Parliament

Gordon Campbell | Parliament TV | Parliament Today | Video | Questions Of the Day | Search

 

Burton Speech: Hawke’s Bay Wine Country Guide

Mark Burton Speech: Launch of Complete Guide to Hawke’s Bay Wine Country

Good evening. I am delighted to be here with you tonight in the beautiful Hawke’s Bay, to launch the Complete Guide to Hawke’s Bay Wine Country.

We launch this guide at a time when tourism in New Zealand is enjoying unprecedented publicity around the world.

Not only known as a scenic or adventure destination, New Zealand is also building a solid reputation as a sophisticated, diverse, year-round travel choice—an image reinforced by the Complete Guide.

The Complete Guide is an initiative that has been driven almost entirely by industry. Produced by the Hawke’s Bay Wine Country Tourism Association, using both private and public sector funding, this official guide to the region features three major sections: wine, art, and food.

In addition, it details attractions, heritage, gardens, and accommodation. The Guide has been designed for the tourism and corporate markets, to appeal to the discerning visitor with an interest in food, wine and lifestyle. I’m told that, in the future, the Guide may be supplemented by a family of brochures outlining wine, art and food trails.

This volume, which outlines in detail the many attractions the Hawke’s Bay has to offer, is an ideal illustration of why New Zealand’s international reputation as a highly desirable travel destination is growing by the day—we are thinking outside the square.

We pride ourselves on being innovators in this country, and I can’t think of a better example than New Zealand’s wine industry—the second most exciting industry in the country (not that I’m biased…).

Like tourism, if you mentioned New Zealand wine a decade ago, the international audience would have likely said “Wine from where?” Things have changed indeed.

Innovation is a cornerstone of the New Zealand wine industry. With Sauvignon Blanc, New Zealand winemakers turned established tradition on its head - now we are acknowledged as the best in the world with this variety. Now New Zealand’s winemakers have set their sights on another variety - Pinot Noir – and, from the reputational progress already made, I think we can expect similar results. Innovation doesn’t stop at different grape varieties. In the past two years, New Zealand’s winemakers have been at the forefront of a global revolution in packaging—challenging established tradition and thinking as we lead the world in the changeover to scewtop closures.

As a relatively new player in the world's wine industry, challenging the tried and true is not a step for the faint-hearted.

The winemakers I know are definitely not in this category - to a one they are passionate, incredibly hard working, and doggedly determined.

Those characteristics are the ones that have taken New Zealand wine exports from just $18.4 million in 1990 to over $280 million today. And those same characteristics are the ones that will see wine exports triple over the next four or so years.

So, too, has the tourism industry virtually exploded onto the international scene. Aided by the unprecedented media coverage we have received over the past few years, New Zealand is now seen as a premiere destination by key markets such as the UK, US, and Japan, to name but a few.

In order to maximise the opportunities our high profile brings to the whole sector, Tourism New Zealand has invested considerable efforts to identify New Zealand’s “ideal visitor”—the kind of traveller that we can best satisfy, and who will in return sustain our culture, engage with our environments, and provide high-yield economic benefits.

We call this guest the “Interactive Traveller.”

Drawn to our landscape and natural beauty, interactive travellers also place significant value on interacting with our people, our culture, and our environment. These high-yield, high-value travellers regularly visit international destinations and consume a wide range of tourism products. But such visitors are discerning, with an ever-increasing emphasis on such elements as fine food, fine wine, and high quality accommodation. Their demands are increasingly sophisticated, and it is crucial that businesses across the sector provide them.

What better way to satisfy these high-value, high-yield travellers than offering them a complete guide to these very products—a perfect synergy between the wine and tourism sectors—all of which are available to them right here in one of New Zealand’s premier food, wine and lifestyle destinations.

These attributes informed my choice of Hawke’s Bay as one of five regions to participate in a cultural tourism development programme—a partnership between the government and the sector, aimed at enhancing the quality of cultural tourism product available, and increasing visitor demand for that product. Like the four other regions that have been selected, Hawke’s Bay is already well established as a cultural destination in the minds of New Zealanders. Through this programme, the government will provide support to Hawke’s Bay that will help build this same reputation in the minds of our international visitors.

Tourism New Zealand will also be co-ordinating a promotional programme to increase the awareness of cultural tourism products within the selected regions.

