[PPT] - Kia Ora Rotorua! Brought to you by Thanks to our Discussing Tourism PowerPoint Presentation

SLIDE 1 Brought to you by

Kia Ora Rotorua!

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Discussing Tourism

Thanks to our Discussing Tourism

Partners

And host region

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Discussing Tourism

Strategic Partners supporting TIA and the tourism industry

SLIDE 4 Brought to you by

A Global and National Perspective

Chris Roberts Chief Executive Tourism Industry Aotearoa

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Discussing Tourism

The Travel and Tourism Tsunami

1.3 billion overseas trips in 2017

7% – Forecast to grow another 50% in next decade

10.4% of global GDP (NZ$11 trillion)
313 million people employed (10% of

global employment)

A quarter of all new jobs in next 10

years will be in tourism

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Discussing Tourism

Tourism’s importance to NZ

NZ 0.2% of global tourism GDP
10.5% of GDP
1 in 7 jobs
60/40 split domestic/international

Growth in last 4 years:

Domestic spend 24%
International spend 46%
International arrivals 35%

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Discussing Tourism

Too much tourism?

Annual arrivals v local population:

Iceland 5.1 to 1 Croatia 3.3 to 1 Montenegro 2.6 to 1 Ireland 2.0 to 1 New Zealand 0.8 to 1

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Discussing Tourism

Too Crowded?

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Discussing Tourism

Too Crowded?

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Discussing Tourism

Too Crowded?

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Discussing Tourism

Potential impacts of rapid tourism growth

Five major issues common worldwide:

1. Alienated local residents
2. Degraded tourist experience
3. Overloaded infrastructure
4. Damage to nature
5. Threats to culture and heritage

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Discussing Tourism

New thinking needed

Sustainability
A re-set vision and framework
Story-telling
Investment

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Discussing Tourism

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Discussing Tourism

Our Vision

Leading the world in sustainable tourism

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Discussing Tourism

Productivity Visitor Experience Connectivity Target for Value Insight

Reset the Industry-led Framework and align with Sustainability Goals

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Discussing Tourism

The BHAG: Communities across the country and in all sectors of business understand the value of tourism and are advocates for our industry

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Discussing Tourism

Funding and Investment

Any new taxes should be fair, efficient and ring- fenced

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Discussing Tourism

Central Government collects $3.27 billion pa in revenue from international visitors. Central Government expenditure attributable to international visitors $638m pa.

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Discussing Tourism

What will success look like?

SLIDE 20 Brought to you by

Defining the local tourism challenges

Michelle Templer Destination Rotorua

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Responding to the Opportunities

f Growth
Destination Management to Destination

Development

Shifting from Volume to Value
Outstanding customer experiences
Sustainable Future

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Discussing Tourism

Destination Development

Investment in public amenity infrastructure – 2 Big Moves
Catalyst for unlocking private sector investment
Partnerships - transformational shift, career pathways, job

creation

Skill and talent attraction – Insights dashboard

“Place Making” A destination that is attractive to residents, business, investors, students and visitors alike, a great place to live, work, study and play

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Discussing Tourism

Shifting from Volume to Value

Value in the holistic sense

– Value our culture, Value our environment – Not just more, less impact on the natural and built environment

Closing the gap, visitor spend

– Stay longer, experience more – Accommodation - positive signals – Strategic partnerships / Regional collaboration

Extending the shoulder and winter season
Market Analysis

– Opportunities in the Luxury sector

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Discussing Tourism

Outstanding Customer Experiences

Authentic experiences

– Reorua – Bilingual Rotorua – Aligned branding and messages

Wayfinding

– How visitors engage with the Destination

High Performance Business

– Benchmarking and Perceptions research – Insights – Business workshops

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Discussing Tourism

Sustainable Future

Social licence to operate

– Highlight our Rotorua story, Tourism part of our DNA, room for growth – Walk the talk – Value over Volume – Tourism Infrastructure Fund – Level playing field

Impact on the natural environment

– Work with Landowners / DOC to highlight to visitors the need to respect natural areas

Impact on the community

– Highlighting the positive impact tourism economy has on job creation and spend in the destination – Highlight National programmes and monitoring

SLIDE 26 Brought to you by

Why should we care about sustainability?

Bruce Bassett Industry Strategy Manager Tourism Industry Aotearoa

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Why we should care about sustainability? And, what we are doing about it at an industry level And, what you can do about it in your business or operation

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Why care about Sustainability

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Developing the Tourism Sustainability Commitment

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Structure

Vision Elements Goals Commitments

1 4 8 14

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Vision

Leading the world in sustainable tourism

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Values

Kaitiakitanga Manaakitanga Whanaungatanga

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Four Elements

ECONOMIC

Tourism is delivering prosperity across the New Zealand economy.

