Tragedy won’t deter tourists
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 long time. 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 Whakaari/White Island erupted last week, killing 16 tourists and guides, many would think it would be the death knell for tourism.
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 mosque attacks, after the Kaiko¯ ura quake, 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 a 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 that people come here to experience.
What can help, or further damage, our reputation is how we respond.
The outpouring of messages and the acts of kindness to 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 the injured, as they have done after 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 on to an active volcano, and the rigour of our health and safety systems is being probed.
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 the industry. His demand for a wide-ranging review of a part of the industry that many said had grown too quickly saw the introduction of the Adventure Activities Regulations; similar reforms have been applied to the Civil Aviation Authority.
For Whakata¯ ne, 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.
When Nga¯ ti Awa paid $9 million for White Island Tours two years ago, it 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 $4.5m business.
The eruption has been a devastating blow for those people and families directly caught up in it and for Whakata¯ ne, but if we learn anything from history it’s that our tourism industry will survive.