NZ still seen as safe
New Zealand is a safe destination. It’s a statement the tourism industry never openly promotes, but it’s been core to New Zealand’s appeal for a longtime.
As a destination, New Zealand is considered safe by most. In fact, research shows many potential tourists think we’re a bit too safe and delay visiting until they’re older, preferring to tick off more exciting destinations while they’re young.
The industry has worked hard at changing this perception by growing our reputation as an adventure tourism destination.
So when White Island/Whakaari erupted last week killing 16 tourists and guides, many would think the horrific news would be the death knell for tourism as the tragedy hit headlines worldwide.
The media here was quick in demanding what strategy our $10 billion industry was putting in place to recover.
It’s the same question that was asked after the tragic mosque attacks in Christchurch, after the Kaiko¯ ura earthquake, helicopter crashes, sky diving accidents, even after UK tourist Grace Millane’s murder.
The same question was probably being asked in June 1886 when Mt Tarawera erupted destroying the Pink and White Terraces and killing more than 150 people.
The short answer is, no matter how terrible these tragedies are they don’t have any long-term effect on visitor numbers.
In comparison to other countries, New Zealand is still perceived as safe and there is an element of understanding that there is a risk in many activities people come here to experience.
What can help, or further damage our reputation is how we respond.
The outpouring of messages and acts of kindness for the families of the victims of this incident are not unusual. New Zealand is rightly devastated when visitors are harmed.
Regional tourism organisations have rallied, offering support to the families of those injured as they have done following so many high-profile tragedies, as well as many other incidents that have gone under the news radar.
Time and again victims of crime or disaster, or their families, have praised the value of our support.
Nevertheless, and quite rightly, our tourism industry is being questioned about why it would allow tourists onto an active volcano and probing the rigour of our health and safety systems.
It’s not the first time our adventure tourism has been under scrutiny.
A decade ago, the grieving father of British tourist Emily Jordan – who was killed river-boarding in Queenstown – wrote to then Prime Minister John Key seeking changes to New Zealand’s adventure tourism industry.
His demand for a wide-ranging review of a part of the industry many said had grown too quickly saw the introduction of the Adventure Activities Regulations; similar reforms have hit the Civil Aviation Authority.
For Whakata¯ ne though it’s a different story. White Island Tours has been the jewel in the crown for the Eastern Bay of plenty town for years attracting 10,000 mostly international tourists annually.
Arrive in Whakata¯ ne and a sign will welcome you to the gateway of Whakaari. Drive downtown and you’ll see the island reflected the names of restaurants, bars and accommodation.
When Nga¯ ti Awa paid $9 million for White Island Tours two years ago, they announced it would lead to big things for tourism, develop employment for Iwi members and incorporate the island into a wider Nga¯ ti Awa tourism experience.
Now commentators are claiming the business is worth nothing.
It’s too soon to say whether tours will ever operate on the island again and some locals say the island may well become tapu, which would end the annual $4.5 million business.
The volcano has been a devastating blow for those killed and injured and for Whakata¯ ne, but if we learn anything from history it’s that our tourism industry will survive.
- Cas Carter is a marketing and communications specialist
The short answer is, no matter how terrible these tragedies are they don’t have any long-term effect on visitor numbers.