Tourism operators doing it for themselves

Private sector tourism operators are taking increased responsibility for improving their business outlooks in the face of continuing challenges, a major new report by the Tourism Industry Association New Zealand (TIA) and Lincoln University shows.

State of the Tourism Sector 2012 assesses the current mood of the tourism industry, and investigates the challenges and opportunities operators are seeing in both the short and longer term. This is the second time that TIA and Lincoln University have teamed up to take the pulse of the tourism industry.

State of the Tourism Sector 2012 is being launched at a tourism industry function in Christchurch today.

Professor of Tourism at Lincoln University, David Simmons, says it’s been fascinating to see how the industry’s mood has changed in the 12 months since the first State of the Tourism Sector was published.

“In the last year there has been a shift among respondents towards a more active stance, with a tendency to look forward rather than back. This is resulting in more interest in networking and collaboration as a way to build the industry collectively,” Professor Simmons says.

TIA Chief Executive Martin Snedden says respondents interviewed for State of the Tourism Sector 2012 have identified a range of opportunities the industry can pursue, including cruise tourism, the conference and incentive markets, and the New Zealand Cycle Trail.

There is also an acceptance that visitor markets are changing quickly with the greatest growth coming from new markets like China, and operators need to adapt their products and marketing to meet the demands of new and niche markets.

“TIA members are facing a range of challenges including the continuing impacts of the global financial crisis, recovery from the Christchurch earthquakes and the need to adapt to changing visitor markets. But it’s fantastic to see the industry is looking to the future,” Mr Snedden says.

“Using a joint approach, the tourism private sector will more effectively come up with good solutions, at both the local and national levels. Working in partnership with central and local government, we can ensure that tourism continues to grow its contribution to New Zealand’s economy.”

State of the Tourism Sector 2012 is available on TIA’s website www.tianz.org.nz It combines historical data and future trend information gathered by TIA and interviews conducted by Lincoln University researchers with a range of tourism stakeholders.