Plan to woo the locals
As summer kicks off, tourism is fighting to keep Kiwis on-side. Amanda Cropp reports.
New Zealand has not experienced the protests seen in European cities like Barcelona and Venice over the negative impact of massive visitor growth.
But there is still growing nervousness here about loss of goodwill for our largest export industry as visitor arrivals surpass 3.5 million annually.
In a recently launched initiative, about 100 tourism operators have pledged to meet sustainability goals designed in part to bolster public support - protecting the environment, paying fair wages, improving visitor experiences, and supporting local communities.
Tourism New Zealand (TNZ) chief executive Stephen England Hall doesn’t mince his words.
‘‘The only reason we do international tourism is to make New Zealand better for Kiwis; if that’s not happening, then we’re screwing something up.’’
In TNZ’s mood of the nation survey 21 per cent of respondents said we had too many visitors and TNZ has begun monitoring Kiwis’ social media comments about tourism, looking for ‘‘friction points.’’
A briefing prepared for incoming Tourism Minister Kelvin Davis also acknowledges the risk of ‘‘over-tourism.’’
It warns that if New Zealanders were pushed out of their favourite places due to overcrowding, pressure on facilities and higher prices, they could begin to feel the costs of tourism outweighed the benefits. Freedom camping and bad visitor driving were also identified as key threats to tourism’s ‘‘social licence to operate.’’
At a recent industry summit guest speaker James Rosenwax, Aecom’s executive director cities, talked about the importance of ‘‘soft infrastructure’’ – the people factor that has always made New Zealand such a hit with overseas visitors.
‘‘We can plan and design and build all the infrastructure we like … but if the local advocacy and engagement is not there, we have a big problem.
‘‘Kiwis are pretty much responsible for every visitor experience once the glossy brochures have been put down and your guests are in destination.
‘‘If the locals aren’t happy, they won’t support your efforts to welcome visitors.’’
Rosenwax’s advice was to concentrate on new infrastructure or re-purposing existing facilities in a way that would improve things for both visitors and locals.
‘‘Is building brand new cruise terminals in key parts of the country more important than world-class rail in Auckland?
‘‘Great places to live are great places to visit.’’
TNZ receives $117 million a year to sell New Zealand overseas, but England-Hall admits the industry needs to better communicate the benefits of tourism at home, apart from the obvious things such as the 230,793 people the sector employs.
He says Kiwis now enjoy cheaper overseas holidays because the influx of visitors has resulted in more flights, and tourism encourages the development of hospitality outlets and facilities such as cycle trails.
England-Hall believes anti-tourism feeling in some parts of the country is fed by the concentration of benefits and the spread of costs.
Tourists contribute $3.3 billion in GST. But that money flows back to central Government and popular regions with small ratepayer bases struggle to pay for crucial infrastructure.
Tourism Industry Aotearoa (TIA) chief executive Chris Roberts says a sustainable tourism business is one that’s ‘‘working with the community, protecting the environment and looking after the visitor.’’
TIA measured the sustainability performance of its 1500 members in September and set some bold goals.
By 2025 it expects 90 per cent of tourism businesses to actively support ecological restoration initiatives, and it expects all to minimise their environmental footprint.
Some are well on the way. Sudima hotels, for example, convert used soap bars into bio diesel and biodegradable building products, and Real Journeys raises money for community groups.
Roberts says those efforts make business sense too, as a good relationship with the community bodes well when something like a consent is needed.
‘‘We don’t just want [Kiwis] on board, we want them as cheerleaders for tourism.’’
"The only reason we do international tourism is to make New Zealand better for Kiwis; if that's not happening, then we're screwing something up."
Tourism New Zealand chief executive Stephen England-Hall