Tourism needs a rethink, says expert

BY NICK CHURCHOUSE

The tourism industry has its back against a wall and needs to question its core thinking to survive, a visiting expert says.

Strategic tourism consultancy Desti-Corp founder Anna Pollock said the traditional interpretation of seasonal travel trends was superficial and no longer worked.

In Wellington to speak at the inaugural tourism leaders forum at Te Papa yesterday, she said global tourism needed in-depth analysis.

Having worked in tourism for 30 years, Ms Pollock said the change the industry was facing was bigger than the economic downturn. It was more about a shift in philosophies than economic patterns.

"We are changing between two mindsets of how to exist and operate on this planet."

Tourism had evolved for 50 years on the premise of an industrial view that was no longer appropriate and had inherent flaws.

"One of those flaws is that there is a consistent downward pressure on prices," she said, noting that most tourism businesses had their "backs against the wall" and could not discount any further.

The issue was compounded because the industry lacked a community theme and shared message.

Tourism Industry Association chief executive Tim Cossar said a national tour of leadership workshops showed tourism operators were keenly engaged with the 100% Pure New Zealand brand.

"It really brought home to me how ownership of the brand by the tourism industry runs deep at both regional and national levels," he said.

"They really want to deliver on it," he said.

The message from the industry was that it had difficulty with younger "Gen Y" employees, and Mr Cossar said "mature staff" might make all the difference in delivering the service levels required.

But Ms Pollock said that was a doomed attitude for an industry with a future entwined with social media, mobile technology and cyber-connectivity.

"I plead with you to find a way to bridge that communication gap [with Gen Y]: they swim in those waters, they have knowledge you need to tap into."

Countries such as Finland were using their design capabilities to create a tourism experience which amplified the natural environment.

As the dated industrial viewpoint faded and a more social and community focused imperative replaced it, visitors were already looking for "transformative" experiences.

New Zealand had positioned itself well to deliver that, but not without some work.

Ms Pollock said exponential expectations of 100% Pure was a key issue, as tourists became more empowered and more connected.

"The standards are constantly moving up. You will be held under more scrutiny in the future. When you take the lead like that you have to bring the whole community along with you, and invest in the delivery.

"You can't just sit back and rely on Mt Cook."

TOURISM MUSTS: Stop using the word tourist. "It has a pejorative association." Establish national broadband connectivity. "It's about as basic a piece of infrastructure as a ferry." Break down barriers between tourism, foreign investment and imported talent. "They are all in the same business of making New Zealand a better place to connect to."

- © Fairfax NZ News