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.

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

It was suggested recently that our industry was fragmented.  This isn’t the dairy industry with a uniform product and sell price. Tourism represents a few thousand operators, none of which offer the same product.  We’re all competing in the same market place and quite often for the same business – each trying to make a dollar.  While there is a degree of diversification or fragmentation in our industry, it doesn’t mean that we are broken – we’re not, and this is a message that we need to send to the policy makers and parliamentarians.

During a period of difficult trading, the Tourism Export Council membership has grown.  This is a strong indicator that the industry and our members recognise the value in solidarity and that as individual operators, we need to look at the bigger picture. We can learn from working with each other successfully and can certainly achieve more collectively that we can as individuals.  If we were truly a fragmented industry, representative organisations such as the Tourism Export Council would be dead in the water – and I’m glad to say, we’re not.

The NZ Herald quoted an industry leader recently as saying “the industry had to accept it had done a done a poor job of promoting New Zealand and needed to do something about that”.  This is tough talk and although we can always do more collectively, our marketing has been smart and for the most part cohesive.  Tourism New Zealand have lead this and have increased presence off-shore, are engaging in multiple channels and actively pursuing new market opportunities in Asia. Coordinated successful famil programs have continued to support our highest yielding markets and have led the New Zealand trade off-shore to participate in various trade and kiwilink road shows.  As operators, we back this up with our own marketing dollars and activities that take our members to all corners of the globe.  Promoting first, destination New Zealand and secondly our own products.

But there is still room for improvement.  The industry and ‘all its partners’ need to be sure we’re kicking goals for the same team and have the same objectives.  The wider industry needs more opportunity to communicate internally to understand and agree what the immediate and long term objectives, opportunities and risks are for New Zealand tourism. Then we can agree how best to manage that information.

I look forward to catching up with you all at Conference 2012 on the West Coast.

Martin Horgan – President

Two of New Zealand’s top operators have been recognised as the best in the business by their industry peers at an awards dinner held at Shantytown on the West Coast.

Pacific Destinationz was named as the Inbound Tour Operator of the Year, while the Scenic Hotel Group received the Operator of the Year Award, at the annual Tourism Export Council awards night. Inbound tour operators nominate allied supplier members and allied members nominate inbound tour operators. The groups are judged on their innovation, marketing, business operation, communications, accessibility and industry relationships. The Board then assesses those nominated based on a points system to choose three finalists and it goes back out to the respective member groups to vote for the winners.  

Pacific Destinationz– “Inbound Tour Operator of the Year” 2012

Pacific Destinationz Limited is a wholly New Zealand owned company operating as a wholesale inbound tour company in New Zealand and Fiji. Relationships and partnership with New Zealand accommodation, transport and sightseeing providers is critical to any successful operation. Pacific Destinationz has always highly valued these relationships and fully realise that without their support they would be unable to achieve standards of excellence.  Pacific Destinationz offers a full range of product to all markets but has tended to concentrate in developing markets such as Southern Europe and South America. With a stable committed team with multiple language skills, the company fully realise this award is true recognition of the outstanding work of the “PD family”. As a finalist for the past three consecutive years, the Management and staff are truly honoured and humble in accepting the award.

Scenic Hotel Group– “Tour Operator of the Year” 2012

Scenic Hotel Group is the largest New Zealand owned and operated hotel chain. Formerly Scenic Circle, the Group rebranded in 2009 and consists of the Qualmark 3-star Heartland Hotels, 4-star Scenic Hotels and the 5-star Te Waonui Forest Retreat.  Multi-million dollar annual investments in refurbishment, renovation and expansion, and a dedication to the best New Zealand suppliers and products keeps the Group at the forefront of domestic and international tourism. Family values driven by the entrepreneurial and philanthropic Hagaman family underpin the highest levels of service and commitment to the best in tourism and hospitality. The Scenic Hotel group and team are ‘delighted’ to be recognised by their industry peers and business partners in accepting this award.

Once in the red-zone it’s obvious the city’s modern day city planners have a blank canvas to work with.  I for one, hope they take advantage of this remarkable opportunity and think outside the box to create a blended city of historical and modern architecture – a low rise, vibrant city well defined into precincts.   A transport efficient,  sustainable, environmentally friendly city that is not only a positive, easy and fun to live in, but hugely attractive to visitors.

I also truly hope however, the assigned visionaries respect the past, our history and the cornerstones of the city’s famous architecture.  It astounds me that the city’s Anglican Bishop is vigorously pounding the streets demanding that the Christchurch Cathedral be torn down to only 3 metres in height.  The Cathedral is so much more than an Anglican Church; it is undoubtedly the heart of the city.  Christchurch without its Cathedral would be like Sydney without the Opera House, New York without the Statue of Liberty or Paris without the Eiffel Tower.  More than 80% of visitors to Christchurch visit Cathedral Square.  It is our most prized possession and yet its fate may well rest in the hands of the Anglican Church. I know they own it but the Cathedral is more than a place of worship, more than stone & mortar – it’s the heart of the city.

I reckon, if we let the Cathedral tumble, we’ve well and truly given in to Mother Nature and her earthquakes – and that’s not what we’re about.

During WW2, more than 70% of Berlin was flattened – about the same as Christchurch CBD.  Today Berlin rivals Paris as a must visit European destination.  During the cities 70 year rebuild (so far…) it’s obvious the Germans hugely respect their heritage and history.  Modern Berlin is a vibrant mix of the old and ultra-modern. It is amazing, awesome in fact.

We’ve already seen so many remarkable buildings in Christchurch crumble, I’d rather see some of our most prized structures (such as the Cathedral) left in ruins for 10-20-50 years until somebody has the money and inclination to do something positive with them, rather than the wrecking ball.

