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Sustainable Tourism in New Zealand

Posted on | August 21, 2010 | No Comments

Sustainable Tourism in New Zealand

By Kieran Ross

Ask any person on the street which industry earns New Zealand the most amount of money and 9 times out of 10 you are bound to hear ‘Dairy’. However a little known fact is that the dairy industry is second to the tourism industry in terms of earning foreign exchange.

In 2007, international tourists spent $8.8billion(1) on our shores. During the same time we exported $7.3billion(1) worth of dairy products. So if international tourists are so important to our economy, what does its future hold with the cost of air travel increasing and the need to reduce carbon emissions?

We are an isolated country and a long-haul destination from all of our major tourist markets baring Australia. It has always cost visitors more to get to us than other possible destinations. This limits the volume of people who are able to travel here. On top of this, add to the traveller’s decision process the impact of air travel on their carbon footprint and we have significant obstacles to overcome in our efforts to attract international visitors.

New Zealand has always had a ‘clean green’ image and the major attraction for international visitors is our array of unspoilt natural landscapes. This is the theme of Tourism New Zealand’s (TNZ) 100% Pure NZ marketing campaign. However many of the service providers that tourists use have not been living up to this ‘clean green’ image.

In order to minimise the carbon footprint international visitors create during their visit and help mitigate the environmental impact of their air travel to NZ, TNZ has identified the need for our industry to deliver a sustainable experience for our visitors. This has been outlined by TNZ and the Government in the New Zealand Tourism Strategy 2015 (NZTS 2015). Tourism relies more than any other sector on our countries continuing sustainability as a nation. This is because New Zealand itself is the product we are selling internationally. Sustainability involves delivering the maximum benefit – economic, social, cultural, and environmental – with as few unwanted effects as possible ensuring the future of the industry and our environment(2).

The most significant development our industry has had since the publication of the NZTS 2015 is the development of the world’s first integrated environmental performance and quality assurance system – Qualmark Green. Qualmark is TNZ’s official independent mark of quality and now every Qualmark accredited accommodation provider, visitor activity and transport provider, visitor service and venue is assessed on their environmental performance and required to meet a set of minimum standards. Those that excel receive either a bronze, silver or gold accreditation which they can promote alongside their quality rating.

Furthermore, the small South Island tourist town of Kaikoura (famous for whale watching) has been extremely proactive with regards to sustainability. In 2004 Kaikoura became the first local authority in the world to achieve Green Globe 21 Certification. Green Globe is a global benchmarking and certification process for sustainable travel and tourism. Kaikoura District Council created an environmental and social policy action plan using Green Globe’s guidelines, reduced its solid waste output through a zero waste scheme which has saved the district thousands of dollars, and introduced a carbon offset scheme to ensure that their carbon footprint is dramatically reduced. The certification has become a unique selling point for Kaikoura as a destination which has resulted in increased visitation.

Initiatives such as these show how New Zealand is leading the way with sustainable tourism. It is ensuring that those involved in the industry live the clean green image our international visitors expect. And due to the breadth of the industry throughout NZ, sustainable values are reaching all communities around the country.

1: Tourism Satellite Account – 2007

2: New Zealand Tourism Strategy 2015

Campbell Consulting provides specialist management consulting services and dynamic market research led strategy to companies, firms & organisations in New Zealand (NZ) and around the world. The core competencies of the company are in tourism and event stadia.
Campbell Consulting was established by Gordon Campbell in 2003 and has grown to be one of New Zealand’s most experienced business and strategic marketing consultancy companies. Prior to this Gordon was a director for KPMG New Zealand, operated his own marketing and research firm as well as holding various directorships including that of Tourism Auckland.
Campbell Consulting specialises in market research, feasibility studies, economic benefit, business modelling, marketing strategy, concept development and strategic advice. Campbell Consulting is a full member of the Market Research Society of New Zealand and its directors have international experience in China, Australia, UK and America. For further information visit: http://www.campbellconsulting.co.nz/

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