Press releases

Government announces $5m fund for regional events

The Government is set to launch a $5 million regional event promotion fund, which aims to attract visitors to Aotearoa’s regions. 

 Minister for Tourism and Hospitality Hon Matt Doocey made the announcement at the University of Otago Business School’s Tourism Policy School in Queenstown today [22 March 2024]. 

The $5 million fund will provide co-funding to promote regional events, to encourage visitors to travel around the country throughout the year. 

 “Events are excellent drawcards to get more visitors into our regions, particularly in quieter parts of the year for the tourism and hospitality sector,” Mr Doocey says. 

 The fund will be available to Regional Tourism Organisations (RTO) and councils without RTOs to help promote ticketed events. 

They will need to co-fund 50 per cent of the funds. 

 Mr Doocey says main centres around Aotearoa are already well-visited. 

 “It’s important that we showcase the whole country rather than focus on a few tourist hotspots. 

We want to help promote regional events that will deliver a high return on investment and encourage visitors to explore beyond the main centres.” 

 “We want to help grow the sector in a sustainable and productive way to ensure businesses can operate year-round and can employ staff on a more permanent basis rather than seasonally. 

This is something that was included in our 100-point economic plan and it’s great to be able to deliver it for the sector.” 

 The fund will be administered by Ministry of Business, Innovation and Employment. Earlier in this presentation, Mr Doocey outlined his three key goals as Minster for Tourism and Hospitality. 

 They are growing the value of international tourism, supporting regions to maximise the value of tourism and supporting the people who make up the tourism and hospitality workforce. 

 “It’s about growing tourism, getting tourism to regional and rural New Zealand and supporting the workforce.” 

 He talked about the need to avoid “over-tourism” in certain areas and spread people around the country so they’re not concentrated to one area at one time. 

 The tourism and hospitality sector is a big employer but not always seen as a credible career pathway, so he wants to work with the Minister of Education and industry and education stakeholders to implement a new NCEA tourism achievement standard to highlight the value of tourism as a career. 

 Mr Doocey says he has been asked how many visitors he would like to see in New Zealand, but says that is not his decision, it is up to the regions to decide what they want from tourism. 

 “I think it should be devolved, it should be localised, where local people are making that decision.” 

 School Co-Director Associate Professor Susan Houge Mackenzie says it’s encouraging the Minister wants to hear from a wide range of tourism stakeholders and has said he is still forming his vision and approach to the tourism sector. 

 “However, it’s clear that many stakeholders and destinations may be disappointed to learn that destination management will remain largely devolved to local and regional levels,” she says.

Piopiotahi/Milford Sound regenerative tourism proposed

Significant changes to a “jewel in the New Zealand tourism crown” including proposing an international access fee and weaving Ngai Tahu’s story into the experience aim to make tourism experiences more regenerative, Milford Opportunities Board Chair Jenn Bestwick says.

Ms Bestwick gave the public lecture at the University of Otago Business School’s Tourism Policy School in Queenstown yesterday [21 March 2024].

She spoke about the need to better manage Piopiotahi/Milford Sound as a taonga, while ensuring its legacy is preserved and connection to place, biodiversity, landscapes and people remain central to its tourism reputation.

“Stunning, healthy, natural landscapes are at the core of the Milford Sound’s status as a jewel in the New Zealand tourism crown and anchor the area’s tourism economy and its communities,” she says.

Piopiotahi is a popular destination for international and local visitors.

However, as visitor numbers rose so did the pressure on the natural environment and limited infrastructure. This is not a new or unique challenge and has been felt by other tourist destinations around Aotearoa and the world.

Some of the main challenges include aging and ad hoc infrastructure, transport congestion, visitor risks, an unrecognised cultural story, fragmented governance system, a funding deficit, and an environment that is under stress due to tourism growth, she says.

“While people continue to have fantastic experiences here currently, with increased numbers predicted, new thinking is required to deliver a more regenerative tourism system where visitors make a greater contribution to the nature and infrastructure they enjoy.”

