For a long time we have championed with the "powers that be", the importance of not relying on a few markets and the importance of working with those markets which deliver the type of visitor which our long-term strategy says we need. The low-impact high net worth visitor. Emerging markets seem to be making headlines as one of the few areas people can point at progress and which delivers these clients (if one discounts China, that is). I am very happy to be seeing Trenz and others take credit for this step in the right direction. We would like to remind those people that we have been developing those markets with no support from New Zealand Inc for over 7 years. Russian oligarkhs and Brazilian millionaires don't just suddenly appear at Auckland Airport.
It is now time to look beyond Trenz (which is adequate as a feeding mechanism for 3-4 star DIY wholesalers) to actually supporting some of the excellent inbounders who are offering a higher quality New Zealand from a base in New Zealand, and who happen to be paying their taxes in New Zealand. I still find it hard to believe local inbounders were barred from attending Trenz for so long - where is the logic for that? More worryingly, what sort of mindset was behind that logic?
True quality agents sitting in their offices overseas are not looking for a kayak operator in Taupo. They are looking for someone who can deliver the entire raft of services which are demanded by experienced and increasingly sophisticated travellers. It's time for New Zealand Inc to start understanding the luxury market and start recognising this. Service delivery should not play second fiddle to production or tourism will go the same way as forestry.
2 Jun 09
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