Priorities for action by the incoming Government to support tourism value

Transcription

1 GROWING value together Whakatipu Uara Ngatahi TOURISM 2014 ELECTION MANIFESTO Priorities for action by the incoming Government to support tourism value

2 Contents 1 Introduction 2 How many people does tourism employ in your region? 3 How much do visitors spend in your region? 4 Top tourism priorities 5 Support Tourism 2025 goals 7 Recognise and promote tourism 8 Improve infrastructure 9 Enable sustainable tourism 10 Make travel easier 11 Get the workforce right COVER IMAGE: Giants Gate, Milford Track - Trips & Tramps.

3 GROWING value together Whakatipu Uara Ngatahi Tourism 2014 Election Manifesto A Hokianga school leaver finds a job as a kitchen hand in a local hotel, kickstarting a career in the hotel sector. A young family move back to the West Coast to start a guided tour business, showing visitors the hidden attractions of the region s wilderness. The children boost the local school roll and the new business buys local goods and services. A farmer whose property adjoins a new cycle trail starts an accommodation and farm tour operation, enticing visitors to stay longer in the area and spend more. A couple takes over a rundown city backpackers. They work with nearby tourism and hospitality operators to attract visitors to the city and succeed in growing their business, creating jobs and supporting a range of other businesses. These are just a few examples of how tourism provides employment and economic development opportunities in every region of New Zealand, often in areas where an injection of cash and jobs is much needed. Tourism already earns $24 billion each year. But it has the potential to contribute even more to our economy. Earlier this year, the tourism industry unveiled an ambitious goal to double total tourism revenue (including domestic tourism) to $41 billion a year by The industry-led framework Tourism 2025 is seeing businesses, large and small, aligned around a shared set of goals to grow the economy. Tourism 2025 recognises that New Zealand is in a global race for the tourism dollar and that we will only achieve the aspirational goals the framework sets by working together. The aim is to grow volume, but to grow value faster. So the industry is taking charge of its destiny, but we can t do it alone. The Government s recognition of the importance of the tourism industry is to be applauded, but to maximise tourism s growth potential and its essential contribution to New Zealand s overall economic and social well-being, continued support is critical. This manifesto highlights priorities from Tourism 2025 where active involvement from the incoming Government will be needed to kick-start immediate growth. It also includes the other issues that our members have identified as being important to their businesses through a comprehensive survey. TIA will work on behalf of all its members and for the wider good of the industry to see that these priorities are supported by the incoming Government. Chris Roberts Chief Executive Tourism Industry Association New Zealand 1

4 How much does tourism contribute to employment in your region? FOR MORE INFORMATION ABOUT THIS ATLAS, INCLUDING THE METHODOLOGY, VISIT where you ll also find detailed information on how much visitors spend in your region. LEGEND (%) Source: Statistics New Zealand and MBIE. Mapped by Lincoln University. Data prepared by Tourism 2025 Insight Team.

5 How much do visitors spend in your region? $0.587b Northland $4.831b Auckland $1.131b Bay of Plenty $1.802b Waikato $0.071b Gisborne $0.238b Taranaki $0.509b Tasman - Nelson $0.568b Hawke s Bay $0.741b Manawatu - Wanganui $1.934b Wellington $0.253b Marlborough $0.288b West Coast $2.099b Canterbury LEGEND (% of GDP) $2.173b Otago $0.388b Southland PERCENTAGE SPEND CIRCLE SIZE = $3 BILLION INTERNATIONAL DOMESTIC Source: Statistics New Zealand and MBIE. Mapped by Lincoln University. Data prepared by Tourism 2025 Insight Team. 3