VISITOR

New Zealand delivers world leading experiences for both international and domestic visitors.

HOST COMMUNITY

New Zealanders strongly support and reap the benefit from tourism operating in their communities.

ENVIRONMENT

Tourism is recognised for its contribution to protecting, restoring and enhancing New Zealand’s natural environment and biodiversity.

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Economic

Industry Goals 1 & 2

Tourism is delivering prosperity across the New Zealand economy. $41 billion total annual tourism revenue by 2025. Tourism businesses are experiencing sustainable growth through ongoing profitability, innovation, quality improvement and investment. 1 2

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Economic

Business commitments

Sustainable Businesses: Businesses focused on long term financial performance. Capital Investment: Businesses invest capital to grow, and/or to improve quality and productivity. Productivity: Businesses innovate and have effective strategies to mitigate the effects of seasonality. 1 2 3

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Visitor

Industry Goals 3 & 4

New Zealand delivers world leading experiences for both international and domestic visitors. International and domestic visitors’ experience of New Zealand overwhelmingly meets or exceeds their expectations. Tourism businesses actively engage with their visitors to ensure that the visitor experience is enhanced and adverse impacts are reduced. 3 4

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Visitor

Business commitments

Visitor Satisfaction: Businesses undertake customer satisfaction monitoring, evaluation and reporting. Product and Market Development: Businesses innovate to improve or upgrade their offering to enhance visitor experience. Visitor Engagement: Businesses educate visitors about New Zealand’s cultural and behavioural expectations. 4 5 6

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Host Community

Industry Goals 5 & 6

New Zealanders strongly support and reap the benefit from tourism

perating in their communities.

New Zealanders are happy with the level of tourism activity and support growth. Tourism businesses are desirable and responsible employers, and leaders in engaging and supporting vibrant communities. 5 6

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Host Community

Business commitments

Sustainable Employment: Businesses pay a fair wage to all staff. Quality Employment: Businesses support their workforce to flourish and succeed. Community Engagement: Businesses actively engage with the communities in which they operate. Sustainable Supply Chains: Businesses have socially and environmentally sustainable supply chains. 7 8 9 10

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Environmental

Industry Goals 7 & 8

Tourism is recognised for its contribution to protecting, restoring and enhancing New Zealand’s natural environment and biodiversity. Tourism businesses actively support and champion ecological restoration initiatives. Tourism businesses are measuring, managing and minimising their environmental footprint. 7 8

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Environmental

Business commitments

Ecological Restoration: Businesses contribute to ecological restoration initiatives. Carbon reduction: Businesses have carbon reduction programmes towards carbon neutrality. Waste Management: Businesses have waste reduction and management programmes. Education: Businesses actively engage with their visitors and communities on the importance of restoring, protecting and enhancing New Zealand’s natural environment. 11 12 13 14

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Look for the Sustainability Mark

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Who is on board? (270 so far)

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Measurement

Measurement – 2025 Goals

90%

Sustainable Growth

95%

Exceeding Expectations

100%

Active Engagement

90%

Supportive New Zealanders

90%

Good Employers & Community Leaders

90%

Ecological Restoration

100%

Reducing Eco Footprint

$41B

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What success will look like

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What you can do

See our material here and sign-up straight away Talk to the TIA Team and find out more: Introducing Lynn Robinson, TIA’s Sustainability Advocate Lynn is based in the Waikato so on hand to work with the industry in this region www.sustainabletourism.nz

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SLIDE 48 Brought to you by

Redwoods Treewalk

Bruce Thomasen Co-founder & Managing Director

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6m to 20 meters high, sustainable and unique sling system of mounting bridges and platforms, no bolts or screws into trees,

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Continuous Improvement Program

Its all about doing business:

Easier Better Safer

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Our Six Pillars of Management

Management and Communication – vision & goals & results
Process Milestones – People, Process and Systems
5S – sort, set in order, shine, sustain,
Opportunity for improvement - OFIs
Health & Safety – guest, staff, contractors, compliance
Social Licence to Operate – Kaitiakitanga, responsibility,

community, Sustainability Commitment

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Opportunity for Improvement (O.F.I.)

