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Tourism Toolkit

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Tourism Toolkit Tourism Toolkit CONTENTS Tourism in Southland 2 Working within the tourism industry 4 Starting a business 6 Promoting your product in print 8 Promoting your product online 10 Promoting your business at the i-SITE 13 Working with media 15 How to write a media release 17 What is trade? 18 Working with trade 20 Delivering a quality experience 23 Glossary of tourism terms 25 [email protected] Tourism in Southland SOUTHLAND - A VISITOR DESTINATION The Southland region is comprised of multiple destinations, with the well-known Southern Scenic Route linking many of these places, plus additional inland destinations. The Southern Scenic Route officially starts in Dunedin and finishes in Queenstown. Destinations within Southland include: + Invercargill + Bluff + Stewart Island + The Catlins and Southern Southland + Gore and Eastern Southland + Riverton and Western Southland + Winton and Central Southland + Lumsden and Northern Southland + Te Anau and Fiordland As a region, Southland is well suited to New Zealand’s ideal traveller, having world class natural attractions (Fiordland) and emerging destinations that offer a chance to explore at a more relaxed pace (the Catlins, Stewart Island, Western Southland). Southern charm is growing in reputation and no other region in New Zealand recognises explicitly that its local residents offer a particular point of difference with southern hospitality. With the perceived hustle and bustle of other Southland also showcases New Zealand’s + Southern hospitality, popular destinations such as Queenstown, global position: + Wilderness on a large scale, Rotorua, Bay of Islands and the Abel + Outstanding natural scenery and wildlife + Cultural heritage, Tasman area, Southland offers unhurried, – Fiordland and Stewart Island are + Unhurried, non-crowded, timeless and relaxed experiences. unique in New Zealand, experiences. [email protected] 2 Tourism in Southland VISITORS TO SOUTHLAND business (20%) are also strong reasons (MBIE, New Zealand Regional Tourism + 70% of Southland visitors are domestic to visit. Education (1%) and other (5%) Estimates 2006 to 2011). and 30% international. 80% of Fiordland which includes events, are also reasons + In the year ending May 2014 Southland visitors are international and 20% to visit (MBIE, New Zealand Regional guest nights were approximately domestic (Regional Tourism Indicators Tourism Estimates 2006 to 2011). 365,000 and Fiordland guest nights were Ministry of Business, Innovation and + The vast majority of Fiordland visitors approximately 459,656 (Commercial Enterprise (MBIE) February 2014) are in the area to holiday (83%), and the Accommodation Monitor 2014) + The majority of Southland visitors are others are in Fiordland to visit friends For more details about this information in the region to holiday (41%), however and relatives (9%), because of business please contact Venture Southland. visiting friends and relatives (33%) and (5%), education (1%) or other (2%) Tourism Activity in Southland Tourism Activity in Fiordland 80000 80000 70000 70000 60000 60000 50000 50000 40000 40000 Transactions Transactions 30000 30000 20000 20000 10000 10000 9 9 8 8 Jul 11 Jul 11 Jul 13 Jul 13 Jul 12 Jul 12 Jul 10 Jul 10 Jul 14 Jul 14 Jan 11 Jan 11 Jul 0 Jul 0 Jul 0 Jul 0 Jan 13 Jan 13 Jan 12 Jan 12 Jan 10 Jan 10 Jan 14 Jan 14 Jan 09 Jan 09 Jan 08 Jan 08 International Southland Domestic Southland International Fiordland Domestic Fiordland International Fiordland INTERNATIONAL VISITORS International Market Mix - Southland, 2013 International Market Mix - Fiordland, 2013 The following graphs illustrate the top 5 international markets in Southland Australia 50% Australia 37% and Fiordland (source: Regional Tourism Rest of Rest of Europe 8% UK 16% Europe 6% indicators- MBIE February 2014) UK 15% Germany 9% Germany 13% USA 20% USA 26% DOMESTIC VISITORS Domestic Market Mix - Southland, 2013 Domestic Market Mix - Fiordland, 2013 The following graphs illustrate the top Otago 49% Otago 38% 5 domestic markets in Southland and Waikato 5% Fiordland (source: Regional Tourism Waikato 5% indicators- MBIE February 2014) All graph data sourced from – Wellington 9% Wellington 15% Canterbury 25% Canterbury 22% MBIE Regional Tourism Indicators 2014 Auckland 12% Auckland 20% VISITOR OPPORTUNITIES in general is developing the FIT market for the FIT, small group tour and special Fiordland attracts a mature group tour boosted by planned major attractions for interest markets, attracted by the coastal market with growing opportunities in the the region. Stewart Island has developing landscape and Catlins wildlife. Road Free Independent Traveller (FIT) market opportunities for FITs and small group tour improvements in the