Post on 29-Dec-2015
transcript
Wellington Regional Economic and Employment Summit
John Barrett
Chairman NZ Māori Tourism CouncilDirector Tourism New ZealandManaging Director Kapiti Nature Lodge
Wednesday 8 April 2009
PANUI• What people are saying about the tourism
sector
• A SME in the tourism sector
• The Māori tourism sector
• A national tourism perspective
• An international perspective
BNZ Confidence Survey(March 09)
• Tourism – pretty grim. Visitor numbers decreasing and confidence low
• Tourism – April numbers better than for year 08/09, think this may be because of the NZ$, and expect this to be an aberration going forward
• Inbound tourism – heavily seasonal, 08/09 summer down 15%, long haul visitors not committing, outlook for 09/10 not pretty, some markets down by 30%
• Tourism – slightly down, more reliance on domestic tourism
• Tough and challenging in tourism but long term expecting a strong recovery
• Tourism – bad
International Visitor Arrivals - Global
International Tourist Arrivals
5.46.3 6.8
5.4
17.8
-1.3-2.5 -2.8
1.1
4.05.23.4
-5
0
5
10
15
20
World Europe Asia and thePacific
Americas Africa Middle East
vari
atio
n ov
er p
revi
ous
year
(%)
Jan-JuneJuly-Dec.
Source: UNWTO
International Visitor Arrivals – Global
Monthly evolution of worldwide international tourist arrivals
-15
-10
-5
0
5
10
15
20
2005 2006 2007 2008* 2009
% c
hang
e ov
er s
ame
mon
th p
revi
ous
year
length?depth?
Source: UNWTO
-2%
0%
2%
4%
6%
8%
J an07
Feb07
Mar07
Apr07
May07
J un07
J ul07
Aug07
Sep07
Oct07
Nov07
Dec07
J an08
Feb08
Mar08
Apr08
May08
J un08
J ul08
Aug08
Sep08
Oct08
Nov08
Dec08
J an09
International Visitors
Commercial Guest Nights
Year Ended
NZ Trips Abroad
Inbound, Outbound, Domestic and Accommodation Nights Rolling Annual Growth Rates - Year Ended Jan07-Jan09
Source: Ministry of Tourism
Kapiti Island Alive & Kapiti Nature Lodge
• Good growth 08/09
• Settled weather
• Winter traditionally slow for us
• Nimble
• Control costs
• 50/50 international/domestic
• Previous marketing efforts paying off
Distribution of Māori Tourism
• 92 – Tai Tokerau – Northland• 50 – Arawa – Rotorua/Taupo• 44 – Te Waipounamu – South Island• 26 – Takitimu – Hastings/Napier • 20 – Te Upoko – Wellington• 20 – Tamaki Makaurau - Auckland• 12 – Tauranga Moana - Tauranga• 19 – Tairawhiti – East Coast• 14 – Taranaki• 14 – Whanganui• 14 – Te Tau Ihu – Nelson/Marlborough• 11 – Tainui - Waikato
Māori in Tourism
• 37% - Guided Tours• 15% - Accommodation• 15% - Arts & Crafts• 12% - Attractions• 11% - Retail• 7% - Eating out• 5% - Transport• 5% - Concerts & Hangi• 1% - Marae Stays
NZ Māori Tourism Sector• Collaboration-joint international marketing
• Joint training programs
• Best practice adoption
• Company operational review
• Develop great collaborative and strategic relationships
• Staff training
CRITICAL CHALLENGES resulting from tourism downturn
• Maintaining margin/yield/profit
• Maintaining continuity of employment
• Minimizing effects of seasonality
• Diversification
• Tourism industry specific training and education.
• The quality promise and delivery
Kapiti Island Alive & Kapiti Nature Lodge
• Review of daily operations
• Budgets and targets
• Slight increase in promotional/marketing budget
• Focus on niches where they are working
• Maintain international in market activity
• More focus on domestic marketing 2010
Some final comments
• Significant variation in predictions for tourism sector, BUT, generally agree tough times ahead
• Some of the larger national tourism operators feeling the tough conditions already
• TNZ Predict 10% decrease in visitor numbers overall