Quality
Service
Process
Product
Consistency
Waste
Health & Safety
Communication
Sales and Marketing
Sustainability
Environment
Community

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SLIDE 57 Brought to you by

Shaping our Future

Phil Tate

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Session Objectives

A ‘discussion’ (not a ‘telling’)
Your views on what’s currently working (or not)
Your aspirations for the industry’s future contribution (‘what can we be at our

best?’)

Ideas and thoughts on how best to move forward
Documented output that contributes to Tourism 2025 Reset

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Orienting to Our Future

1: Ground 2: Goal 3: Direction 4: Action

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Session Flow

Working with your table colleagues
10-12 minutes considering each point of the tetrad

(listen for the bell to pace yourselves)

Once the tetrad’s complete we’ll spend 10 minutes each on;

– How the areas (ground, goal, direction & approach) work together – What areas of priority emerge for industry action and focus

For the last two conversations we’ll move a couple from each table to the adjoining

table to join their discussion.

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Things to Remember

If you find yourself bogged on a particular discussion, note it and open up a new

topic.

Listen for the bell to make sure you cover the bases

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1: Ground

Where do we currently stand as we embark on the next phase of Tourism

development?

– What makes the NZ/regional tourism offer unique? – How do we define our connection to our local communities? – What do you think is the essence of what makes NZ special as a tourism destination?

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2: Goal

What do we want to be in 2025?

– What are the aspirational goals we wish to work toward within our local communities? – By 2025, as an industry, what will we be contributing to our communities beyond what we currently do?

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3: Direction

What will guide us into our future?

– What principles do we need to adhere to to ensure the industry moves effectively toward

ur goals without compromising our unique position?

– What principles do we need to re-examine or establish?

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4: Approach

How do we need to act today to protect what we have and develop toward our

goal?

– What are the key action areas we need to consider to take our unique proposition and achieve the aspirant goals? – What do you regard as the highest priority for 2025 focus? – What might we missing that would help achieve our overall goal?

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Summary Reflections

Do all the points of your tetrad effectively support each other?

– Are the any points of contention, and how may they be reduced?

Getting radical; is there anything we’re not currently considering that needs to be
n the industry’s agenda?

SLIDE 67 Brought to you by

Tourism – a view from the outside

Andy Hamilton Chief Executive The Icehouse @iceandy a.hamilton@theicehouse.co.nz

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Discussing Tourism

the mind is such a powerful thing … WHETHER YOU

THINK YOU CAN

OR THINK YOU CAN’T.

YOU’RE RIGHT.

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Discussing Tourism

On the agenda

The mandatory
What great does & why should you worry
Tools to enable action

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Discussing Tourism

We are a business enabler to

wners and entrepreneurs.

We change their lives, their businesses and in doing so, we change New Zealand.

The advert ….

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Discussing Tourism

The what, the who, the why

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Discussing Tourism

Our north star

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KIWI BUSINESSES WE’VE WORKED WITH

TRIPLE

THEIR PROFIT EVERY 4 YEARS GROW

2.5 x

FASTER THAN THE AVERAGE NZ BUSINESS GROW THE NUMBER OF STAFF BY

6%

EVERY YEAR GROWN REVENUE BY

12%

EVERY YEAR BUILDING EXPORT BUSINESSES

1 in 3

AFTER 5 YEARS

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Discussing Tourism

Our tourism customers (just a few)

Jucy Group, Go Rentals Snap Rentals
Distinction Hotels, The Coachman
Wildnerness Motor Homes, Kiwi Camper Vans
Sky Dive Wanaka, Tourism Adventures, Active Adventures
Magic Memories

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Discussing Tourism

On the agenda

The mandatory
What great does & why should you worry
Tools to enable action

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Discussing Tourism

GREAT LEADERS ASK QUESTIONS… …while others bask in the sun

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Discussing Tourism

I marvel at people who observe trends and do things that will shape what the future looks like

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Discussing Tourism

here is a big word - asymptote

“It is said that if you know your enemies and know yourself, you will not be imperiled in a hundred battles; if you do not know your enemies but do know yourself, you will win one and lose one; if you do not know your enemies nor yourself, you will be imperiled in every single battle.: - Sun Tzu

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Discussing Tourism

What’s to worry about

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Discussing Tourism

Have you seen the modern self-drive car

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Discussing Tourism

Were they worried before

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Discussing Tourism

Taxi drivers not happy, UBER very

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Discussing Tourism

72b of money looking for a home by 2030

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Discussing Tourism

Technology is changing a lot

f things

… if the rate of change

utside your
rganisation is greater

than the rate inside your

rganisation, the end is

in sight… Jack Welch

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Discussing Tourism