If tourism is to return to pre-quake levels by 2017 as suggested, we also need to get a serious rattle on.  Key projects need to be defined and work commence.  A Conference centre, a long term events, sporting arena and stadium will encourage new hotels, which in turn will encourage permanent restaurant and shopping precincts.

A USA travel wholesaler who recently visited Christchurch, told me for the meantime at least, she won’t be selling Christchurch to her clients.  She said her recent visit to the city had made her cry, she was sad and went on to tell me that her client’s limited time in New Zealand was too valuable to spend in this compromised city – especially when the South Island and rest of New Zealand has so much to offer.

I’ve got high expectations that the 27 July announcement from the CCDU will give me and my clients, confidence that the city is moving forward, becoming something very special and a must visit destination in any New Zealand itinerary.

Martin Horgan – President Tourism Export Council of New Zealand

Email: info@tourismexportcouncil.org.nz

Free offer to members – Try it, use it, test it out…..

After 4 years of rapid growth we are pleased to give our fellow members an opportunity to use Tourism Radio for a week or even a month… when you travel anywhere in New Zealand during the next 3 months we welcome you to take advantage of our free offer to members.  Put away your guidebooks, maps and brochures and let Tourism Radio guide you to all the best things to see and do, places to stay, eat and drink!   Along the way you’ll enjoy easy listening music and learn interesting facts about the history, geography and culture of each area you drive through.  You’ll be guided to activities and attractions we highly recommend, our “Top Picks”  …fun for the whole family, for overseas tourists or for the sole driver it’s great company.

See the video at www.tourismradio.co.nz  …It’s so easy to operate.  Simply play it through your vehicle radio.  If using a GPS on your trip we will provide a double adapter upon request.

Simply fill out the booking form and we will send a Tourism Radio device to your door, with a return courier bag enclosed to use at the end of your trip.

Book your Tourism Radio Guide

Tourism Radio Guide is yours for FREE to try, test and enjoy during July, August & September.  Once your booking has been emailed or faxed to us your Tourism Radio Guide unit will be reserved and then delivered to your address by the date you require it.    Thank you from the team at Tourism Radio!

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Email to:  kredpath@tourismradio.co.nz     Fax to:  09 475 6538     Phone: 0800 868 769

I hope that all members will extend a warm welcome to them and we look forward to working with you. Great that we will be having an onsite visit to Monteiths at our Conference ‘kiwiana’ themed farewell function!

Building on that held by the Bus and Coach Association (NZ), this new concession will allow TECNZ members to  accompany clients beyond parking areas and into public conservation areas as they tour around New Zealand. Revenue gathered through this concession will go toward DOC’s recreation and conservation work around the country.

The concession came into effect on April 1 and, while primarily aimed at coach tour groups, can be used by TECNZ member-operated minivans and chauffeured vehicles if they meet the other criteria. Members wishing to spend more than an hour at any one site are still required to apply for a concession in the usual way.

This concession brings TECNZ into line with other tourism concessionaires who currently visit public conservation areas as part of their itineraries in terms of fees and group sizes. The first year will act as a trial process to identify anomalies and allow TECNZ members to cost fees into future itineraries.

TECNZ Chief Executive Lesley Immink says that being a DOC approved concessionaire will add value to inbound tour operators marketing efforts as a strong point of difference going forward. TECNZ members will receive a detailed information pack over the next few weeks outlining process and documentation required.

Moatrek New Zealand www.moatrek.co.nz and Naturally New Zealand Holidays www.nnzh.co.nz. Great to have you as part of the Tourism Export Council inbound tour operator team. We look forward to working with you in the near future.

Inaugural Young TEC meeting in Queenstown a success!

The first meeting of Young TEC founding members hosted by the Novotel, Queenstown last week during Trenz was hailed as a success by those who attended. Initiated by AOT (NZ) Stephen Marshall and Nelson Tasman Tourism, Loren Heaphy, it was hoped up to 30 pax may attend so they were delighted with the 45-50 who turned up during a very busy week. Chief Executive Lesley Immink began the proceedings with an outline of how the Australian YATEC programme works, followed by an enthusiastic tag team presentation by Stephen and Loren. Designed to be a younger networking forum for tourism industry members age 18-36 years or in the first 5 years of tourism experience, the aim is to progress the organisation further with a professional development programme and matching members with a team of industry mentors.

The evening meeting was to gauge the level of interest and to appoint regional coordinators  who between now and the Tourism Export Council Conference on the West Coast 21-24 August, will host one networking breakfast and an ‘after 5’ function. At Conference, a Young TEC workshop will be set aside to formalise a young TEC committee and goals for 2013. Membership to Young TEC is free if you are a member of the Tourism Export Council, with a fee of $75 incl for non members. More information will be listed on the website and upcoming newsletters. http://www.tourismexportcouncil.org.nz/ytec/

A database of member is currently being developed so register your interest now!

For the first time in 2012, the print version has been included as an insert within the New Zealand Trade Manual. This well-established publication for travel industry professionals is distributed worldwide into the hands of New Zealand travel retailers and wholesalers, making it the perfect vehicle to ensure maximum reach for the Inbound Travel Directory. The 2012 manual will be launched at TRENZ in Queenstown (7 – 10 May).

If you’re looking for a sneak peek, read the flipping book online or download the PDF.

Allied Member Registration Form 2012

Full Member Registration Form 2012

One day Registration Form 2012

Visit the annual conference page for further details…

CHECK OUT www.westcoastnz.com. to see what you can expect re sightseeing on the West Coast!