Clearly, the Hawke’s Bay is well placed to maximise the benefits tourism has to offer. I understand that last year, visitor nights in the Hawke’s Bay Region reached 3.5 million. Recent research by the Tourism Research Council shows that the Hawke’s Bay can expect a 20 percent increase in visitor nights to 2009.

You can also look forward to growth of almost 50 percent in international visitor nights in that same period.

But, more importantly, international travellers are expected to drive the majority of growth in visitor expenditure, increasing their spend by 85% over the forecast period.

Ongoing partnership with both central and local government will undoubtedly be a key part of translating ideas into effective strategies to promote your region. In addition, RTOs play a key leadership role in promoting their region as a visitor destination, as well as acting as a bridge between tourism operators, national tourism bodies, and government.

The work of Hamish Lowry and his team at Hawke’s Bay Tourism is essential in implementing effective promotion campaigns and working with other tourism industry stakeholders to promote the area. You have an advantage over many other regions in that there are some extremely strong partnerships already established in Hawke’s Bay.

I would like to acknowledge the initiative that the Hawke’s Bay Wine Country Tourism Association has shown in developing the guide that we’re here to launch this evening.

I’m impressed with the fact that it was largely industry driven and I‘d like to thank Jeanette Kelly and Jeff Worsnop for their individual efforts.

I am delighted that the RTO, local government and industry are working together so closely in Hawke’s Bay and trust that the partnerships that have been formed now will continue to go from strength to strength.

I wish you every success for the launch of the Complete Guide to Hawke’s Bay Wine Country.

© Scoop Media

 
 
 
Parliament Headlines | Politics Headlines | Regional Headlines

Let It Go: MP Pay To Be Frozen

The Government is freezing MP salaries and allowances for a year while developing a fairer formula for future pay increases.

The Remuneration Authority is due to make a decision on MP pay shortly.

“Today Cabinet agreed to freeze MP Pay till July 2019, and to reassess the funding formula used by the Authority to ensure it is fair and in keeping with this Government’s expectations and values,” Prime Minister Jacinda Ardern said. More>>

 

Cop Shop Top-Up: 1800 New Police Through NZ

Police Commissioner Mike Bush has today confirmed further details around the allocation of the 1800 additional officers, following a $298.8 million increase for Police in Budget 2018... “These 1800 officers, alongside 485 support staff, will really enhance our work to keep people safe, and ensure they feel safe,” says Mr Bush. More>>

ALSO:

Human Right Commissions: Concern On Aged Care And Consent

A new report published by the Human Rights Commission raises concerns about the legal and human rights safeguards for an estimated 5000 elderly New Zealanders in secure dementia units and psychogeriatric facilities. More>>

ALSO:

Justice Reform: Andrew Little Interviewed By Corin Dann

“We’ve had thirty years of the auction of more penalties, more crime, more people in prison but it‘s not working, it’s not making us safe.” More>>

ALSO:

Greens AGM: Leadership Stands Firm On Waka Jumping Bill

The Green Party leadership have dug in their heels and will not be reversing any of the decisions they have made in government. Former MPs Jeanette Fitzsimons and Sue Bradford had hoped the caucus might be persuaded this weekend to pull its support from the waka jumping bill. More>>

ALSO:

TOP Still Going, Actually: New Leader For Opportunities Party

New leader Geoff Simmons' aim as the leader of TOP is to take the party into Parliament at the next election where it can advocate and implement progressive reform in areas including fair taxation, cannabis legalisation, affordable housing, and environmental protection. More>>

ALSO:

Gordon Campbell: On Another Reason To Loathe HR Departments (And On The Teachers Strike)

This morning’s news item about Police emergency call centre staff turning up for work while they’re sick – because they’re afraid their sick leave statistics will be used against them, and their jobs put in jeopardy – is not an isolated case... More>>

MPs' Computers To Be Searched: Inquiry Into Leak On Simon Bridges' Expenses

An inquiry has been launched to find out who leaked the National Party's expenses to the media... Parliament's speaker, Trevor Mallard, said a Queen's Counsel would lead the inquiry with the help of an employment lawyer and also someone with forensic IT skills. More>>

ALSO:

Teachers Strike: Nationwide Rallies And Marches

Teachers and principals voted for a full day strike to be held on 15 August to send a strong message to the Government that the current collective agreement offers from the Ministry of Education would not fix the crisis in teaching. More>>

ALSO:

 
 
 
 
 

LATEST HEADLINES

  • PARLIAMENT
  • POLITICS
  • REGIONAL
 
 

Featured InfoPages