New Strategy in Action
New Strategy in Action
Auckland, 10 September 2008: A new conventions and incentives industry strategy aimed at doubling the international business tourism spend in New Zealandis underway.
The strategy was announced at the recent annual industry tradeshow MEETINGS 2008 in Christchurchjust over a month ago, and is now in full swing.
“This includes the appointment of a new business development manager in our Australian office to work alongside Sharon Auld. Heidi Heming has just been appointed and her main responsibility will be to work the corporate meeting market and bring in some short lead time business,” says Alan Trotter, Conventions and Incentives New Zealand (CINZ), CEO. “And I must thank Tourism New Zealand for helping fund this new position, I know it will be well worth it.
“Australia is one of our key target markets, with both association and corporate conferences as well as incentive business. Australia is a viable market sitting right on our doorstep and with the current backdrop of global economic turmoil and the cost pressures on corporates, conferencing in New Zealandis a viable choice for Australians.”
One of the strategy’s main aims is to increase the annual international business tourism spend to $500 million by 2015.
“Conventions and incentives currently contribute $1 billion a year to the New Zealandeconomy. The international market accounts for about a quarter of that and we want to double that figure to $500 million,” Trotter says.
Another component of the strategy is conducting industry research that is credible and of use to the industry, this is being headed by Graeme Osborne, Tourism Auckland CEO with Wellington Convention Centre Manager Neville Brown steering the industry sustainability aspect.
CINZ will also target the North American and Asian incentive market and is looking into establishing two marketing roles in these countries to achieve it. An exploratory trip to the USA will take place in November and a trip to India will follow early next year.
Other key parts of the strategy include:
Strengthening the strategic working relationship
with Air New Zealand Tourism New Zealand .
Continuing to lobby for improved infrastructure in New Zealandto cater for growing C&I activity. This includes continuing to push for a new national convention centre in Auckland .
And further to the strategy Government funding of the CAP scheme – a fund to help Associations professionally bid for international Association conferences to come to New Zealand– has been increased. There is now $1.53 million available through to June 30 2011.
“This is fantastic because the CAPS scheme to date has resulted in some excellent medium through to large international Association conferences coming to New Zealand, and it just wouldn’t have happened without the CAP scheme resourcing.”