Call to draw visitors to lesserknown regions
NAPIER: International tourists should be encouraged to visit lesserknown regions to take pressure off popular destinations such as Auckland and Queenstown, the Government says.
At a tourism conference in Napier, IkaroaTairawhiti MP Meka Whaitiri said finding ways to encourage more offseason and regional travel was a key priority for the Government.
Tourism hot spots were struggling to cope with growth, especially during the peak summer season, and with international visitor numbers forecast to hit 5.1 million by 2024 there were concerns at how the industry might cope.
The answer might be in offering more personalised, authentic and cultural experiences in smaller towns, and Maori tourism was picked to be a big growth area, Tourism Export Council chief executive Judy Chen said.
‘‘People are travelling in smaller groups, wanting more authentic experiences . . . and really wanting to connect with locals.
‘‘A lot of our upcoming products are Maori products, tell ing their story, their family and history.’’
One business already benefiting from this trend was Napier Maori Tours.
Owner Hinewai Hawaikirangi said the business had grown 70% in its first year and tours attracted tourists from Germany, Netherlands, Japan and China.
‘‘Our tours involve hunting and gathering. We set the net, we bring it in and process and we have this magnificent fresh seafood feast, which you can’t really get anywhere else in the world.’’
These new travellers did not just want to experience these niche attractions, they must also be pretty enough to feature on social media, Callahan Innovation’s Jesse Keith said.
‘‘This shows how much the face of travel has changed . . . More than 40% of those under 33 prioritise the ‘Instagramability’ of a location. People are literally trawling through Instagram figuring out where they are going to go.’’
He warned the tourism industry must also prepare itself for the increasing use of artificial intelligence and automation, which could affect jobs in the future. — RNZ