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Recently, the Tourism Export Council of New Zealand held their Annual Conference, highlighting the transformative journey of New Zealand’s tourism sector and laid out a bold vision for the future.
The conference provided a platform for 300 international tourism delegates to share insights, challenges, and strategies for the evolving industry landscape.
Lynda Keene, chief executive of TECNZ says “The conference offers us a unique opportunity to come together and share our knowledge and expertise. “It’s also a chance to exchange recent experiences and challenges, often over a couple of bevvies. Spending a few days together allows us to learn from one another, build lasting relationships, and foster collaboration.”
Acknowledging the significant contributions of Allied Members, Lynda also expressed gratitude for their engagement and future-oriented enhancements.
“Thank you to all of the Allied Members who have already shared so much of their time and knowledge at our trade event. It was great to see such a high level of engagement and to hear about the enhancements you have planned for the future.”
Reflecting on the sector’s recovery post-COVID, Lynda reported that as of year-end March 2024, international arrivals reached approximately 3.1 million, marking an 82 per cent recovery of pre-COVID levels compared to year-end March 2019.
“To all of you that have contributed to the huge restart over the last two seasons, thank you. Give yourselves a well-deserved pat on the back.”
With the theme “NAVIGATING THE NEW FRONTIER,” the conference aimed to explore the future of tourism beyond 2025. Key questions were posed: Will tourism be the same? How will it be different? How will New Zealand adapt to capitalise on opportunities and minimise risks?
Addressing sustainability, Lynda emphasised the importance of environmentally friendly travel options, especially given New Zealand’s status as a long-haul destination. “To grow tourism without jeopardising social license, we must prioritize sustainable practices for travel to, from, and within New Zealand.”
The speech highlighted the need for airlines to reduce carbon emissions, the exploration of viable alternative fuels for transport providers, and the expansion of EV rental car fleets. The necessity of increasing charging and refuelling infrastructure was also underscored.
“For activity and attraction operators, we must consider balancing natural scenic experiences with man-made attractions to reduce the footprint on our natural resources. Visitor demand and expectations will drive business innovation,” says Lynda.
The role of AI versus human intelligence in booking travel was another point of discussion. Pre-COVID, the travel trade played a significant role, with IATA data showing that 55 per cent of arrival bookings into New Zealand were made via trade distribution channels, with some countries like South Korea reaching as high as 80%.
“The travel trade distribution network has never been stronger than right now,” the Chair asserted, noting the critical role of Inbound Tour Operators in the post-COVID recovery. “ITOs ensure destination New Zealand remains front of mind with engaged offshore wholesalers.”
Lynda says that ITOs are vital in providing trusted referrals and premium services, ensuring seamless travel experiences for international visitors.
“They operate on a commission basis, viewed as a success fee rather than an upfront marketing cost,” she says.
Addressing potential barriers to growth, there was the topic of the importance of health and safety, particularly the disclosure of risks at the booking stage. Lynda says there is the need for investment in Tourism NZ and the Department of Conservation was also highlighted to support the visitor industry and ensure New Zealand remains a top destination.
Looking to the future, Lynda says the increasing global interest in indigenous cultures and the demand for Māori tourism itineraries. “TECNZ is keen to support this focus.”