One of the proposed ways of doing this is introducing an international access fee.

It would place a higher value on visiting Piopiotahi, as many visitors want to contribute appropriately to the places they visit, she says.

The plan also aims to encourage people to travel to the area via bus or guided tour, where possible, rather than taking a private car and to spread visitation to avoid peak times.

“It would protect the peaceful natural environment and offer a far safer, richer and more environmentally-friendly option for visitors.

“However, how we achieve this with minimal impact on the needs of locals, workers and recreational users such as hunters, walkers and climbers is key and not an easy balance to achieve.”

As more visitors are expected, there is a need to balance this growth with maintaining a “world-class” experience.

Currently, cultural stories are not recognised but Ms Bestwick says Ngāi Tahu’s story and presence will significantly enhance the experience. Research shows it is what visitors want and customers expect.

“The master plan is clear that mana whenua values must be woven throughout.”

While change is never simple or easy, it is needed as visitors are forecast to reach one million in the next few years, she says.

“Combined with better access, a greater cultural footprint and targeted activities to enhance and slow down the journey, there’s an opportunity to develop a regenerative and world-class attraction that will be enjoyed by generations to come.”

The plan will be presented to Ministers for their consideration in a few months. The project is currently undertaking targeted engagement with stakeholders and subject matter experts but welcomes all those who wish to provide feedback to get in touch.

The sixth annual Tourism Policy School is a two-day event which fosters conversations between people across the tourism industry, from local business owners and community leaders to national policymakers and researchers.

This year’s theme is ‘Connecting the Dots: Fostering a cohesive and connected tourism system’.

For more information please contact:
Jessica Wilson
Adviser Media Engagement
University of Otago
Mobile: 021 279 5016
Email: jessica.wilson@otago.ac.nz

Adventure tourists can only be warned of risks: industry expert

Aotearoa’s tourism operators can warn travellers of the risks of adventure activities but should not wrap them in cotton wool, an industry expert says. 

 During day one of the University of Otago Business School’s Tourism Policy School yesterday, panellists spoke about connecting tourism policy with tourism operators, and the Health and Safety at Work (Adventure Activities) Regulations. 

 In response to a question about visitors’ expectation of risks while undertaking adventure tourism activities,

 AdventureMark Audit Manager Mike Pennefather says Aotearoa has managed the risks well for a very long time. 

 “That’s what created such a phenomenal tourism industry in New Zealand,” he says. 

 While risks need to be communicated very clearly, he did not think it was done badly. “If you’re going to paddle over a waterfall, we just need to make it very clear that we can’t keep you safe ... but we’re going to do everything that we can [to minimise the risk]. 

 “You get a lot of out of this [experience] because we don’t wrap you in cotton wool. You’re in New Zealand experiencing New Zealand.” 

Rippled Earth Owner Sam de Reeper says operators are careful in how they inform visitors of the risks. 

 “There are so many tourists who arrive here and believe New Zealand is a theme park and everything is controlled.” 

 He says risk disclosure is “always a conundrum”, especially as they do not want to scare away people who are nervous about the experience. 

 “It’s an issue we have to look at.” 

 Tourism Policy School Co-Director Associate Professor Susan Houge Mackenzie says risk disclosure is a complex issue because international visitors to New Zealand are so diverse and have varying interpretations and expectations of risk in adventure tourism activities. 

 “A key question we should be asking is: to what degree do we need to focus on changing how we regulate tourism activities versus providing better information and risk disclosures to visitors?” 

 The sixth annual Tourism Policy School is a two-day event which fosters conversations between people across the tourism industry, from local business owners and community leaders to national policymakers and researchers. 

 This year’s theme is ‘Connecting the Dots: Fostering a cohesive and connected tourism system’.

For more information please contact:
Jessica Wilson
Adviser Media Engagement
University of Otago
Mobile: 021 279 5016
Email: jessica.wilson@otago.ac.nz