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.
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
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50000 50000
40000 40000 Transactions Transactions 30000 30000
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10000 10000 9 9 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 8 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
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
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 ++ Domestic marketing campaigns to create progress 1. Joining the TIANZ awareness around Southland ++ Targeting opportunities that provide the 2. Meeting with Venture Southland ++ Support and leverage off local events most value. Tourism and Destination Fiordland through smaller marketing campaigns Southland Tourism aligns plans and actions 3. Discussing your business with the ++ Online presence and awareness through to the Tourism 2025 framework. For details Invercargill and Fiordland i-SITE social media drive and other digital on the Tourism 2025 including how tourism intiatives operators can play a part, see the Tourism Handy Links ++ Joint initiatives that gain maximum 2025 website. exposure for the region, such as the ++ Tourism New Zealand Corporate Site – Southern Scenic Route (SSR) and the i-SITE Visitor Centres www.tourismnewzealand.com International Marketing Alliance (IMA) i-SITE’s are New Zealand’s official Visitor ++ Tourism New Zealand Visitor Site – Destination Fiordland and Venture Information Network, with over 80 centres www.newzealand.com Southland Tourism are also involved to nationwide. Southland has one i-SITE ++ Tourism Industry Assocation New Zealand varying degrees in assisting with product in Invercargill, located in the Southland (TIANZ) – www.tianz.org.nz development, and developing strong Museum & Art Gallery. Fiordland i-SITE ++ Tourism Export Council of New Zealand – is located in Te Anau Township. i-SITEs relationships with other stakeholders. www.tourismexportcouncil.org.nz provide up-to-date information to local, Venture Southland works with other national and international visitors on ++ Venture Southland Tourism – RTO’s - Clutha Catlins, Tourism Dunedin Southland and Fiordland and provide www.southlandnz.com and Tourism Waitaki as an IMA. Working a booking service for attractions, ++ Venture Southland Corporate Site – collectively, the RTO’s market the accommodation and transport. A range www.venturesouthland.co.nz regions together at Tourism New Zealand of merchandise is also available. If you international trade and media initiatives. ++ Destination Fiordland – www.fiordland.org.nz are interested in the Invercargill i-SITE ++ NZ Visitor Information Centres (i-SITEs) – displaying your brochure and selling your Tourism 2025 www.tourismnewzealand.com/developing- product please see section Promoting your Tourism 2025 Growing Value Together/ your-tourism-business/i-site-new-zealand business at the i-SITE. Whakatipu Uara Ngatahi is the national ++ Tourism Trade Publications – Tourism framework for the New Zealand’s tourism Local Promotional Business www.tourismbusinessmag.co.nz industry. The main objective is to see Organisations and Inside Tourism www.insidetourism.com the tourism sector’s contribution to There are a number of promotions groups ++ Catlins Coast – www.catlins.org.nz the New Zealand economy contribution and entities who play a role in promoting increase from $24 billion to $41 billion by ++ Stewart Island Promotions – the region. For more information and 2025. www.stewartisland.co.nz contact details for these groups please ++ Bluff Promotions – www.bluff.co.nz This will be achieved through improving the contact Venture Southland competitiveness of the industry through the following five themes: ++ Improve profit through increased
5 Starting a business
Starting a business can be a daunting to help you with this process, including a task. It pays to do as much planning up business plan template on front to ensure you have thought through business.govt.nz. Venture Southland’s the essentials of how to make your idea business team can assist with peer become a success in reality. A good reviewing your business plan. business plan will give you credibility with Handy Links banks and lenders, focus your ideas, give Existing Business ++ Tourism New Zealand – you an accurate idea of costs, and a road Once you are up and running, there are a www.tourismnewzealand.com/ map for achieving your vision. range of other support services available. developing-your-tourism-business A key initiative for business growth is the A key part of business planning is research. ++ New Zealand Trade and Enterprise – Regional Business Partner Network, funded You need to be sure that your business idea www.business.govt.nz is something consumers are willing to buy by New Zealand Trade and Enterprise ++ Starting a