Tourism New Zealand targets a certain type of traveller who we
know through our research is most likely to enjoy what New Zealand
has to offer. These travellers value the attributes that make New
Zealand unique: our natural landscapes and wildlife, our people and
culture, and the stories we have to tell.
Want to make sure you deliver the kind of experience that
delights our visitors? Then consider the following when you are
putting together your product:
- Place - New Zealand's landscapes are the main
reason visitors come here; the natural and/or cultural setting of
activities, accommodation and other services can have a big impact
on the decisions visitors make. Visitors are also increasingly
looking to see whether operators are taking responsibility for the
care of the environment in which they operate - see Responsible Tourism
for more information.
- People - Whether or not you are Kiwi born and
bred, being warm, friendly and enthusiastic and sharing what you
know about your local area can add a great deal to a visitor's
experience
- Interaction - Visitors want to be involved in
the experiences they take part in, that means 'doing' not just
'watching'
- Stories - What stories from your local region
can be incorporated into the experience you offer visitors? Our
stories are part of what makes this country, its communities and
landscapes unique
- Interpretation - Our visitors like to learn
something while they are here. Providing interesting and
easy-to-understand interpretation, such as signs, exhibits or
informative tour guides, helps visitors understand what they are
doing and the significance of where they are
- Number of visitors - It's great to be busy,
but be mindful of the size of the groups you host. Many of our
international visitors like to feel that their experience is
special and personalised. This will depend on the type of activity
and the nationalities taking part. For example, Japanese visitors
might feel more comfortable in a large group, whereas visitors from
the UK might prefer and expect a small group.
- Safety - All tourism businesses should ensure
their facilities and equipment are modern and up-to-date, that
visitors are briefed on safety procedures and that there are
appropriate emergency action plans in place. An industry
accreditation such as Qualmark will help ensure you meet safety
standards
- Excitement and thrills - If you operate an
adventure activity, you should offer different levels of
excitement/exertion for visitors who have varying levels of
confidence and make sure visitors are aware of these different
options
- Quality - Providing quality experiences is an
important part of ensuring our visitors go home satisfied with
their New Zealand holiday. This means ensuring safety and service
standards are met, that staff are well trained and knowledgeable,
and that appropriate business management and sustainability
practices are in place. Qualmark will help you ensure you meet quality
standards
It's what's on the inside that counts
You can read more about pricing and marketing under Marketing
Basics, but remember that price is only one part of the
equation. You need to identify what makes your product different
from your competitors and what 'extras' you can add that make the
experience special. How you present and package your product makes
a difference.
By giving your customers an authentic quality experience that
takes into account all of the above, you will be well on the way to
building positive word-of-mouth and a successful tourism
business.