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With the evolving landscape of tourism and sustainability, Tourism New Zealand and MBIE have released a comprehensive study in a webinar, Wednesday, February 14.
With speakers, Sam Allen, Head of Industry for Tourism New Zealand, and Ishita Mendonsa, Head of Global Insights at 100% Pure New Zealand, dived into the realms of how sustainability sways the pendulum of destination and operator selection among travellers.
Also addressed in the webinar featured the intricate relationships between sustainability and consumer holiday choices, a topic of increasing relevance in today’s travel industry.
The study and research from Tourism New Zealand MBIE is a meticulous compilation of findings, surveys, and analyses, spanning across various sections, from eight markets: Australia, United States, United Kingdom, Germany, China, Japan, India and New Zealand, each unravelling a layer of complexities, not just understanding consumer behaviour but on dissecting the ways in which sustainability influences consumers decisions at every stage of the travel journey.
The study also explores the role of sustainability from the dreaming phase of holiday planning to the actual visitation.
In the webinar, Ishita Mendonsa says the findings were revealing, with a significant portion of Tourism New Zealand’s target audience, dubbed ‘active considerers’ of a New Zealand holiday, exhibited strong sustainability beliefs, a lot higher than the general population in surveyed markets. This highlights a ripe opportunity for New Zealand to craft and deliver a compelling sustainability proposition to potential travellers.
Ishita also says that the choice of holiday destinations is primarily driven by the emotional experiences sought by travellers, such as relaxation, escape, and adventure. However, sustainability emerged as a bonus consideration, adding emotional value to the travel experience. When basic holiday expectations—such as natural landscapes, culinary experiences, and cultural attractions—are met, sustainable travel considerations gain prominence, suggesting that sustainability could serve as a difference at both functional and emotional levels.
Also highlighted in the research, was a high willingness among consumers to invest time and money in sustainable options. Ishita says “Most consumers are receptive to the concept of sustainable travel”. However, this varied across markets, with some countries showing weaker inclinations towards sustainability, like Japan. Despite these variations, a strong intent to pursue more sustainable travel practices in the future was still evident across all markets, showing a significant shift in traveller behaviour towards sustainability over the past decade.
With that in mind, travellers show they are actively seeking out destinations and operators that align with their environmental and social values and points towards a growing demand for travel options that contribute positively to the planet and local communities.
In alignment with those findings, Ishita says consumers are willing to pay a premium for sustainable travel experiences. Key points raised detailed that unique cultural experiences, conservation efforts, or support for local businesses, are more likely to justify a higher price point in the eyes of travellers.
The Challenges: The research also tackled the challenges and barriers to sustainable travel, from the high costs and lack of information to the scepticism surrounding the authenticity of operators’ sustainability claims. The webinar highlighted the importance of transparent communication and the role of certifications in building trust between consumers and tourism providers.
Solutions: To counteract the scepticism surround authenticity of operators’ sustainability claims, Ishita says there is a need to integrate sustainability into the core of their operators offerings. She suggested that by doing so, they can not only meet the evolving demands of travellers but also contribute to the broader goals of environmental conservation and social responsibility.
From the webinar’s conclusion, the intersection of sustainability and tourism is ripe for innovation and growth. The findings presented by Tourism New Zealand and MBIE offer a roadmap for the industry, one that navigates the balance between fulfilling consumer desires, preserving the natural and cultural heritage that makes travel so enticing and the power of sustainable tourism to shape a better future.