Business – and that it can create the sort of income (NZTE) and the Ministry of Business www.business.govt.nz/starting-and- you need to live with or profit margins you Innovation and Employment (MBIE). Venture Southland is the Regional Business stopping/entering-a-business/starting-a- want to generate. To be sure of this it is business/starting-a-business best to undertake some market research, Partner for Southland and can assist your and use that to point you on the right track business in a number of ways including: ++ Business plan template – www.business.govt.nz/starting-and- to targeting the right customers. ++ Training and Mentoring stopping/entering-a-business/before- Some key points to consider are the ++ Investment and Funding for Research you-start-a-business/free-business-plan- resources required and your ability to and Development projects template access these, the vested stakeholders who ++ Referrals to other support services ++ Writing a Business Plan – may collaborate or oppose your business, In addition, the tourism team at Venture www.nzte.govt.nz/en/export/starting- and potential future customers and their Southland are able to provide some to-export/research-and-planning/your- demand for bussinesses such as yours. great resources and information, ranging export-business-plan Find the Starting a Business guide from from information about the tourism ++ Venture Southland Business Support – New Zealand Trade and Enterprise industry to how to market your business www.venturesouthland.co.nz/Economic- (NZTE). Locally, the Inland Revenue also internationally. Development/Business-Support run free business workshops to help people ++ Quick Start Business Tool – understand their tax responsibilities. www.business.govt.nz/starting- and-stopping/entering-a-business/ Venture Southland has a Business Support before-you-start-a-business/quick-start- team dedicated to meeting one-to-one business-plan-tool to discuss your ideas in confidence. They will help you identify the next steps and support available to help with your business planning – for new and existing businesses. Writing a Business Plan A business plan can help you identify areas of potential growth in your business and start to determine how to achieve this. There are plenty of resources available
6 Starting a business
Marketing Plan ++ Who you are going to work with in the industry Key to any business, is the defining of ++ How you will stay aware of what is how you are going to deliver value (and happening in the market hence satisfaction) to your particular ++ What budget you have for marketing customers. Fundamental to this definition ++ Establishing some measures of success is the creation of your marketing plan. This Checklist outlines what you are trying to achieve, ++ All these help making decisions for the Have you considered: assesses the current environment you are marketing of your business, which as a in to identify your strengths, weaknesses, road map keeps you on track to achieve 1. Market research? opportunities and threats, so you can your goals. 2. A business plan? start to define specific strategies for your Marketing can be very hit and miss, and 3. A marketing plan? business. very expensive, so it really important to take 4. Contacting the Venture Southland the time to plan your “attack”, to get ensure These strategies include: business support team? that your marketing is an investment in ++ Identifying what problem your business customer growth, rather than just another solves and why it is better than other expense. businesses at doing this Handy Links Please contact the Venture Southland ++ How you are going to deliver quality and Enterprise Team to discuss starting a ++ Planning for Success document – consistently build on this business: www.nzte.govt.nz/media/352395/ ++ Who your target customers are planning-for-success.pdf Warrick Low ++ What prices you will charge ++ Working with Trade – Tourism Development Co-ordinator ++ What messages you communicate and www.tourismnewzealand.com/ [email protected] through what channels developing-your-tourism-business/ 03 211 1801 ++ How your customers will connect with working-with-the-trade your business ++ Marketing Guide – www.tourismnewzealand.com/ media/904807/trade_marketing_guide_ pdf_feb_2013.pdf
7 Promoting your product in print
