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


New Zealand tourism—world leaders and proud of it

21 April 2004 Media Statement

New Zealand tourism—world leaders and proud of it

New Zealand’s current reputation as one of the world’s most sought after tourism destinations is no accident. It’s the result of years of hard work, according to Minister of Tourism Mark Burton.

Speaking at the Pacific Asia Travel Association (PATA) Conference in Korea, Mark Burton said that the industry’s success is about far more than The Lord of the Rings.

“Right now, New Zealand’s name is synonymous with Middle Earth. But, no one event—no matter how huge—can form the basis of a truly successful tourism sector. It takes strong, cross-sector relationships and innovative, world-class marketing solutions.

“In 1999, the government began to work closely with the industry to develop the New Zealand Tourism Strategy 2010—a plan for building a sustainable tourism industry that strikes a balance between managing the impacts of tourism on our unique nation and maximising its obvious economic benefits.

“During this same period, Tourism New Zealand developed the multi-award winning 100% Pure New Zealand campaign and refined our target customer to maximise impact.

“With this work as our foundation, the New Zealand tourism industry remained robust in the face of such international events as the September 11 terrorist attacks, the Bali bombing, SARS, and the war in Iraq. Our strong partnerships with the sector allowed us to respond to these events in a collaborative and coordinated way—the same relationships that enabled us to act quickly and efficiently to leverage off The Lord of the Rings and, more recently, Whale Rider, to raise international awareness of New Zealand as a premiere destination.

“Our successes to date prove that New Zealand tourism is no ‘one trick pony.’ But if we are going to maintain our reputation as one of the world’s most sought-after, premiere destinations, we have to keep our focus on those things that make New Zealand unique, and be absolutely committed to quality at every level. We cannot be all things to all people, nor would we want to be.

“When we look at our tourism sector, what we find are innovators who have given us world-leading experiences. We have them in environmental tourism, in adventure tourism, in fine wine and food, in fashion, in culture—we have them at every level. They make me confident that our tourism sector can lead the world.

“Why would we settle for anything less?”


© Scoop Media

Parliament Headlines | Politics Headlines | Regional Headlines


Wellington: Predator Free Capital Plan

Wellington City Council (WCC), the Greater Wellington Regional Council (GWRC) and NEXT Foundation, today announced a joint collaboration to make Wellington the first Predator Free capital city in the world. More>>


Gordon Campbell: On Judith Collins’ Efforts At Self Correction

Thousands of prisoners currently in prison may be entitled to an earlier release than expected – and compensation – because Corrections has incorrectly calculated their term of imprisonment. Unless of course, the government buries its mistakes by changing the law and retro-actively getting itself off the hook… More>>


More Justice & Corrections

Sector Opposes Bill: Local Government Bill Timeframe Extended

The Minister of Local Government Peseta Sam Lotu-Iiga has asked the Select Committee to extend the report back date for the Local Government Act 2002 Amendment Bill (No 2). More>>


Breed Laws Don’t Work: Vets On New National Dog Control Plan

It is pleasing therefore to see Louise Upston Associate Minister for Local Government calling for a comprehensive solution... However, relying on breed specific laws to manage dog aggression will not work. More>>


Not Waiting On Select Committee: Green Party Releases Medically-Assisted Dying Policy

“Adults with a terminal illness should have the right to choose a medically assisted death,” Green Party health spokesperson Kevin Hague said. “The Green Party does not support extending assisted dying to people who aren't terminally ill because we can’t be confident that this won't further marginalise the lives of people with disabilities." More>>


General Election Review: Changes To Electoral Act Introduced

More effective systems in polling places and earlier counting of advanced votes are on their way through proposed changes to our electoral laws, Justice Minister Amy Adams says. More>>

Get More From Scoop



Search Scoop  
Powered by Vodafone
NZ independent news