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Head of Research and Insights

Reimagining New Zealand Tourism: Eight Essential Ways to Build Back Better (Part 2)

Part 2 of a two-part blog series. Read Part 1 here.

New Zealand is reimagining what tourism can look like. The COVID-19 pandemic has provided a unique opportunity to not only build back tourism in New Zealand – but to ‘build back better’.

5. Tourism Funding: the right resources driving the right outcomes
6. Value Add:  the ‘halo’ effect and driving productivity, innovation
7. Measure What Matters:  Quality over Quantity
8. For New Zealand: industry Structures that represent all stakeholders

 

5. Tourism Funding

Successful, sustainable tourism industries understand the full costs and benefits of tourism and have efficient ways to generate revenue to pay for its marketing and management. New Zealand has a highly centralized revenue system which is neither responsive to the growth of tourism nor the needs of local communities. Prior to the COVID-19,

Head of Research and Insights

Reimagining New Zealand Tourism: Eight Essential Ways to Build Back Better (Part 1)

See the related blog post: “8 Ways to Build a More Sustainable Future for Tourism”

Part 1 of a two-part blog series. Read Part 2 here.

As in many parts of the world, New Zealand is reimagining what tourism can look like. The COVID-19 pandemic has provided a unique opportunity to not only build back tourism in New Zealand – but to “build back better.”

By early 2000, the New Zealand tourism industry was generating significant financial returns to the country but had growing environmental impacts, persistent seasonality pressures and was failing to deliver widely shared benefits throughout the nation.  

The New Zealand’s Parliamentary Commissioner for the Environment summed up many of these concerns in a December 2019 report entitled

Creative Strategies for Marketing Road Trips

For more on road trips, check out the latest U.S. Road Trips research from Longwoods International in addition to the resources from our September webinar, "U.S. Road Trips - Reinvented for COVID-19 and Beyond."

As mandatory travel restrictions have eased in some parts of the country, Americans are looking for safe ways to get out and explore. Naturally, a good old-fashioned road trip comes to mind. In fact, Longwoods recently found that among Americans who are planning to travel, the majority (61%) will travel by car.

Many destinations are eager tap into this trend, so travelers are currently being flooded with road trip marketing. How do you cut through all the noise and set your destination apart? Read on for ideas on how to delve deeper into the “why” behind road trips and get creative in your targeting and storytelling strategies.

Last-Minute Plans

Data across several booking engines suggests that the majority of travelers are currently

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For when you can't catch our live show
ESTO Webinar: Storytelling During COVID - Cost Effective Approaches to Engagement
Funding Futures - Building Reserves & Short-Term Rental Revenue
U.S. Road Trips - Reinvented for COVID-19 and Beyond