Visitors search for information in a wide ++ Tariffs or tours prices - this section ++ Direct mail to former and potential variety of ways when thinking about should include discounts for pensioners, customers, related government and planning their travels. This makes students, etc. and list what is and is not departments and travel media it important for you to diversify your included in the price ++ Appropriate travel shows, caravan and marketing budget so that you can utilise A map is useful, particularly if you are camping shows, specialist markets i.e. the selection of communication tools that intending to promote your product outside farmers markets your target market are most likely to use. of Southland and South Island region. ++ Handouts at seminars, conferences and The following sections cover an assortment Short to the point sentences are the most official functions of diverse marketing and communication suitable. Remember to take into account If you think that printing and distributing tools that are available to you when that English may not be your customer’s your own brochure is a good fit for your promoting your product. Take the time to primary language. It is also very important business, please see the checklist on the think about each and whether (or not) it to consider the lifespan of your brochure as following page for things you need to think may be a great way to reach your target reprinting can be expensive if you want to about. market. update your details or product and any out of date brochures will need to be removed Printed Material from the public domain. Queenstown Fiordland & A wide range of printed marketing tools are Brochure Distribution Stewart Island available to help promote your product. Real Journeys Activity Guide Deciding which are the best fit for you and The impact of your brochure will be your product will help target the potential dependent on how effectively you Get up close and markets most suited to your experience. distribute it. You need to consider who you personal with nature want to distribute your brochure to and Your own printed brochure have a system in place to update stocks when required. You will also need to decide Brochures are an important means of on how much of your marketing budget conveying your image and message to you want to spend on distribution - free potential customers. Brochures need to be displays are great, but if your target market easy to read with an eye-catching heading Experience does not frequent these places then it is the best of Southern and image, and a simple message. New Zealand with us not going to return any of the investment www.realjourneys.co.nz Your brochure size should be consistent you have put into producing the brochure. with other brochures available. These are Potential distribution opportunities include: usually either A4 in size (210mm x 297mm) or DL (210mm x 100mm). Both of these fit ++ Visitor Centres - contact the Invercargill standard size envelopes. i-SITE on (03) 211 0895 or email visit@ What your brochure should include: southlandnz.com to discuss how to get your brochure in information centres ++ Tour details - the number of days, throughout New Zealand departure dates, departure or pick-up ++ Through Jasons brochure distribution points, start and finish times stands in accommodation and attraction ++ Booking conditions providers throughout New Zealand ++ Contact details for bookings (phone/fax ++ Availability at transport terminals numbers, email and web addresses) including airport, rail and coach ++ Validity dates of the brochure operations
8 Promoting your product in print
The Southland & Fiordland As this is the official guide for Southland Visitor Guide and Fiordland this is the brochure we give to visiting media, travel trade companies, and other delegates to promote the region. Promoting Southland and Fiordland together in the visitor guide provides Checklist benefits including a coordinated approach Things to consider : to marketing the region and practical 1. What do you want your brochure to do? benefits including double brochure space 2. Who is the brochure aimed at? in i-SITES. 3. What size/style should it be? Advertising 4. What is your budget? Even the most appealing product requires 5. How many do I need? some form of promotion to maximise sales. 6. Where will you distribute your Advertising can help raise awareness of a brochure? product and create an appealing product image. If you are approached to advertise in a consumer publication there are a few things Handy Links to consider before making your decision: ++ Invercargill i-SITE – www.invercargillnz.com/ ++ Who does the advertising medium target, Contact.aspx As the RTO of Southland, Venture and does that match your business’s ++ Jasons – www.jasons.co.nz/brochure- Southland produces an annual Visitor target audience? distribution-visitorpoint Guide in conjunction with the Fiordland ++ Who does the advertising medium ++ Airport space Interspace – www.iaateam.com region. actually reach – what is the circulation ++ A to Z Publications (Southland and Fiordland A wide range of advertising options are (number produced) and the readership Visitor Guide) – www.atoz-nz.com available within this official guide for (number of people who actually read it) Southland. If you would like to be included of the publication? please email A to Z Publications – the ++ Who else in Southland is supporting the brochure is put together during the winter publication? months each year. ++ Is there any editorial content about Southland in the publication/edition? We promote this guide locally, nationally and internationally through the following With advertising there are always more channels: opportunities than budget. Take time to think about where best to allocate your ++ All i-SITEs in New Zealand spend. ++ Jasons brochure stands throughout Southland, Fiordland, Otago, and Canterbury ++ The Invercargill Airport ++ Stocklink brochure distribution (supplies brochures to the travel industry, travel agents etc)
