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Tourism Export Council supports the Tourism 2025 framework

March 27, 2014 Association No Comments Email Email

Chief Executive of the Tourism Export Council, Lesley Immink, congratulates Martin Snedden and the project team on Tourism 2025 released on Monday 24 March 2014 and agrees that “alignment to the framework” by different sectors of the industry is key to its success going forward.

Since the 2025 plan was initiated in 2012, the Tourism Export Council and inbound tour operators have seen significant improvement in communication with other tourism stakeholders, resulting in better understanding of the role of traditional and new distribution channels, Ms Immink says.

Inbound tour operators are actively thinking about filling the seats on every plane with a new priority following the example given at the TIA Summit 2013 where if we can fill 12 more seats (4 front, middle and back) on every flight to New Zealand, it will help everyone be more profitable.

“It sounds like a no brainer. Filling more seats translates to more profit, but to have all international sales staff actively considering this at every negotiation demonstrates our support to the airlines, airports and air connectivity. We do, however, need to remember that while high value visitors are part of the end goal, we still need and value our visitors who fill the middle/back sections of the plane and coaches,” Ms Immink says.

Another example of working within the Tourism 2025 framework is to negate barriers for doing better business. These include visa time lags for visitors and employment of multi-language staff up and down the country. We are working closely with Immigration New Zealand and other agencies to help minimise the frustration our visitors experience before they get here, and to retain and employ appropriate staff to help exceed their expectations when travelling around the country, she says.

The five framework themes of connectivity, insight, target, productivity and visitor experience will have different priorities with different stakeholders. As part of each theme we need to consciously thread “living up to the 100% Pure New Zealand experience” being part of our responsibility to the environment and cultural identity.

“Our commitment to the environment and inserting ‘manaakitanga or kiwitanga’ at every phase of the framework is crucial as they are our key points of difference from other destinations competing for the same visitors.”

The Tourism 2025 launch was a memorable afternoon and the Tourism Export Council encourages its members and tour operators to not just read the framework but activate it!

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