6 Top tourism priorities The industry is highlighting these areas as top priorities for the incoming Government: Support Tourism 2025 goals Prioritising growth opportunities identified in Tourism 2025 where the support of the incoming Government is needed to make progress. >> Recognise and promote tourism Keeping the industry at the centre of political and public attention will be important in building on the gains achieved in the past three years and delivering value to the New Zealand economy. Safeguarding our international reputation is also crucial. >> Improve infrastructure While New Zealand s natural environment provides the setting for a range of visitor experiences, quality infrastructure is needed to support the range of activities that visitors enjoy. >> Enable sustainable tourism To be sustainable environmentally, socially and economically we must protect and enhance the environment on which tourism businesses depend, win support from local communities, and address regional dispersal and seasonality issues. >> Make travel easier Continued efforts to make it easier and safer for people to travel to and around New Zealand is a key to unlocking visitor growth from target markets in Asia and the Pacific Rim. >> Get the workforce right Being able to employ people with the right skills and in the right locations is critical to growing the value of the tourism sector and its contribution to the economy. >> 4

7 Support for Tourism 2025 goals New Zealand s tourism industry is aiming to double its contribution to the economy by 2025, growing total tourism revenue to $41 billion a year. Tourism 2025 provides the overall vision for this growth. It s a framework we are building on, that has aligned a diverse range of industry participants and provides context for individual business decisions. The private sector is leading the way on identifying and leveraging the most valuable opportunities but public sector support is vital to achieve optimum growth. Government functions like border control, negotiation of air service agreements and visitor data collection all impact the visitor economy. The incoming Government can support the tourism industry to achieve our Tourism 2025 goal, to the benefit of the entire country. Priorities for the incoming Government Tourism 2025 identifies five themes that are critical to igniting growth in the tourism industry. Priorities for government action under each theme for the next three years are: Prioritise insight to drive and track progress Identify and close the gaps in tourism-related insight and provide information that is timely, relevant and accessible. Continue and enhance the roll-out of the Ministry of Business, Innovation and Employment s Tourism Data Domain Plan. Support the creation of a one stop shop tourism insight website that offers straightforward access to information and easily understood interpretation for tourism businesses. Target for Value High value Chinese Implement the highest priority China Market Review game changer recommendations Continue the focus on improving visitor facilitation, including - visa processing - translation of public agency visitor facing information International students and their families and friends Support from Tourism New Zealand and Education New Zealand to maximise the opportunity international students and their families represent, including using end-ofcourse graduation ceremonies to attract visits from family and friends. Support from Immigration New Zealand to provide the 500,000+ international students studying in Australia with visa-free holiday access to New Zealand. Investigate the extension of the newly created education trusted partnership arrangements to include student family members. Business events Continue government support for the International Convention Centre in Auckland and encourage a regional network of centres to further boost the important convention and incentive market. Support the targeting of large-scale international business events and conferences. 5

8 Christchurch destination and gateway to the South Secure continued commitment from the Canterbury Earthquake Recovery Authority for tourism to be prioritised as a critical contributor to Christchurch s economic recovery. Cruise Upgrade port infrastructure to handle the requirements of larger cruise ships visiting New Zealand more often. Include cruise passenger data in official visitor statistics. Emerging markets Renew and expand focus on growing sustainable air connectivity from priority markets in Asia and the Pacific Rim. Improve visa processes for visitors from India and Indonesia, and continue streamlining for China. Support an insight project focused on capturing lessons learned from the development of the Chinese visitor market that are applicable to our development of emerging visitor markets. Continue investment in destination marketing to emerging markets in India, Indonesia and South America. Drive value through outstanding visitor experience Extend SmartGate to visitors from more countries to improve their border experience. Continue working with Australia on common border facilitation initiatives. Further visa liberalisation including e-visa facilities, coupled with faster visa processing. Improve broadband and wifi connectivity. Continue focus on visitor safety initiatives, including the safe driving campaign, and adventure and outdoor tourism safety. Productivity for profit Support initiatives to boost visitation in off-peak seasons, including - targeting of markets like India where visitors travel to New Zealand in shoulder seasons - targeting business events, sporting events and special interest activities Continue the co-investment Tourism Growth Partnership fund. Support the Productivity Commission to carry out research into the tourism sector s productivity. Air Connectivity Progress regulatory arrangements, including new and expanded air service agreements, which support targeted market growth aspirations. Continue investing in aviation infrastructure and technology, including Airways navigation technology upgrades. Access and make available better and more timely aviation insight. Utilise inter-government relations to promote additional air services. 6