9 Promoting your product online
Online marketing is becoming an worth remembering that not all customers southlandnz.com increasingly important research tool for are on broadband, so things like elaborate A great way to promote your business travellers, the travel trade and traveling ‘Flash’ homepages and automatic video is by placing a free listing on Venture professionals. Today having a presence players may steer them away from your Southland’s tourism website. on the internet is not only useful, it is site. essential. Get in touch with Venture Southland to As with your brochure, it is all well and be sent a listing form with the information good to have this amazing website but it Your own website needed for a listing. If at any time you is of no use if it is not reaching your target When developing your own website you would like to make a change, update market. It is important that your site is should note that there will be both upfront content, or remove your listing we are easily found online so that you are able to costs and ongoing costs. As well as the happy to do this for you. maximize your exposure. Search engine design and development costs you will optimisation (SEO) is to a website what Visit www.southlandnz.com to check out need to purchase a domain name or URL wheels are to a car. 97% of searches start the current listings and to get ideas of the (uniform resource locator – the web site’s with a search engine. You can do a lot kind of content you would like to include address). to improve the chances of your website in yours. You will need to pay a web hosting being high on these lists when web users company a monthly/annual fee to keep search for specific terms – this is known newzealand.com your website online. Depending on your as search engine optimisation. Generally Tourism New Zealand’s consumer website, IT skills, you may also need to budget for speaking, search engines look for sites newzealand.com is used to market ongoing maintenance and also software that are updated regularly, have many New Zealand to potential travellers. It to manage your website, though this links to them, and that link to many other is a key planning tool for travellers and may come with the site development as a sites. SEO is not a one-off but a continuous connects them with travel sellers - in turn Content Management System. process. Make sure you put a plan in place helping operators grow their tourism business. If you decide to take bookings through to manage what needs to be done for your your website, it will be vital that you have business to continuously appear on page If you would like to list your business on a ‘secure server certificate’. This protects one of search engine rankings. Links to key newzealand.com, please go to your customer’s credit card details when sites will help increase your business SEO. register.newzealand.com. Or you can email the team at [email protected] they make bookings through your site. The Sites to look at linking to designer or web developer you choose to include: Information on search engine and search work with should be able to organise this ++ Southlandnz.com – This is the regional engine optimisation is available online. for you. website used by Venture Southland to There are also companies who are able to As with your brochure, it is important that promote Southland. manage SEO on your behalf at a fee. the website’s general look and feel is ++ Newzealand.com – Tourism New Zealand Social Media kept alive in terms of visual appearance, gives operators the opportunity to list In recent years online marketing has been tone and most importantly content. The their site on the official New Zealand taken to a new level with the explosion layout should be logically ordered from the website of social media channels. It is crucial to viewer’s point of view – check out other ++ Qualmark – if you are a member you are have and follow a plan to engage in social operators websites to see what already able to list your business works. marketing. If you don’t want to start ++ TIANZ – if you are a member you are able creating your own social media content, we As with all marketing, images are a major to list your business recommend you at least monitor what is selling point on your website. It is also being said about you online.
