Standard and belonging to the Industryby admin - October 18th, 2011. Filed under: Media Releases.
OCTOBER – NOVEMBER 2011 EDITION TOURISM BUSINESS MAGAZINE
The tourism industry is made up of different sectors, like the chapters in a book. Each chapter by itself, can be read independently but when read in one sitting or strung together, contributes to the story as a whole. Some chapters are written fast, and some slow. Some are full of character and action and some support the detail needed to thread it all together to make the story full of substance. If we think of the tourism story, some chapters are written and favoured by inbound operators and some by product suppliers. Some chapters are written by technology savvy authors and some by agencies who benefit from working with different sectors in the industry. However, and whoever writes the chapters, the contents over-all should add up to a robust, productive best seller!
In the 90’s, the industry was ‘sold’ a national quality standard system that would give confidence to off-shore partners and customers, that we care enough about them to ‘rank’ ourselves and operators. The core of the industry despite initial reservations, bought into the system that would provide a marketing advantage or an annual business assessment of safety and standards. In theory, New Zealand was going to promote a world class story with world class experiences by acknowledging those operators accordingly – a great vision to work towards.
In reality, anyone can start a tourism business with no checks or quality standards to adhere to. After initiating the above quality standards system, our national tourism organisation and website allow ‘anyone’ to register and compete with the operators who have supported them from the beginning. It seems that we are no longer on the same page or in the same book. There is no ‘editor’ but a host of ghost authors and now the possibility of a third party booking engine selling it’s own storyline in direct competition with inbound wholesalers and many product suppliers.
There are too many operators participating in the New Zealand tourism industry that do not belong to our leading tourism organisations of ITOC, TIA, RTO’s or Qualmark. If a policeman or doctor from another country wants to work in New Zealand, they need to belong to the appropriate organisations and regulatory bodies before they are allowed to practise. We as an industry need to encourage those who want to work here, whether they be on-shore or off-shore, to have membership and participation with our key organisations. We have a responsibility to check we are delivering on our 100% promise to the world and to minimise any negative impacts when some operators bring us into disrepute.
To deliver a world class story we need all businesses and organisations in the industry to work together and encourage business excellence. We can’t afford to keep underselling our country through discounts and deals. We need to step up and work out how we want the New Zealand tourism story to end. A discounting trashy cheap novel that is read once and discarded, or a top quality high valued best seller that is revisited and recommended to others?
The Inbound Tour Operators Council of NZ was founded in 1971. It represents 250 tour operators and suppliers throughout the country who package, distribute and market New Zealand tourism products and services internationally.
Contact: Chief Executive, Lesley Immink ph: 04 495 0810 email: firstname.lastname@example.org