Overview

• Tourism in New Zealand
• Role of Government in Tourism
  • Policy Development
  • Research and Information
  • Generic Marketing of New Zealand
  • Other Roles

Tourism in New Zealand

New Zealand's tourism industry is a dynamic industry which makes a major contribution to our economy. All commercial activity that is directed towards meeting the demand of visitors is a part of the tourism industry - from hospitality, accommodation and transport through to manufacturing, construction, agriculture and financial services. It is a demand-driven, service-oriented industry that is experiencing rapid growth and innovation.

Tourism accounts for 9.7% of GDP and supports over 10% of all jobs in New Zealand. Tourism expenditure has been growing strongly and is forecast to grow by over 7% per year for the next five years. International tourism arrivals are expected to continue to grow, although at a slightly slower rate than expenditure. This presents opportunities and challenges. While there are no major obstacles, considerable policy work needs to be done to ensure that this projected growth is sustainable. The industry now faces the challenge of balancing economic, social and environmental dimensions to achieve sustainable growth.

Role of Government in Tourism

Government has a role in tourism where services or functions would not be effectively provided by the private sector. In addition, government has the role of establishing and maintaining regulatory and policy settings that enable the tourism industry to operate effectively and efficiently.

Policy Development

This role ensures that an appropriate policy framework is in place to protect and pursue broader public interests in the tourism sector and create an environment conducive to effective enterprise performance. Relevant issues include environment and conservation, transport, training and education, public safety, consumer protection, removal of unnecessary policy and regulatory barriers, fostering international relationships and co-operation, Maori development, industry self regulation, the provision and maintenance of relevant public infrastructure and regional development.

Research and Information

High quality information is vital to tourism being a long-term sustainable contributor to New Zealand's well-being. Decisions affecting tourism are taken by a very wide range of stakeholders, including central and local government, large and small tourism businesses, related business sectors, the financial sector, Regional Tourism Organisations and marketing agencies. These users invariably need comprehensive, authoritative and timely research, data and forecasting to support their particular activities.

Government invests in tourism research and promotes the exchange of information. These services provide benefits to the tourism industry and the economy as a whole. The overall quantity and quality of information would not otherwise be provided by any individual business or group. Key research and information functions include the collection of statistics on travellers and the industry, research on impacts and opportunities, regional information and dissemination of the information to stakeholders.

Generic Marketing of New Zealand

Only government has the incentive to invest in generic marketing of New Zealand to the world as a visitor destination. This investment generates widely dispersed economic benefits for the whole New Zealand economy.

Marketing activity undertaken by government is carried out through Tourism New Zealand (TNZ). TNZ's international marketing activity includes tourism brand building, advertising and promotion, the international media programme, trade training, participation in trade shows, running an internet site and provision of market research.

Other Roles

Central government has also taken on roles in the promotion and leveraging of major events and has a role managing some tourism-related properties.