Catlins have improved in Te Anau and Manapouri. Southland markets based on Rakiura National Park. access significantly. The Catlins has developing opportunities [email protected] 3 Working within the tourism industry There are many different organisations for New Zealand’s quality assurance and conferences. involved in tourism in New Zealand. It accreditation and all New Zealand tourism Venture Southland also plays a leading role is important to understand who these businesses are entitled to apply for it. The in economic and community development: organisations are and how they can help process of gaining a Qualmark includes an + Working with other organisations you as an operator. Some of the key assessment and feedback from qualified to promote the positive aspects organisations are listed below. Qualmark assessors. of Southland, and identifying and NATIONAL ORGANISATIONS REGIONAL TOURISM facilitating the development of projects of regional significance, Tourism New Zealand is the Crown Entity ORGANISATION (RTO) + Proactively identifying and promoting responsible for marketing New Zealand Venture Southland is a joint initiative of opportunities for diversification, globally as a visitor destination. The the Invercargill City, Southland District and employment and business growth in 100% Pure brand is used as Tourism Gore District Councils, and is the agency Southland. New Zealand’s marketing internationally. responsible for the region’s economic, + Venture Southland Business Support tourism, promotion and community Ministry of Business, Innovation and team works with individuals, businesses, development initiatives. It promotes the Employment (MBIE) provides research clusters and industries to grow benefits of an integrated approach and and data relating to tourism within Southland. community organisations working together New Zealand. and leveraging support and resources. Destination Fiordland is the RTO The Tourism Industry Association (TIA) The economic, tourism, promotion and responsible for promoting Fiordland. is the national association that represents community development teams collaborate Based in Te Anau, they are partially tourism businesses. Representing both on many projects to maximise benefits. funded through Venture Southland and also through membership fees from local small and large tourism organisations, TIA Venture Southland is the Regional Tourism businesses. has over 1500 members nationwide. The Organisation (RTO) for Southland and organisation provides a range of benefits is responsible for promoting Southland MARKETING INITIATIVES for tourism businesses including support as an international and domestic visitor and development opportunities. Venture Southland and Destination destination and works closely with the local Fiordland are well recognised for their The Tourism Export Council of visitor industry, other regions, national and role in actively marketing and promoting New Zealand (TEC), formerly Inbound international partners. the region in a co-ordinated and strategic Tour Operators Council of New Zealand, Through its marketing and promotion of manner. Key activities undertaken include: is a large New Zealand tourism industry the region to visitors, Venture Southland + Promotional material association that is membership based contributes by: + Trade manuals and represents the New Zealand inbound + Promoting Southland to targeted + Industry newsletters tourism industry. It offers professional markets as a quality, authentic visitor + Attending trade and consumer events development, support and networking destination, opportunities for both inbound tour + Working with national bodies to gain + Assisting in destination management and operators and the companies that supply exposure for region industry development, them with products. The annual conference + Maximising domestic media exposure + Leading the Southland Brand and TEC meetings offer an opportunity through pitching to media and hosting development and promotion, to hear from many experts from across familarisations (famils) + Supporting events that reflect the tourism industry, including Tourism + Working with TNZ to increase Southland’s unique character and New Zealand representatives. international exposure through TNZ promote Southland as a destination to International Media Programme and Qualmark is the organisation responsible hold national and international events trade famils [email protected] 4 Working within the tourism industry + Campaign work productivity for profit + Working with national bodies to gain + Driving value through outstanding visitor exposure for region experience CHECKLIST + Liaising with the international travel + Growing sustainable air connectivity Have you considered: trade + Prioritising insight to drive and track
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