Groundbreaking research shows state of tourism sector

Groundbreaking research on the mood of business operators in one of New Zealand’s biggest export sectors shows the tourism sector is grappling with a fast-changing environment.

The first annual State of the Tourism Sector 2011 was released at the Tourism Summit 2011 in Wellington today. The research was prepared by the Tourism Industry Association New Zealand (TIA) in partnership with Lincoln University. It describes the challenges faced by the industry and provides insights into the opportunities for the future.

TIA Chief Executive Tim Cossar says no similar research on the mood of the tourism industry in New Zealand is available. The document provides an excellent snapshot of where the industry is currently positioned and where the challenges lie.

“It confirms for us the issues that were raised by operators in the road shows TIA ran around the country in March and April. As well as economic conditions, operators are grappling with the impacts of natural disasters in Christchurch, Queensland and Japan, the changing visitor mix, and preparing for Rugby World Cup 2011,” Mr Cossar says.

The document also highlights the diversity of the tourism industry, which ranges across accommodation, transport, attractions and activities. These are found in almost every part of the country, from remote wilderness areas to central city locations.

“This diversity is both a strength and a weakness. The research identifies that achieving greater cohesion across the sector will help us collectively deal with the issues we are facing,” Mr Cossar says.

Professor David Simmons of Lincoln University says other findings highlighted the importance of the visitor economy to New Zealand, the critical nature of airline connections and the growing use of social media. Professor Simmons also said that partnerships beyond the tourism sector were needed to strengthen the position of the industry and raise its profile.

Data for the State of the Tourism Sector 2011 was derived from TIA’s own Insights Monthly along with qualitative interviews conducted with 16 tourism stakeholders around the country.
Click here for a copy of the State of the Tourism Sector 2011.