Who Does What?

More than 840 million people travelling globally on holiday each year. In this growth environment comes increased competition for New Zealand as a visitor destination. As you make a start in the tourism industry, you need to have a clear understanding of who does what.

Tourism New Zealand

Tourism New Zealand is the Crown entity responsible for marketing New Zealand internationally as a tourism destination.

Tourism New Zealand’s focus has evolved since its creation in 1901. More than 100 years ago tourism in New Zealand was just beginning, access was difficult, infrastructure was limited and marketing was in its early days.

Today Tourism New Zealand operates 15 international marketing offices in 12 countries. The majority of our budget is spent offshore working with the travel trade and media in a wide range of ways. Our website www.newzealand.com is the main way we provide information to prospective international visitors. Tourism New Zealand’s corporate website www.tourismnewzealand.com is a good place to get more details of our objectives and work.

100% Pure New Zealand

Since 1999 Tourism New Zealand has marketed this country under the 100% Pure New Zealand global campaign. This is a campaign designed to capture the unique experiences available in New Zealand.

The campaign has won numerous awards since its launch. It combines advertising, internet, international media coverage, events and trade training to market destination New Zealand in our key target markets.

Our Target Market

Travellers in the world today have widely differing motivations, needs and expectations of their travelling experience, not all of which would match with what New Zealand has to offer.

	NZ's target market likes to do more when they're here.

New Zealand needs to target its ideal customers - motivated travellers whose expectations match what we can offer. By applying these criteria to whom we market to and narrowing down our target market, New Zealand’s resources will go far further.

New Zealand’s target market;

• travels regularly

• participates in a wide range of tourism experiences

• actively participates in the natural environment

• is environmentally and culturally aware

• seeks authentic and new experiences - and then wants to share them with others.

They are also high users of technology, like to recommend and try new things and ideas, and have a global mindset.

From this group of global travellers New Zealand is targeting those with motivations that align with the types of visitor experiences New Zealand offers. In this way we attract the type of visitor who will fully engage with New Zealand and go home 100% satisfied.

Research shows the number one reason for travel to NZ is our natural attractions.

Tourism Industry Association New Zealand

The Tourism Industry Association New Zealand (TIA) is the largest representative body for tourism operators in the country. It is membership-based and independent and represents more than 2000 businesses and organisations - from small operators through to large companies - who collectively make up 85% of the country’s tourism turnover.

TIA’s goal is to look after its members and ensure they have every opportunity for doing the best business they can.

The organisation champions the interests of its members with government and other decision makers. It builds partnerships between the tourism industry and government, and works with all organisations involved in tourism.

TIA also provides tools and information to help members run successful businesses.

TIA manages three national industry events each year:

TRENZ, the Tourism Industry Conference and the New Zealand Tourism Industry Awards, which provide invaluable business and networking opportunities for members.

For more information, contact info@tianz.org.nz or visit www.tianz.org.nz

Regional Tourism Organisations

Regional Tourism Organisations (RTOs) are responsible for promoting their region domestically and, in most cases, internationally. RTOs work closely with Tourism New Zealand and other tourism organisations to market their local products to consumers, wholesalers, retail travel agents and the media.

Some RTOs are funded in part or in full by their local council, others are funded by annual membership fees. Their members are local operators of tourism accommodation, transport, attractions and activities.

As you are establishing your business you should keep in contact with your local RTO. They can assist you with information, cooperative marketing, advertising opportunities, market intelligence, product development and sales calls. Tourism New Zealand works closely with RTOs to keep up to date with regional activity.

Locate your local Regional Tourism Organisation

The New Zealand Maori Tourism Council

"Maori tourism provides New Zealand with its unique positioning in the global marketplace." This is the vision statement for the newly structured New Zealand Maori Tourism Council (NZMTC).

The Council, incorporating 13 Maori Regional Tourism Organisations (MRTOs), was established in August 2004 in Taranaki. The formation of this council is supported by government policy and programmes and is an important chapter in the implementation of the New Zealand Tourism Strategy (NZTS) 2010.

The Council’s mission is to provide a mutually supportive network for the development of best practice by member MRTOs which leads to business growth and prosperity for Maori in tourism.

For more information visit www.maoritourism.co.nz

	Our ideal visitor is one who will return home raving about their New Zeland holiday.

Maori Regional Tourism Organisations (MRTOs)

MRTOs are self-identified collectives of mainly Maori tourism operators in a particular region. While the role and function of the MRTOs vary from region to region, key functions may include:

• facilitating coordination and cooperation among members

• educating members about the industry

• providing networking opportunities

• linking Maori operators with relevant assistance programmes

• providing RTOs with an avenue into Maori tourism product in their area

• working with RTOs to ensure Maori operators are represented well in the RTOs’ marketing and product development activities.

Inbound Tour Operators Council

Inbound operators are responsible for providing a link between tourism businesses in New Zealand and the overseas travel companies that book them. Inbound tour operators generate bookings for suppliers and handle land arrangements for overseas travel companies.

ITOC represents two levels of members. Full members are inbound tour operators in New Zealand, and allied members are product suppliers.

ITOC members can help your business by:

• promoting your product to the international tourism trade and international customers

• offering advice about how to develop your product to satisfy customer demands

• providing up-to-date knowledge of international consumers’ needs and desires

• providing you with a steady volume of business

• acting as an extension of your marketing department.

For more information visit www.itoc.org.nz

Travellers to NZ like to experience our landscapes first hand.

The Ministry of Tourism

The Ministry of Tourism provides tourism policy advice to the Minister of Tourism and works with other government departments on key tourism policy issues and tourism research and statistics.

The Ministry of Tourism advises and evaluates government investments in tourism and assists with international bids for major events.

On their website the Ministry of Tourism lists those agencies that provide advice or assistance to tourism businesses at various stages of their development.

Visit the Ministry of Tourism online for more information.

Ministry of Tourism Research Website

The Tourism Research website was established in 2006 to provide data and research to the New Zealand tourism industry. To access the free tourism research visit www.tourismresearch.govt.nz

i-SITE Visitor Centres

There are over 85 i-SITE Visitor Centres located throughout New Zealand in most towns and cities.

In 2004, there were over 10 million visits to i-SITE Visitor Centres. They are open seven days a week and are responsible for providing information about and/or selling a range of products and services to meet the needs of local, domestic and international visitors.

One of the primary roles of the Centres is to provide up-to-date information on New Zealand’s attractions, transport and accommodation facilities. i-SITE Visitor Centres can display your brochure or sell your product on your behalf. Charges for these services vary depending on the region.

Find out where your local i-SITE Visitor Centre is located.

Qualmark New Zealand

Qualmark is New Zealand tourism’s official quality assurance agency owned by Tourism New Zealand and the New Zealand Automobile Association

It operates as a licensing system for tourism’s official quality mark (the Qualmark©) and all tourism businesses in New Zealand are eligible to apply. There is a star grading system for accommodation and a quality endorsement system for other tourism businesses.

Qualmark is also a business development tool. Regular assessments and feedback offer businesses the chance to conduct a gap-analysis of their business, helping them to learn more about their business’ strengths and weaknesses, and the wider tourism industry, and to identify opportunities to refine and improve their business based on best practice.

For more information, visit www.qualmark.co.nz

Other Member Associations

There is a wide range of other associations in tourism that represent particular parts of the accommodation or transport sectors. Some of these are noted in the Glossary.