The Award was for Innovation/technology/Sustainability; for  an outstanding innovative project that contributes to best practice in the Museum Sector in  New Zealand.

Tuhura is for the traveller who wants to discover the background, legends and local stories behind the places they visit. Wi-Fi enabled, Tuhura uses short film clips (about 90 secs) to tell the stories of New Zealand-Aotearoa’s history and culture.  The six hours (over 500 film clips) of deep travel video content is being added to weekly and can be selected by GPS location, NZ map or date.

Auckland, Northland, Rotorua, Waitomo Caves, Wellington, Nelson/Tasman, Marlborough, Otago/Queenstown, Otago Central Rail-Trail – all have extensive coverage.  Other locations are being added regularly.  Chinese, Japanese and Korean versions will be available by mid-2013 in their respective language app stores.

Price to download: Tuhura lite (free version); Regions $NZ2.59; National $NZ4.19.

What is the general perception of our Chinese visitor? It is a group package visitor who stays in New Zealand 3 nights and predominantly visits Auckland and Rotorua. How could they possibly appreciate New Zealand in only 3 days you might ask? Well the reality is, New Zealand is not their holiday destination, only their stopover on the way back to China after visiting Australia. It’s similar to kiwis going to Europe and saying they have been to France when they only stayed in Paris for 3 nights. Hopefully, that ‘taste’ is enough to encourage them back again, and often it is.

The above mentioned visitors in the industry are known as the ADS Dual Destination Shopping Tour groups which up until the last few years were 75% of our Chinese visitors. ADS stands for “approved destination status” which is an agreement between the Chinese and New Zealand governments (1999) which lets’ holiday travellers visit a country in a tour group. In recent years NZ Chinese inbound tour operators have been working with Tourism New Zealand and trade to encourage more ‘mono’ (NZ only) destination tours and the percentage of FIT visitors coming to New Zealand on FIT/ADS and non ADS visas, is increasing. This is to the benefit of the industry as they generally stay longer and spend more. At December 2012, this percent had dropped to 65% and with the new PKP (preferred kiwi partnership) programme being initiated by Tourism New Zealand, we look forward to more independent Chinese visitors travelling further to the regions.

The new visitor is likely to well educated, younger and keen to self drive. Operators should be taking steps now to improve the satisfaction levels of these discerning consumers with translations and signage even though they are likely to be able to speak English. They are more interested in “feeling” the product and getting up close to nature and adventure activities. They are experienced travellers having already visited Asia, North America and Europe and big users of technology and social media.

Discussions between the private sector and government agencies demonstrate a common goal of delivering a world class experience to our valued Chinese visitors.  If private sector operators deliver the experience on the ground by learning more about their culture, language and protocols and government assists behind the scenes minimising barriers to travel, then together we are well on the way to exceeding the Chinese visitor travel experience and expectations.

The 2012/2013 season seems to have got off to a better start than expected. During the conference last year operators were ‘pretending’ to be cautiously optimistic. By the December Xmas Symposium the mood had changed to being ‘cautiously’ optimistic  and after a round of visiting operators in Queenstown and Rotorua, I’m pleased to report that for many operators, the season is going better than expected with many ‘optimistic’ that the season is better than last year.

One of the questions I have been asking operators is what is your group versus FIT (free independent traveller) percentage? This is answered quickly as a common breakdown statistic operators have being keeping for years. The next question of “what percentage of your FIT business is pure direct versus FIT business coming from an inbound tour operator?” This question caused some pause with some replies ‘not sure’. The reason I asked this is because, as the nature of how your visitors come to you has changed over the last few years with stronger internet, website and social media intelligence, there has been the perception that inbound tour operators are on their way out.

Not so. The traditional distribution channels have certainly had a shake up with a decline in group business and rise in FIT’s, but what some suppliers don’t realise is that inbound operators have changed their business models to accommodate this. Your FIT statistics should demonstrate those who are vouchred by an inbound operator, those who book online via your own website, those who book locally via the i-site or accommodation referral, and those who come to you via an online travel operator.

The short lead in time was another area of discussion. No real surprise there but considering only a few years ago we were talking about 18-24 months brochuring in advance with inbound tour operators, today’s ‘sales environment is quite instant and often geared by airline prices to New Zealand.

By the way, when discussing group business versus FIT, all operators said they prefer coach loads of visitors arriving at a pre determined time rather than not know how many FIT visitors per day ‘could arrive’. Supplier members strongly encourage our inbound operators to “keep getting the group business”. The western markets are our strongest FIT travellers so we need to perhaps look at new group business potentially coming from Eastern Europe (Russia), the UAE and Brazil in coming years.

Although none of the above are on Tourism New Zealand’s top tiers of marketing spend, be assured that the modern inbound tour operator are always thinking of ‘growth and how to make money”. If all decision across the industry – both private and public sectors (particularly policy) were made on this basis, then our economy would be in a better place.

