News
Tourism pulls its weight
24 January 2006
A thriving tourism sector helps boost New Zealand’s conservation efforts and protects the environment visitors come to enjoy more…
Ask any international visitor about their impressions of New Zealand and chances are they will mention our stunning natural environment as a highlight. Our scenic landscapes and untouched wilderness areas are a key motivation for many to undertake the long trip to New Zealand – and spend their money with local businesses, creating economic benefits for communities around the country.
It is in the tourism industry's interests to ensure the environment is preserved and managed to the highest standards. Unsustainable or damaging activities have the potential to cause serious harm to our $17.2 billion industry.
Pristine natural surroundings are fundamental to our "100% Pure" positioning in the international marketplace. But tourism is also important to our conservation lands, allowing people access and experience of areas they might otherwise be denied. Tourism operations help visitors gain an understanding and appreciation of the natural environment, and tourism helps fund improvements to visitor facilities.
As manager of our conservation lands and marine parks, the Department of Conservation (DOC) is a key player in the New Zealand tourism industry. The Tourism Industry Association (TIA) has been actively promoting the need for DOC to receive more funding, to help ensure public lands are managed for the benefit of all users, and that there is a good balance between their use and protection.
The tourism industry is working more closely with DOC than ever before. The recently-established Tourism and Conservation Forum regularly brings together organisations from both sectors to work together on common issues.
About 1200 tourism-related concessions for businesses to operate on conservation lands are in place around the country, generating more than $5 million a year which DOC puts back into conservation. Many of those concession-holders are also involved in conservation projects at a practical level, in plant and animal pest control, helping protect threatened species and educating clients about conservation.
They include New Zealand Tourism Awards winner Black Cat Group, which helps protect the rare Hector's dolphin, through visitor education, support of dolphin research, and assisting DOC's work around Banks Peninsula financially and practically.
The Mount Cook Hotel Collection, which operates four hotels in the Mackenzie Basin, is donating up to $50,000 to help protect the black stilt, the world's most endangered wading bird. Tourism Holdings Ltd, one of the country's largest tourism businesses, has formed an environmental trust in partnership with BP which aims to raise $200,000 a year to support various environmental projects.
So the Perspective article by Jane Arnott (January 16) is incorrect in suggesting that tourism is not contributing its share to protecting New Zealand's natural environment. It must be remembered that international visitors are not the only ones who enjoy our national parks and reserves. The number of New Zealanders visiting our public conservation lands far outweighs the number of international travellers. In 2004, there were 33.5 million visits to public conservation lands, of which about 62 per cent were by New Zealanders and 38% by overseas visitors.
The thousands of New Zealanders visiting our public conservation lands each year arguably have a far greater effect on the environment than international visitors. Arnott is also incorrect in suggesting that TIA's efforts to secure more funding for Tourism New Zealand, the agency responsible for marketing New Zealand as an international visitor destination, are of a lower priority than getting more money for DOC. More funding for marketing New Zealand internationally need not be at the expense of more funding for conservation – in fact the two should complement each other.
New Zealand's visitor growth rates have started to decline and the competition from other international destinations is getting tougher. Australia alone has made huge increases in the amount it invests in international marketing with a new $A360 million ($NZ392 million) campaign.
Tourism New Zealand is run on a fraction of the budgets of competing international destinations and its purchasing power has significantly diminished over the past seven years. International visitors contribute $7.4 billion a year to our economy and the industry directly and indirectly supports one in 10 jobs. It provides economic growth in remote regional areas where there are few other opportunities.
Research has shown that tourism on conservation lands is a major contributor to local economies. One study showed that on the West Coast public conservation lands provided 15% of full-time employment in the region (1814 jobs), mostly from tourism, and generated $221 million or more than 10% of the Coast's economic activity. Another study showed that Abel Tasman National Park and the Queen Charlotte Track in the Marlborough Sounds pumped $54.4 million a year into the Nelson- Marlborough economy. Abel Tasman National Park, which attracts more than 160,000 visitors a year, contributes $45 million and has led to the creation of 370 full- time jobs.
Even a small dip in international visitor numbers can cost New Zealand millions of dollars in lost revenue. Our international marketing is of vital importance – and not only to ensure visitors continue coming to New Zealand. Sophisticated marketing ensures we attract high quality, high spending visitors who appreciate our environmental values.
We do not want to become a mass market destination and well- funded top quality international marketing will help secure our position with our target market of well-off, educated travellers who will stay here longer and spend more.
A significant increase in funding for Tourism New Zealand is needed to keep New Zealand highly visible in the international marketplace – and attract visitors who will contribute to our conservation efforts.
By Fiona Luhrs. The Press
Fiona Luhrs is chief executive of the Tourism Industry Association New Zealand,
the largest representative body of tourism operators in the country.