Rugby World Cup
2011 and the nationwide festival being organised around the
event are offering new commercial opportunities to tourism
operators around the country.
These will be generated from networking events, exhibitions and
trade shows, festival activities, heightened international exposure
and increased visitor numbers and spend.
New Zealand Trade and Enterprise (NZTE) is encouraging New
Zealand businesses to plan for the RWC and to consider right now
how they can become involved in the event.
Opportunities include such things as adding value to the visitor
experience, building business around culture and getting involved
in the Business Club 2011.
Peter Bull, Group General Manager Rugby World Cup, NZTE says the
arrival of up to 85,000 visitors in New Zealand for the Rugby World
Cup will create demand for products and services and offer the
opportunity to show the world the best of New Zealand.
"Tourism businesses have a critical role in delivering an
experience that will exceed visitor expectations and provide a base
for showcasing New Zealand's innovative products and services."
Operators are being encouraged to find ways to add value to the
international visitor experience. This may include the upskilling
and development of frontline staff, improving frontline foreign
language skills, and ensuring staff understand the places and
customs of their regions.
For some operators business plans focused around the RWC are
already well underway.
Waiheke Unlimited (a luxury rental accommodation provider on
Waiheke Island) has formed a collective with other tourism
operators in the area to help market the island for RWC 2011.
The new collective has been appropriately named 'Team Waiheke' and,
according to Ed Coutts of Waiheke Unlimited, the vision of the
collective is to provide "one voice" to the international tourism
shows visitors to New Zealand want to experience authentic
Māori and pacific culture during their stay here. Organisations
representing Māori commercial interests have identified the RWC
2011 as a significant opportunity to promote Māori
entrepreneurship, business and products. NZTE's website has ideas for tourism operators around
incorporating culture into their offerings for RWC visitors.
Join the club
The New Zealand 2011 office is running the Business Club 2011, to assist both
International and New Zealand business people to network and create
The Business Club will give New Zealand businesses the opportunity
to connect with, and host, international business people at events
around the RWC. The programme will showcase the best New Zealand
has to offer, from wine and food, arts and culture through to
yachting and much more.
Auckland set to benefit
From a regional perspective, Auckland looks to become the
biggest beneficiary of the Rugby World Cup once visitors touch down
The direct economic benefit for Auckland during the Tournament
is estimated at around NZD267 million. This is just over half the
expected economic benefit to New Zealand as a whole, while the
indirect benefit from links created internationally by Auckland
businesses will be far greater.
The Auckland Economic development agency has produced a 'Business opportunity guide' on how Auckland
businesses can put themselves on the path to growth by taking
advantage of the opportunities the RWC 2011 will offer.
The Major Events Management Act 2007
If you are planning to promote your business during the RWC, read the Major Events Management Act (MEMA) 2007
guidelines to help you get to grips with what you can and can't