All the best that the remainder of the season produces a better than expected result.

There has been some talk recently in the media about the 100% Pure New Zealand campaign – not as its effectiveness as a marketing campaign or how can we be 100% Middle Earth when we are at the bottom of the world (or the top depending on your perspective) but should we use a campaign slogan of 100% Pure in regards to our environmental status?

The 100% Pure New Zealand campaign was first delivered to the world in 1999 and I remember with excitement the range of opportunities the 100% Pure destination marketing campaign presented to different operators.

‘100% Pure New Zealand’ tells the story of how our landscape, people and activities combine to deliver a visitor experience that is unique to New Zealand. It is a tourism marketing campaign that has proven very adaptable across all markets and media. The statement is multidimensional – it has been used as 100% pure relaxation, 100% pure welcome, 100% pure adrenalin, 100% pure luxury, 100% pure you, etc. – all connected back to the core premise of 100% Pure New Zealand.

In Tourism New Zealand’s 2012 international visitor survey, our landscapes and natural scenery got an overall rating of 9.5 out of 10 – the highest rating in the survey. 8 out of 10 international visitors say that the environmental practices of the New Zealand tourism industry are better than in other countries – and that overall the New Zealand environment is being managed sustainably.  In fact not only have we won the best destination marketing campaign for the 100% Middle Earth as per the World Travel Awards 2012, TNZ and the 100% campaign have won numerous other awards over the period of 13 years the campaign has been operating.

100% Pure is not an environmental or ‘clean and green’ claim.  Tourism operators in New Zealand are responsible caregivers of the environment and are proud to share with our visitors their commitment to being as sustainable as possible. More than 1,000 New Zealand tourism businesses have met the strict criteria and hold an Enviro Award status and on an international scale this represents one of the largest clusters of recognised sustainable tourism providers. Our partnership with DOC (Department of Conservation) is a great example of working between the private and public sectors both via the concession and the conservation programmes.

While the media and general public are at liberty to make comment re the 100% Pure New Zealand campaign, the literal translation of 100% pure has been taken too literally and the evidence produced less scientific and more of a ‘gestimate’. Can we do better with our sustainability and environmental position? Yes of course but for the media to portray the country as an environmental disaster is potentially more damaging to the future of our tourism export receipts than the high dollar.

While I appreciate there is a spectrum of opinion re the 100% Pure New Zealand campaign, let’s make sure the discussion is around its effectiveness in marketing New Zealand rather than an ad  hoc environmental score card.

We have been operating for two weeks now (opened 14 December) with only one wet day that proved this is the place to be in the rain. The walkway is suitable for use in most weathers, with rainy days having the added advantage of increased bird and insect life.

We have umbrellas available to hire and also sell inexpensive ponchos so if you need something to do on a rainy day come and do New Zealand’s only treetop walk and then relax in our licensed Mahinuapua Cafe.

WETA Limited – www.wetanz.com   Contact person: Tim Lautner

TIME Unlimited – www.newzealandtours.travel Contact person: Neill Sperath

Hollyford Track – www.hollyfordtrack.com Contact person: Nigel Kerr

Agroventures – www.agroventures.co.nz  Contact person: Mary Tolley

Re the value of “the Hobbit” to New Zealand, Lesley endorses the commitment that Air New Zealand and Tourism New Zealand have demonstrated in supporting the films and believes that the Hobbit potentially can be our most valuable marketing promotion for the next decade. The film trailers in cinemas around the world will be complimented with 100% Pure New Zealand advertisements. This combined with the social media phenomena will keep New Zealand in the minds of potential visitors.

Fans are spending up to $20,000 per person to be here and travel the length and breadth of the country. Speaking to as group of six ladies from Portugal, Mexico, Adelaide and Perth, their trip to New Zealand was their ‘bucket list’ tour and while their families thought they were ‘crazy’, they were bringing back their families in the future whether they liked it or not. The repeat future business cannot be under estimated and should the Hobbit continue be part of the global ‘must read’ for young children, then we will be well served.

Is there a place for romance in business?  Absolutely, but with a few differences. Think of romance in a personal setting. Eyes meet across the room, a smile is exchanged and immediately your brain goes into overdrive wondering how you can arrange meeting or connecting without seeming too keen. You wait by the phone, check them out on Facebook and see who their friends are. If you are lucky the other person is doing exactly the same and before you know it, a relationship is formed.

