Published on : Tuesday, November 14, 2017
Tourism industry of New Zealand has given itself a B grade despite experiencing a continued growth. The reason behind this is the long running efforts to get international tourists to come other than the peak summer months and visit more regions failed again.
At the annual Tourism Summit in Wellington, Tourism Industry Aotearoa chief executive Chris Roberts spoke about the goals set as part of efforts to earn $41 billion in revenue by 2025.
He said that the good news is that visitor arrivals have increased almost 30 per cent over the past four years, and the spending have also increased an estimated 39 per cent over the same period.
But at the same time growth has slowed and there had been no progress in improving regional dispersal, which is the best way to avoid overcrowding in popular holiday spots and boost income in lesser known towns and cities. Roberts said the four gateway centres – Auckland, Wellington, Christchurch and Queenstown – still received two thirds of the total visitor spend.
Roberts gave the tourism industry of the country a B grade, and said in NCEA terms it was “may be passing with merit, but not yet performing at overall excellence level.”
Roberts said, “If this number was to slip back into 80 per cent, something is pretty wrong with our product and what we deliver to visitors.”
He said the industry could not afford to become complacent because after a period of double digit increases, in the last six months, visitor growth has gone down significantly to more like 4.5 per cent.
Roberts said the new phase could be looked upon as an opportunity to catch up with tourism infrastructure and to work on improving public support for the industry.
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