This Content Is Only For Subscribers
ChristchurchNZ has welcomed the release of New Zealand’s first Tourism Policy Statement, saying it provides a strong framework for growing Canterbury’s visitor economy in a more coordinated and sustainable way.
The regional tourism organisation says the statement’s focus on regional dispersal, year-round visitation and targeted marketing aligns closely with Canterbury’s strengths, including its landscapes, cultural experiences and growing events and business tourism sector centred on Christchurch.
ChristchurchNZ chief executive Ali Adams says the policy gives the tourism system a clearer long-term direction and reinforces the value of collaboration between central government, local government and industry.
“This gives the tourism system a clear long-term direction and reinforces the importance of working together to deliver sustainable, high-value growth,” Ali says.
ChristchurchNZ says the policy builds on work already under way in Canterbury, pointing to its Winter Different and Discover Different campaigns, which were funded through the Regional Tourism Boost Fund and delivered with Kaikōura, Hurunui, Timaru, Mackenzie and the West Coast to attract Australian visitors.
According to ChristchurchNZ, those campaigns helped contribute to an 11 per cent rise in Australian arrivals to Christchurch in April, based on MBIE data.
The organisation says it is particularly encouraged by the statement’s focus on events, connectivity, infrastructure and regional investment, as well as references to future tourism funding arrangements and improved transparency for short-term rental accommodation.
ChristchurchNZ says it supports the concept of a bed levy to help fund tourism infrastructure, along with a national short-term rental accommodation register to create a more level playing field across the accommodation sector.