In business the balance between the two parties is slightly different. One party (the seller or supplier) has access to information before the first ‘meet’ takes place so it is to their advantage to learn as much as possible about the other party (the buyer). The first meeting may be pre-organised, such as a trade workshop or consumer show, but often the seller is under-prepared and has higher expectations than the buyer, so could end up disappointed. The buyer is in the position of viewing several potential suppliers to have relationships with, so the seller initially needs to ‘woo’ the buyer. Once the buyer is hooked, both parties need to keep the business relationship working.  Regardless of what product or service you are selling, with all relationships, people are often investing in a ‘person they can trust’ ahead of the product.

Relationships that Tourism Export Council inbound tour operators have had with allied members have traditionally followed the process above. However, in recent years the balance has shifted with the supplier now in a position of selling their product direct via their own website, working with online travel agents (OTA’s) or having last minute FIT walk-ins. The relationship balance between inbound operator and supplier is more equal and both parties need to put the romance back into the relationship if they are to have a successful future.

The Tourism Export Council key networking events of the year are fantastic opportunities for these relationships to be kept alive and new ones forged. Having association memberships involves both sides of the relationship to keep working. The full advantages of being a member of the Tourism Export Council cannot be realised unless you participate in surveys, give feedback, ask questions and attend industry forums. Yes, sometimes this means further investment to sustain the relationship but the benefits are there if you choose to utilise all aspects of your association membership. We hope that it will certainly generate new business, but you also get to network with kindred industry professionals who are often facing the same challenges as yourself. And as if securing new business and learning from colleagues isn’t enough, you sustain lifelong professional friendships which in a country this size is very important.

So business and romance go hand in hand. Think about how you can keep the romance alive in your business relationships.

Full member KAD International – contact person: Gigi Wang

Waitangi National Trust – contact person: Nineke Metz

West Plaza & Bay Plaza Hotels, Wellington – contact person: Julie Wilcock

The structure will be assembled over the next eight weeks with members of the industry able to view

construction from mid November by contacting Rusty Donnell at treetops1@treetopsnz.com.

Opening is on track for mid December 2012 with the retail pricing to be adults $38, seniors $30

under 15 $15, under 5 free and families (2 adults and upto 4 children) $100.

Wholesale rates upon agreement.

WALK THE TREETOPS

Cheaper from China: by President Martin Horgan

The 30 day Asia rate structure we have today was an initiative I expect New Zealand picked up a couple of decades ago from other destinations frequented by Chinese travellers.

The philosophy in New Zealand behind heavily discounting short lead hotel inventory was to “stimulate and unlock new business” from what was then the new and developing China (and other Asia) markets.  The industry was also turned on by the prospect of last minute ‘top-up’ business that for many busy hotels represented the icing on the cake.

The forecast and outlook for inbound tourism is changing fast and arrival numbers from China are through the roof year on year.  At the same time some of our traditional markets are doing it tough.

This has to mean that we’re selling more rooms to Chinese visitors than ever before, and therefore a higher percentage of rooms are going out the door at Asia/30 day rates – often 30% below traditional wholesale rates.

Is this something the hotel industry is worried about?  As standalone room rates – are these short lead room rates sustainable for hotels?  If not, is there potential for this to be an issue for the greater industry as hotels can no longer afford to upgrade and re-invest, ultimately bringing quality down?

Increasing arrival numbers suggest we’ve been successful in stimulating the Chinese market and there is no doubt we love the late feed that China and other Asia markets offer.  But if we take a step back and look again at why we discount so heavily – is the Asia rate structure still relevant?

China is now the world’s second largest economy and gunning down the US quickly.  Wealth has increased significantly in China and so in 2012, in the middle of the ‘GFC’  (that’s messing up other economies all around the world) it would be very easy to argue that markets such as UK, USA and Europe need a hand up and some encouragement to visit to New Zealand more than China does.

As the balance of the world’s wealth creeps east we’ve seen visitor numbers from China rocket, but I wonder if during that time Asia discounting has simply become habitual for us?  What about when China becomes the world’s largest economy, will we still be discounting to this market?  Should we?  Right now that’s what it looks like.

We all know that China naturally has a late booking pattern.  What we’ve done over the years is create an industry where the market is aggressively driven by a 30 day rate structure, but I’d like to know…  is the bulk of the market  actually stimulated by it?

Does Asia discounting now just play into the hands of this market?  Would we do it again today?  Are we inadvertently supporting shopping tour operators who want cheap destinations to lure shoppers to rRather than positioning New Zealand as a desirable quality destination?

At what stage and under what circumstances should New Zealand consider weaning China off the 30 day rate card? It’s worth thinking about I reckon.

• Are you maybe multi-lingual?
• Are you dedicated and passionate about New Zealand ?

This small intimate Inbound company is looking for a star to join their friendly team.  This is a great varied and busy role that will be perfect for someone who is ready for a new challenge and enjoys working in this side of the industry.

If you are motivated with a high level of initiative, able to multi task and problem solving, and love what you do… then forward your CV to

FRANK@ANZNATURETOURS.COM