Marketing our country to the world under the brand 100% Pure New
Zealand has helped set high expectations of what a New Zealand
holiday should be. Increasingly, our visitors expect tourism
operators to take responsibility for protecting the environment and
make positive contributions to communities.
Tourism New Zealand markets New Zealand to the world under the
brand 100% Pure New Zealand. Imagery from the campaign portrays New
Zealand as a land of mountains and forest, with beautiful
coastlines, abundant wildlife and stunning natural landscapes. For
many of our visitors, this is exactly what they experience when
they come here on holiday - 99 per cent of our visitors go home
satisfied that New Zealand's environment has met their
expectations.
However, awareness of environmental issues has skyrocketed in
the last few years. As awareness has increased, so to have
expectations. And New Zealand needs to rise to the challenge in
order to ensure it protects its reputation.
Leading the way
We are leading the way in responsible tourism. This was
recognised in 2008 when New Zealand was named Best Destination and
Overall Winner in the Virgin Holidays Responsible Tourism
Awards.
In 2009 at the same awards Whale Watch Kaikoura was named
Overall Winner and YHA Wellington City won best Large
Hotel/Accommodation Provider. There are a large number of operators
in New Zealand who are committed to providing authentic eco-tourism
experiences, or minimising the impacts of their mainstream tourism
businesses.
The New Zealand Tourism Strategy
2015 sets "protecting and enhancing the environment" as a key
outcome for the tourism industry. Since its release in 2007, a
number of initiatives, including Qualmark Green and funding for Sustainable
Tourism Advisers in Regions have come out of the strategy and
helped New Zealand make further progress along the path of becoming
a responsible tourism destination.
As a country, we have a good environmental record. But there are
still challenges. As an industry, we need to help our visitors use
their air miles wisely, by encouraging them to stay longer and
providing them with high quality tourism experiences that have
minimal environmental impacts.
Why does it matter?
Exceeding expectations
The continued growth and success of tourism in New Zealand is
closely tied to our reputation as a visitor destination. Through
the 100% Pure New Zealand campaign, we make promises to our
potential visitors about New Zealand's pristine natural landscapes
and our unique culture and stories. Delivering on these promises on
the ground is vital to ensuring our visitors go home satisfied,
that they recommend New Zealand to others and are keen to come
back.
Responsible tourism is about helping meet these expectations by
caring for and protecting our environment, making a positive
contribution to communities and building an industry that is
economically sustainable.
As consumers from many of our key markets become more aware of
environmental issues they are beginning to demand more from the
products they buy, including while they are on holiday. It's not
uncommon for consumers and travel sellers to ask to see operators'
responsible tourism policies and growing numbers are actively
looking to choose tourism products that they know are
environmentally-friendly or make a social contribution to
communities.
Protecting for the future
Being responsible is about being accountable for your actions
and decisions. Responsible tourism is no different. We are
accountable to New Zealand's reputation as a destination and the
expectations of our visitors, but also to the future generations of
New Zealanders and tourism operators who will inherit what we leave
behind.
More than meeting expectations, responsible tourism is about
protecting and enhancing our core tourism products: our culture,
our people, our environment and our stories; so that the tourism
industry has a sustainable and viable future.
Mutual benefits
Like any industry, tourism will be more successful with the
support of its local communities. On the other hand, tourism can
play a big part in helping to build thriving local economies. Each
region of New Zealand has something unique to offer and tapping
into that as a tourism offering can help boost local employment and
help revitalise towns by providing new or improved local services,
facilities and events.
By getting involved in their communities and considering the
impacts their business decisions could have on their local region -
both positive and negative - operators can help ensure they make a
sustainable contribution to their local economies.
Protecting our culture
Tourism provides an opportunity to celebrate local culture.
Māori have been involved in tourism in New Zealand for more than
100 years, but the last few years have seen a renaissance in the
types of Māori
tourism products on offer.
From traditional marae and hangi experiences, to more
contemporary Māori arts tours or eco-tourism products that
integrate Māori beliefs and stories, Māori continue to offer
unique, authentic tourism experiences that also help keep their
culture alive and improve New Zealand's offering as a tourism
destination.