TRENZ, New Zealand’s biggest international tourism business event returned to Ōtautahi Christchurch after 17 years. TRENZ 2023 ensured that New Zealand is ready and well-positioned on the world stage for tourism business. Rebecca Ingram, Chief Executive, Tourism Industry Aotearoa, in conversation with TTJ, provides insights into some thought-provoking perspectives on the New Zealand Tourism industry.
– Sonika Bohra
Tourism Industry Aotearoa (TIA) is the peak body for the tourism industry in Aotearoa New Zealand and has held this position for 70 years. TIA is presently deeply involved in discussions on recovery and what the future of tourism in New Zealand will look like.
Rebecca Ingram was appointed the Chief Executive at TIA in March 2022. Prior to this, she was with Tourism New Zealand (TNZ) for seven years, where she held various roles, including General Manager of New Zealand and Government Relations. About her current position, Rebecca says, “I feel an immense amount of privilege in being in this position, representing 1200 member organisations, from the very smallest tourism businesses to some of the largest listed companies, like Air New Zealand and Auckland Airport. 2022 has been extraordinary. When I took over the role, our borders were closed, then we rapidly opened them, and by August we were pretty much fully open.”
She adds, “The return of international visitors has made a difference to many New Zealanders. Tourism is connected to so many parts of New Zealand’s economy and communities. It has breathed life into their cities and regions and enables tourism businesses to step back on the front foot. However, the level of tourism recovery varies by region and business.”
Rebecca also reflected on the current state of play for tourism in New Zealand, and how things have changed since the pandemic. International visitor arrivals over the past few months in New Zealand are sitting at around 66 per cent of pre-COVID levels. The very strong initial recovery has plateaued, which is not unexpected. The key high-value holiday market has recovered more slowly, particularly the VFR and family group. Currently, there’s been a lot of emphasis on attracting high-value visitors. The initial revenge travel surge has probably subsided and so now they are competing for the high-quality visitors that so many destinations also want. “Hence, in this context, keeping New Zealand on top of mind globally is critical,” opines Rebecca.
While the overall recovery was encouraging, the recovery of tourism in New Zealand has not been similar in every region. “27 per cent of tourism respondents in our most recent survey say that their summer capacity was operating at more than 100 per cent of 2019 levels, with 22 per cent sitting at 76 to 90 per cent. Along with that, the Workforce recovery has been a challenge as our most recent survey reveals that 56 per cent of tourism business are still recruiting, but also signals that many businesses are altering their offering to fit their new workforce levels,” informs Rebecca.
Adding on, Rebecca mentions, “The future of tourism in New Zealand will not look like the past. The DNA of the industry is forever changed because of COVID, and it’s my view that New Zealand is uniquely well-positioned to deliver a new generation of tourism. Tourism for good, tourism with net positive impact.”
To foster regenerative tourism due to the changing traveller’s preferences, 30 new Destination Management Plans (DMP) have come up and have been implemented across New Zealand to cater to region-specific wishes and needs.
TIA also leads the implementation of the industry’s Tourism Sustainability Commitment, which aims to see every tourism business in New Zealand contributing positively to its people, environment, and economy. Rebecca also spoke about the ‘Share the Aroha of Tourism’ campaign, which aims to highlight a few sustainable stories to reignite pride in the tourism industry and celebrate what can easily go by completely unnoticed. “TIA’s work partnering with over 100 tourism businesses to take their sustainability commitments into action further reinforces my belief that we’re an industry embarking on transformation from the ground up,” reiterates Rebecca.
TIA delivers a comprehensive and diverse range of industry events, including TRENZ, New Zealand Tourism Awards, regional tourism events and the Tourism Summit Aotearoa. TRENZ came to Christchurch after 17 years and it has truly reclaimed its position on the global map as a must-visit, play, and stay destination. Christchurch now has really come back as a city with a wonderful spirit and energy, 11 years on from the devastating earthquakes. With its rich cultural heritage, stunning landscapes, and world-class hospitality, the city has reclaimed its place globally, beckoning travellers from far and wide to experience its many wonders.
Speaking about the importance and impact of TRENZ 2023, Rebecca says, “Tourism is a people’s business. The ability to come together and have conversations about what is different, what New Zealand offers, and how we can meet the needs of our buyers, clients and customers is really at the heart of what makes TRENZ important. Then there is the business that gets done at TRENZ and in the weeks following, which is material for the individual businesses, but also the communities in which they serve. And then there is the economic impact of the event itself for the host city that we are part of. Christchurch is estimating $2.5 million worth of economic impact for the city as a result of hosting TRENZ. So there are many layers of impact from an event like TRENZ, and so we are delighted to be hosting it here. It’s an important milestone for the industry and it will be momentum-building for tourism in New Zealand.”
TIA has the ambition, resources, and willingness to assist a greater number of visitors in exploring New Zealand. “New Zealand is an exceptionally unique destination. If you wish to embark on new and captivating experiences and indulge in scrumptious food, then this is the place to be. If you seek a vacation where you will stumble upon unexpected wonders, be awestruck by breathtaking views, then New Zealand is the perfect choice,” concludes Rebecca.
