Powerful Partnerships Enhance the Visitor Experience

The national tourism industry is seeking a stronger partnership with local government.

The ‘Local Government and the Visitor Industry: A Powerful Partnership’ guide was recently launched by the Tourism Industry Association of New Zealand (TIANZ) and Regional Tourism Organisations New Zealand (RTONZ).

This was developed to inform candidates in the upcoming Local Body elections of the value that tourism brings to local communities and the regions throughout New Zealand. The guide highlights the importance of partnerships between council, local businesses and community organisations to collectively enhance both the local and visitor experience.

RTONZ Chairman Don Gunn says councils are arguably tourism’s most important partner. “They play a huge role in determining the level and quality of visitor services and infrastructure available, the events that take place and the public money that is invested in destination promotion. This activity helps attract visitors, influences how long they stay and importantly whether visitors recommend the region to friends and family”.

Tourism Central Otago, the Regional Tourism Organisation tasked with promoting Central Otago as a visitor destination has sent a copy of this guide to every candidate standing in the local body elections.

“This guide gives great insights into how council and the wider tourism industry can work in partnership to enhance the visitor experience to benefit the Central Otago economy”, says Michelle Kinney, Tourism Central Otago.

Key Statistics:

In a recent BERL report (July 2010) it was highlighted that 7.5% of employment in the region is in tourism related industries, the national average is 5.2%.

Tourism also accounts for 4.5% of direct GDP in Central Otago at $35.3 million per annum.

There are 498 businesses directly or related to tourism activity in Central Otago, which is 6.2% of all businesses in the region.