Sustainable tourism needs management
With another record summer ahead, the tourism industry is fighting to keep Kiwis onside. 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 so far pledged to meet sustainability goals designed in part to bolster public support.
They include 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 when it comes to the need to get it right.
‘‘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 overcrowding, pressure on facilities and higher prices push New Zealanders out of their favourite places, they could begin to feel tourism’s costs outweighed its 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 of 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. Everyone should understand the importance of tourism and what their role is.’’
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 by a wider range of airlines, and tourism encouraged the development of hospitality outlets and facilities such as cycle trails.
‘‘Three years ago you paid $2000 return to Hawaii, now its $699 and all that’s happened is competition has increased.’’
England-Hall believes anti-tourism feeling in some parts of the country is fed by a disconnect between 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.
Witness, for example, Franz Josef’s battle to fund a new wastewater treatment plant.
Tourism Industry Aotearoa (TIA) chief executive Chris Roberts says sustainability used to have a ‘‘green tinge’’ and be all about the environment.
‘‘Now it’s about having a sustainable business 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 will be managing their environmental footprint.
Some are well on the way. Sudima hotels, for example, convert used soap bars into bio diesel and biodegradable building products.
By donating the proceeds of the season’s first overnight cruise in Fiordland, Real Journeys has raised $100,000 for community groups, anda similar sum for conservation through an annual ball.
Roberts says the aim is to head off any negativity New Zealanders might have towards the industry before it becomes entrenched.
‘‘We don’t just want them on board, we want them as cheerleaders for tourism.’’
Those efforts make business sense too. ‘‘If you have a really good relationship with your community, when you need something from them, such as approval for an expansion that might otherwise be opposed, you’re going to get payback.’’
"Great places to live are great places to visit."
Aecom's James Rosenwax