9 Recognise and promote tourism Keeping the industry at the centre of political and public attention will be important in building on the gains achieved in the past three years and delivering value to the New Zealand economy. The tourism industry has been fortunate over the past six years to have the tourism portfolio held by the Prime Minister, elevating it to the highest ranking in Cabinet. This level of political recognition has boosted the industry s profile and has created real gains in government investment in an industry that is at the centre of New Zealand s economic growth. The tourism industry is creating a return on that investment through growing foreign exchange earnings, creation of employment opportunities throughout the country and providing a platform to grow other export sectors. But our international reputation as a destination can be damaged by harm to individual visitors as well as events in other sectors such as food safety scares. The tourism industry wants to work in partnership with government to identify and plan responses to issues that can harm our national image. Priorities for the incoming Government Tourism 2025 identifies five themes that are critical to igniting growth in the tourism industry. Priorities for government action under each theme for the next three years are: The Prime Minister of the incoming Government takes up the tourism portfolio in recognition that the visitor industry plays a major part in creating wealth and delivering economic gains for New Zealand. Maintain (or increase) Vote Tourism to support Tourism New Zealand s international marketing efforts. Maintain (or increase) the current level of support provided to the Tourism Growth Partnership fund. Support the Ministry of Business, Innovation and Employment s valuable and important research and insight functions. Take an active role in impressing upon local government the importance of their contribution and support of the regional visitor industry. Continue focus on visitor safety initiatives, including the safe driving campaign, and adventure and outdoor tourism safety. Reduce onerous compliance measures that inhibit the ability of tourism businesses to concentrate on providing world class visitor experiences. Photo: West Coast Wilderness Trail/Nga Haerenga The New Zealand Cycle Trail. 7

10 Improve infrastructure While New Zealand s natural environment provides the setting for a range of visitor experiences, quality infrastructure is needed to support the range of activities that visitors enjoy. Public investment in tourism infrastructure will encourage private sector investment. Government support for convention centres and upgraded port and airport facilities will lead to private sector investment in complementary assets like hotels, restaurants, activities and attractions. Better wifi connectivity and broadband services will improve the visitor experience and raise New Zealand business capability, ensuring the tourism industry is internationally competitive. Local infrastructure that supports visitor activities also supports the people who live in the communities they visit. Roads that are safe and enjoyable, and offer places along the way to stop, enhance the holiday experience. Good signage, public toilets and dump stations, recycling and other local amenities are also integral to creating an outstanding visitor experience. Priorities for the incoming Government Continue government support for the International Convention Centre in Auckland and encourage a regional network of centres to further boost the important convention and incentive market. Support ongoing upgrades of port infrastructure around New Zealand. Secure continued commitment from the Canterbury Earthquake Recovery Authority for tourism to be prioritised as a critical contributor to Christchurch s economic recovery. Extend access to low cost wifi and broadband. Through New Zealand Trade and Enterprise, promote and encourage international investment in tourism assets. Support for local infrastructure development, especially in popular visitor destinations. Photo: Re:START Mall, Christchurch/christchurchnz.com. 8