10 Promoting your product online
Name URL Medium Twitter is a popular social networking site where registered users can post short Facebook www.facebook.com Text, images, video messages (known as tweets) as well as photos, videos, and links. These short Twitter www.twitter.com 140 character text and images messages are posted on your Twitter profile and are visible to anyone including Google + www.plus.google.com Text, images, video search engines. YouTube www.youtube.com Videos Twitter offers many advantages such as: ++ Allowing you to tweet in a matter of TripAdvisor www.tripadvisor.com Text reviews and related images seconds for free Flickr www.flickr.com Images ++ Being able to configure your tweets to be automatically posted on other social Pinterest www.pinterest.com Images networks such as Facebook ++ News media use Twitter to search Instagram www.instagram.com Images for new stories and encourage public feedback As social media networks come in different Pages. After you have set up your page, and ++ Twitter can be used to gather intelligence shapes and forms, a one size fits all have kept it updated with relevant content, on specific topics strategy is not the best approach. Below there are a number of ways to encourage If you feel Twitter is a great platform is a brief overview of some of the more people to like it: for your business then a great way to powerful social media networks. ++ Utilise other social networks (e.g. get involved, while also managing all Twitter) to share relevant Facebook posts of the content generated is by utilising Facebook ++ Ask Facebook Friends for their support Tweetdeck. This is a good way to keep your ++ Pay Facebook to promote your posts account updated, monitor feedback, and ++ Encourage your fans to subscribe to your search for leads. page to show in their News Feeds (they’ll need to click on the ‘Show in News Feed’ Online Reputation button) Management ++ Interact with the Southland, New Zealand The web has evolved into a giant social Facebook page. community where people can interact and exchange ideas. Just as they would do with Twitter friends in an offline environment, online users ask peers for advice and trust users Facebook provides more than they trust advertisements. your business with a presence on Online communities such as Trip Advisor a platform where there is a large potential feature millions of traveller reviews of audience instantly at no cost. Facebook cities, hotels, hostels, restaurants, and users can add their personal profile, follow attractions. These reviews can be found friends, share links as well as publish by search engines when customers search images and videos. The central updating for your businesses and therefore staying facility in Facebook is its ‘Newsfeed’ which passive is not an option. continually updates posts from Friends and
11 Promoting your product online
The benefits of managing, monitoring and engaging in online reputation management include: ++ You are aware about what is being said online about your business ++ It proves to your potential customer Checklist you care about your business and that Have you considered: you want them to have a pleasurable experience 1. Having your own website ++ If time permits you can respond to every 2. Listing on southlandnz.com review, however, you absolutely need 3. Listing on newzealand.com to respond to all the negative reviews. 4. Assessing what social media channels If you have received a negative review are right for your business (even if it was not justified) the best approach is to respond to the review and to encourage your past guests to leave positive reviews to move the negative Handy LinkS one off page one. ++ Southland Tourism – www.southlandnz.com ++ Venture Southland Tourism – www.southlandnz.com/visit/media-and-trade ++ Southland Facebook page - www.facebook. com/NZSouthland ++ Southland Twitter page - www.twitter.com/ Southland_NZ ++ Tourism New Zealand – www.newzealand.com ++ Tweetdeck – www.tweetdeck.com ++ Trip Advisor – www.tripadvisor.com ++ Facebook - www.facebook.com ++ Twitter - www.twitter.com ++ Google - www.plus.google.com ++ YouTube - www.youtube.com ++ Flickr - www.flickr.com ++ Pinterest - www.pinterest.com ++ Instagram - www.instagram.com
12 Promoting your business at the i-SITE
i-SITE Visitor Information Centre’s Invercargill i-SITE These advertising options at the offer both visitors and locals impartial Advertising Invercargill i-SITE are available for the information and booking service for The Invercargill i-SITE is located in the following prices: accommodation and activities both in the Southland Museum & Art Gallery and offers Local Out of Region region and beyond. I-Site’s are uniquely the opportunity to display brochures, placed to help promote an operator’s posters and DVDs. DLE Brochure Display business as many visitors look to the i-SITE for advice on the area. Invercargill i-SITE Brochure and poster display $115 per annum $172.50 per annum is located in the Southland Museum & Art Brochures are displayed in DLE sized Gallery and offers a variety of ways to help Light Box Perspex brochure holders in regional promote your business. sections around the i-SITE. There are also $420 per annum $420 per annum several A4 Light box displays located on Light Box our consultants counter tops which can hold 3 x A4 displays in each. A number of A1 $35 per month $35 per month Poster displays are also located at the front of the counters. A1 Poster Display
