TIA Blog

	2012 – a year of action and innovation
	By TIM COSSAR - 05 January 2012

Rugby World Cup aside, many tourism operators will have breathed a sigh of relief to see the back of a tumultuous 2011. Let’s aim to make 2012 a year of action and innovation and get our industry firmly back in the saddle.

Last year was arguably the most difficult ever faced by New Zealand’s tourism industry. 2012 will inevitably throw up significant challenges, but there is plenty ‘we’ – operators, TIA and the agencies and people that influence the industry – can do, both to mitigate those challenges and better maximise the opportunities that are out there.

TIA is planning for a big year.

The success of National in the election saw the Prime Minister continue to wear the tourism hat. The status this gives our industry and the doors it opens is a huge positive.

We have prepared an industry briefing for the incoming government and will continue regular meetings with the Prime Minister and relevant ministers, including the new Associate Tourism Minister Chris Tremain.

We’ll be working with the government to progress the industry’s priorities for action over the next three years. Developed by TIA in consultation with 100s of operators and outlined in the Tourism Future Statement, these priorities will help keep tourism businesses profitable and position the visitor economy at the heart of New Zealand’s growth agenda. We will also meet with opposition tourism spokespeople, including Labour’s Rino Tirikatene and the Green’s David Clendon.

Vital NZ delivers value for money

We are continually looking for ways to deliver additional benefits and value to members. In 2012 this will include briefings to provide operators with a better understanding of the needs and expectations of markets such as China, India, Malaysia and Singapore in order to improve satisfaction and increase spend. These markets are becoming increasingly important as traditional markets such as the UK and USA continue to languish and Australians take advantage of their high dollar and improved air links to travel to Asia, the USA and Europe.

Relatively speaking, New Zealand is becoming a more expensive destination so it’s critical we deliver excellent value for money – that includes doing more to ensure we provide consistently great service and providing fresh and innovative products.

We’ll continue to bring our members practical research and market intelligence and how they can apply this to their business. Another State of the Sector report will be produced mid-year, and we’ll continue the monthly and quarterly Insights. A new TIA research project will provide a better understanding of the tourism industry’s productivity.

Big events in the wings

Our December Insights provided in-depth analysis of RWC2011 and its impact on tourism operators. This year we’ll start talking with the New Zealand organisers of the 2015 FIFA U-20 World Cup and the ICC Cricket World Cup 2015 (co-hosted by New Zealand and Australia), to see how the industry can leverage off these major international events, and apply the learning from RWC 2011. These tournaments will attract visitors from important, emerging markets, including India, Brazil, Argentina and Russia.

Working with Local Government NZ and Regional Tourism Organisations NZ, we’ll have a renewed focus on local government this year given their importance as an investor in tourism promotion and destination management.

It’s critical we see progress in Auckland around things like development of a world class cruise facility, and decisions made in Christchurch about vital infrastructure, such as the construction of a new convention centre.

TIA planning is well underway for TRENZ 2012, the New Zealand’s tourism industry’s biggest annual trade event, bringing together hundreds of international travel buyers with the country’s best tourism operators for three days of intensive business networking and deal making.

Good progress is being made on the adventure tourism review actions TIA has been charged with implementing. TIA and Outdoors NZ will continue to develop on the new supportadventure.org.nz website, a hub for adventure operator safety information and advice and we are now working to produce activity safety guidelines for specific sectors.

This is just a snapshot of our work plan for 2012. As the voice of New Zealand tourism industry we’ll continue to advocate on the issues that matter to our members, such as ACC, immigration and barriers to travel, to help them grow their businesses, to promote tourism’s value to New Zealand,  and to look for new opportunities to support and lead this valuable and vibrant sector.

Happy New Year.