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A strategy for the future

Media Release

A strategy for the future

18 July 2006

How the tourism and hospitality industry prepares for a prosperous and sustainable future is just one of the questions that will be answered in the next ten months as work begins to update the New Zealand Tourism Strategy 2010 (NZTS 2010).

The chief executive of the Tourism Industry Association (TIA) Fiona Luhrs said: “The NZTS 2010 has been an excellent guide but much has changed since its release in 2001 and we are now looking at it in a new market context. The update will evolve the strategy so its objectives and recommendations are relevant in the current business environment.”

“The Association is pleased to be working closely with the government sector on this project as we did during the development of the initial strategy. The success of tourism in any country requires strong mutual support and co-operation between the public and private sectors,” Ms Luhrs said.

“Having said that the focus of this update will be very much on the industry and gaining its full support for a plan for the next five to ten years.”

To this end chief executives and senior managers from across the tourism industry are being urged to participate in the Tourism Industry Conference - Wellington, August 22-24.

The focus of the conference is the future of tourism and hospitality and ‘where to next’ as an industry, with a facilitated and interactive session on the mid-term update of the New Zealand Tourism Strategy 2010 taking place on Wednesday 23 August.


Background to the strategy project

The project will be led by a Ministerial Advisory Group convened by the Minister of Tourism, Hon Damien O’Connor. A full list of the members of this group is attached.

Industry leadership is being facilitated by Geoff Burns, Chairman of TIA, as strategy director. Over the next ten months Mr Burns will drive a comprehensive work programme examining key issues facing the sector. He will work closely with a project manager and be responsible for liaising with the tourism and hospitality industry and its key stakeholders to establish industry agreement on key recommendations.

The project is supported by a secretariat from TIA, the Ministry of Tourism and Tourism New Zealand.

Among priorities the project will:

- identify and acknowledge progress already made in implementing the goals of the NZTS 2010

- articulate a shared vision for what New Zealand’s tourism sector will look like by 2010 and beyond

- set out clear action plans to implement the updated NZTS for the years up to 2010, which identify responsibilities, stakeholders, funding, and timelines.

Ministerial Advisory Group

Name Title Organisation

Geoff Burns Chair Tourism Industry Association New Zealand (TIA)

Harry Broad Strategic Issues Manager Department of Conservation

Clive Geddes Mayor Queenstown Lakes District Council

Tim Cossar Chairman Regional Tourism Organisations of New Zealand

Johnny Edmonds Chief Executive New Zealand Maori Tourism Council

Paul Yeo Chief Executive ITOC

Dave Hawkey Chief Executive Real Journeys

Lex Henry Chair Tourism Research Council

George Hickton Chief Executive Tourism New Zealand

Jennie Langley Chief Executive New Zealand Hotel Council

Fiona Luhrs Chief Executive TIA

Stuart Neels President Inbound Tour Operators Council

Darryl Wilson General Manager Wilson's Abel Tasman Experiences

Ray Salter General Manager Ministry of Tourism

Andrew Te Whaiti Chief Executive Te Puia

Norm Thompson Deputy Chair TIA


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