- The New Zealand Tourism Strategy 2015 was launched by Prime
Minister Helen Clark in 2007. The Strategy is underpinned by two
key values, kaitiakitanga (guardianship) and manaakitanga (hospitality).
According to the NZ
Tourism Strategy website: "These values provide the foundation
for a sustainable approach to the development of our tourism industry.
If we embrace these values, we will achieve our vision for 2015."
According to New Zealand Tourism Forecasts 2007-2013, international
visitor arrivals are forecast to grow at an average of 4.0 per
cent per annum to reach 3.2 million visitors, or 750,000 additional
visitors per year in 2013.
Expenditure is expected to grow at a faster rate of 7.4 percent
to reach $10.5 billion. This represents $4.1 billion in extra
spending by international visitors in 2013 compared to $6.4 billion
All regions in New Zealand are forecast to increase their tourism
receipts between 22 -57%. Regions with higher exposure to international
markets such as Queenstown, Auckland, Rotorua,
Fiordland, Canterbury are generally expected to perform above
the national average.
A draft of the New
Zealand Tourism Strategy was released for public comment in
May 2007 and the final New Zealand Tourism Strategy 2015 will
be released in November. Said Tourism Minister Damien O'Connor
"When the draft Strategy was released, I issued a challenge
to the tourism sector. I said we needed to be bold and daring
in our approach to the development of tourism into the future.
I sensed a strong desire throughout the sector for leadership
and direction to create a tourism industry that is a global leader
in sustainability. That is, sustainability in all its forms.
There was overwhelming support for a bold approach, with aspirational
targets. The comments received from over 100 individuals and groups
on the draft strategy showed that you are willing, and eager,
to take up that challenge.
There was also overwhelming agreement that 100% Pure New Zealand
is a highly successful national tourism brand, and that we must
take the necessary steps to ensure its ongoing credibility.
The draft Strategy makes sustainable business practices central
to the future vision for our industry. Its actions and recommendations
seek to ensure that, through to 2015 and beyond, New Zealand's
tourism sector delivers a world-class visitor experience. The
strategy will provide direction to boost prosperity and attract
ongoing investment, while taking a leading role in protecting
and enhancing the environment.
As the Prime Minister has said, operating sustainably makes good
financial sense. Research undertaken in January found that 27%
of New Zealanders said that they have purposely avoided buying
from companies because of their impact on society or the environment.
The survey also indicates that up to 1.4 million New Zealanders
say they will pay a premium for products and services, which have
a positive social or environmental benefit.
What these results highlight is an increasing expectation by New
Zealanders that businesses will act responsibly to address issues
of sustainability -- environmental or social."
SUSTAINABLE TOURISM CHARTER PROJECT
Tourism Charter Project is a joint initiative between the Ministries
of Tourism and the Environment. Funding for the project came from
the New Zealand Tourism Strategy 2010 Implementation Fund. Regional
Tourism Organizations (RTOs) were invited to participate in the
Charter project in January 2005 and six were selected:
Rotorua Tourism Marketing
Bay of Plenty
Recognizing that the tourism industry is largely comprised of small
to medium-sized businesses, the charter project has been designed
to provide sufficient flexibility to participating regions and businesses
to allow them to identify and concentrate on their specific issues.
This bottom-up approach is intended to facilitate the creation
of regional clusters of businesses that are adopting sustainable
business practices. Businesses are required to monitor their progress
on areas such as waste management and minimization practices, workplace
practices that encourage sustainability, community involvement,
supply chain management, and sustainable design.
ENVIRONMENT NEW ZEALAND 2007
Comments from Environment
New Zealand 2007 Draft Conclusion:
However, it is the very aspects of New Zealand's environment
that underpin our economic wealth through tourism and primary
production – our iconic flora and fauna, our stunning
wilderness areas and our rural landscapes– which are particularly
vulnerable to increasing pressures. This is perhaps the critical
area where New Zealand differs from other developed countries:
other countries do not rely so heavily on the preservation of
their natural environment for their economic wellbeing.
Tourism can sometimes act as a brake on the trend towards more
intensive land use. Our single largest foreign exchange earner,
tourism contributes significantly to the New Zealand economy,
particularly in areas outside of the main centres. In some high-value
tourist areas it competes with or replaces primary production
as the largest employer.
As tourism relies on our '100 percent pure' image
to promote New Zealand overseas and attract overseas visitors
to our unique natural landscapes and outdoor activities, it
is in the industry's interest to protect the environment
and ensure its viability into the future. Reflecting this, a
number of participants in the sector have actively pursued sustainable
tourism practices, including through the Sustainable Tourism
However, while tourism generally drives conservation of the
natural environment, it can also put pressure on it through
increased numbers of visitors travelling to and recreating in
our wilderness areas, increased use of infrastructure, increased
consumption of natural resources and increased waste generation.
The industry's own long term development strategy ('New
Zealand Tourism Strategy 2015') aims to increase tourist
numbers by four percent per annum to 3.1 million international
visitor arrivals by 2012 and this has some significant implications
for both fragile ecosystems, and infrastructure and services
in largely rural towns and settlements.
According to a report
on Beehive, $840,000 of funding is being committed to local
tourism businesses to help them improve their environmental
sustainability, the government has announced. Tourism Minister
Damien O'Connor said the Sustainable Tourism Advisers in Regions
(STAR) Project would help up to eight regions in New Zealand
fund the costs of an adviser who will work with tourism operators
to reduce their business' impact on the environment.
The new project is intended to be complementary to Qualmark,
the independent classification and quality grading system for
New Zealand hoteliers, camping grounds and backpackers. New
criteria on their system required top performers to show evidence
of effort to minimise their environmental impact. The funding
will be alloted on a contestable basis from region to region.
Zealand Tourism Strategy (draft)
Zealand Tourism Strategy (PDF)
conference Speech 2007 - Damien O'Connor/Beehive
future is bright for the tourism industry - Damien O'Connor/Beehive
Tourism Charter Project
tourism sustainability website - Beehive.govt.nz
website set to benefit NZ ecotourism industry - Scoop
New Zealand 2007 Draft Conclusion
it OK to fly to New Zealand for a holiday? - GreenTraveller
100% PURE NZ
100% Pure New Zealand
Pure New Zealand Layer on Google Earth
for climate change: can we keep the brand? - Colin James
About '100% Pure NZ Advertising Campaign - Scoop
Away - New Zealand Listener
Visitor Satisfaction Survey