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As New Zealand’s tourism sector continues to navigate the post-COVID landscape, there is a unique opportunity to reset, upskill, and safeguard the future of both the industry and the natural environment.
Tourism Industry Aotearoa (TIA) chief executive Rebecca Ingram recently spoke with Inside Tourism to highlight the importance of these efforts, emphasising the need for sustainable practices and enhanced capabilities among tourism operators.
She provided a snapshot of the current state of tourism, saying, “International arrivals are at 82% of pre-COVID levels as of April 2024, with holiday arrivals at 73%. The industry experienced a robust summer, providing a cushion for the slower winter months, and there are promising bookings for the upcoming summer. However, there’s a hint of softness in certain regions, highlighting the need to maintain the momentum gained.”
A key initiative supporting this transformation is TIA’s new online program, Akiaki- Advancing Tourism. Rebecca says “I’m really focused on what we can do for TIA members so they are best equipped for the future. Akiaki is a positive step to support not only TIA members but also non-members. Our Tourism Sustainability Commitment (TSC), launched in 2017, has 1900 businesses signed up. Despite this, only about 2% have a sustainability plan. There is a clear hunger for online tools and education, which Akiaki addresses.”
The program includes ten courses aligned with the TSC, each taking one to two hours to complete. “We’ve launched four courses so far: an introduction, carbon measurement and reduction, waste elimination, and restoring nature.” “These courses are set in the environmental pillar of the TSC. Future courses will cover topics like engagement, resilience, storytelling, investment, innovation, culture, heritage, being an employer of choice, and community engagement.” she says.
Rebecca also highlighted the positive reception of Akiaki “We launched in Auckland, July 18 with about 50 members attending. The response was incredibly positive, showing a real need and hunger for this information. This is a benefit for TIA members, available for free to them and their staff. Non-members can access it for a very competitive price.”
Emphasising the broader vision, Rebecca says, “TIA’s vision is to lead the world’s most sustainable tourism industry. Our visitors are placing an increasingly high value on sustainability practices. A study by Tourism New Zealand and MBIE found that 81% of those considering New Zealand for a holiday have strong sustainability beliefs, compared to 52% of the general population. This significant difference highlights that sustainability is not just the right thing to do, but also makes good business sense.”
With a continuing need for call to action for businesses to lean into sustainability. Rebecca says “Engaging your team in these conversations fosters a collaborative and positive environment, driving both professional development and sustainable progress. Together, we can build a resilient, sustainable tourism sector that meets the demands of our discerning visitors and protects our natural environment for future generations.”