11 Enable sustainable tourism It s vital that tourism businesses are sustainable environmentally, socially and economically. The main reason visitors choose to travel to New Zealand is to see and experience our landscape and scenery. Tourism New Zealand s 100% Pure New Zealand international marketing campaign builds on New Zealand s compelling positioning around landscape and adds dimensions of people, culture and visitor experiences. Tourism operators take seriously their collective responsibility to protect and enhance the environment on which they depend, so it can continue to be enjoyed by future generations of New Zealanders and visitors. Community support and involvement is also crucial. Tourism businesses succeed when they are an integral part of their community, providing jobs, vitality and a sense of worth. We must tackle regional dispersal and seasonality issues, to improve the productivity and economic viability of businesses and regions which have spare capacity, while also managing potentially negative impacts on visitor hot spots. We want to work with government on initiatives to protect and enhance our reputation as a safe, clean, beautiful and friendly destination, because this will deliver sustainable growth for both tourism and other industries. Priorities for the incoming Government Support tourism businesses to become more energy efficient. Invest in better waste management practices, including the provision of more recycling centres and dump stations. Progress the recommendations from the Land and Water Forum to improve water quality and protect our rivers and lakes. Continue to streamline and improve processes relating to the Resource Management Act. Support the Tourism New Zealand initiative to identify a world s best practice sustainability programme for tourism businesses. Photo: Whale Watch Kaikoura. 9

12 Make travel easier Making it easier for people to travel to and around New Zealand is a key to unlocking visitor growth from target markets in Asia and the Pacific Rim. We will be more internationally competitive if travellers from growing markets like China, India and Indonesia are able to get the visas they need as quickly and easily as possible. The translation of more public agency visitor facing information would enhance the visitor experience. The use of airport initiatives like SmartGate is helping to improve the border experience and the tourism industry supports this being extended to visitors from more countries. It is also vital that we do all we can to keep our visitors safe, in particular when they are on our roads, and when they are taking part in the adventure and outdoor activities. Harm to visitors can damage our international reputation as a safe and enjoyable destination. Priorities for the incoming Government Improve visa processes for visitors from emerging markets including India and Indonesia, and continue streamlining for China. Extend SmartGate to visitors from more countries to improve their border experience. Translate public agency visitor facing information into Mandarin and other major visitor market languages. Photo: Air New Zealand Boeing Dreamliner. 10

13 Get the workforce right Tourism is a people business. Positive interactions with their hosts (manaaki) are what visitors value and remember the most. So employing the right people is critical to growing the value of the tourism sector and its contribution to the economy. Tourism can be a career, not just a job. With the government committing more investment in increased tourism marketing into China, India, Indonesia and Latin America, we can expect more visitor arrivals from these markets, reinforcing the need for the right people and skills in the right locations. Demand for multi-lingual staff is becoming acute, especially in languages like Mandarin, French and German. There are also skills shortages in some regions and specific sectors, such as adventure tourism and hospitality. We appreciate the government s focus on employing New Zealanders first, but this policy position needs more flexibility to allow for regional variations and the seasonal employment patterns of the industry. We are embarking on strategies to employ New Zealanders to do the job, but we will continue to need temporary workers from offshore to help meet our labour needs. Priorities for the incoming Government Work with the tourism industry to identify skills and regional workforce shortages, and put in place policies to respond to current and future demand. Support industry efforts to profile tourism as a viable career option for school leavers and those currently in the workforce. Support industry efforts to ensure educational providers are training students in the skills employers need. Review the criteria for the Skilled Migrant Category to recognise the skills and labour needs of the tourism industry, acknowledging in particular language, regional and specialist skills. Explore options to make it easier for international students studying in New Zealand and who receive a tertiary qualification, to be able to seek full-time employment. Extend the working holiday visa scheme from 12 months to 24 months with the right to work 9-12 months, and investigate extending the number of visas available. Photo: The Langham Auckland 11

14 VISIT for more detail on the priority actions for the incoming Government CONTACT TIA P: 0800 TIA HELP ( ) E: Physical address Level 4, 79 Boulcott Street, PO Box 1697, Wellington 6140, New Zealand TIA THE VOICE OF THE TOURISM INDUSTRY We help our members create world-class businesses through providing expert advice, contacts and support We provide leadership on matters that impact on the competitiveness and success of the tourism industry We enhance the tourism industry s performance by influencing political decision making We align with organisations that support the tourism industry and provide valuable services to our members