DVD display $230 per annum $230 per annum The Invercargill i-SITE also has two DVD Plasma Display 42” Plasma TVs behind the counters $115 per annum $115 per annum which constantly play tourism operator promotional DVDs during opening hours (a *Current prices as of July 2014. Prices may change – maximum of 5 minutes per advertisement). please check with the i-SITE
13 Promoting your business at the i-SITE
Annual i-SITE staff The i-SITEs in the Southland and Fiordland familiarisation region are: In addition to the display options, the Invercargill i-SITE Invercargill i-SITE offers operators the 108 Gala Street, Invercargill opportunity to be part of the annual i-SITE Tel: 03 211 0895 Checklist familiarisation (famil) trip. Each year a Fax: 03 218 4415 group of front line i-SITE staff from around Email: [email protected] Have you considered: the country are invited to Southland to 1. Hosting the local i-SITE staff to see your Fiordland i-SITE Visitor Centre show them the best Southland has to offer. product Lakefront Drive, Te Anau By participating in the famil it gives i-SITE Tel: 03 249 8900 2. Selling your product through the i-SITE representatives a better understanding of Fax: 03 249 7022 3. Advertising at the local i-SITE the products available in Southland and Email: [email protected] be able to ‘sell’ products with first-hand experience. Other Visitor Information The Invercargill i-SITE staff regularly visit Centres Handy LinkS local operators and encourage them to host In addition to the official i-SITE information ++ New Zealand i-SITEs – staff so they are fully informed about your centres, there are visitor information www.tourismnewzealand.com/developing- business and can describe it accurately. It centres located around Southland and your-tourism-business/i-site-new-zealand/ is also a good idea when you are setting up Fiordland that provide information to to invite the i-SITE staff along to experience visitors. These centres are situated in your product. Once again, this helps i-SITE towns and rural areas and may display staff to sell your product to the visitor. tourism business brochures. The i-SITE provides a booking service where full payment is taken and customers are issued a voucher. After the customer has departed, the tourism business then invoices the i-SITE for the cost of the accommodation or activity, less the i-SITE 10% commission.
14 Working with media
Print media is an excellent platform in Media Programme. We also recommend ++ Always showcase your passion and which to promote your business. Articles/ you take time to discuss opportunities enthusiasm for your business and be stories (editorial) are commonly seen by with like-minded businesses, as there may positive. many as more objective and credible than be an opportunity to package the story advertising. In comparison with advertising opportunity, therefore, enhancing the Venture Southland and other promotion means, editorial media experience within the region. Independent Media content can also allow for a greater level Programme Research appropriate media channels. This of detail and information on your business. To support Southland regional promotion, is important as editorial content can be Editorial can market your business with Venture Southland manages an difficult to secure. Venture Southland can limited investment (if are involved) Independent Media Programme with the famils assist with this and there is also a great or advertising spend. primary focus of securing domestic media deal of information on the internet and coverage for Southland. 70% of all visitors It is important to note, that when you work most public libraries carry media guides. to Southland are domestic; therefore, with media, editorial content can never To ensure the best fit for your publication, we have placed a strong emphasis on be guaranteed and you have little control it is very important that you understand the promotion within New Zealand. around what is written. It is for these agenda and audience of your chosen media reasons, it is important to present yourself outlet. To allow the most reach, national and your business in the best light possible publications are the primary focus as well Once you have established a relationship and convey appropriate messaging. These as those that fall under the regional areas with media it is crucial that your business key messages need to be reflective of those in which we see the most visitors from i.e. works hard to maintain and develop those developed within your brand and marketing Otago, Canterbury and Auckland. relationships where possible. Businesses strategy. Aim to have regular and constant should be proactive in arranging regular As part of this programme, Venture media coverage that reflects the key updates and meetings. Southland coordinates a number of messages of your business. familiarisation (famils) tours throughout Take time to consider and think about the Quick suggestions for working the year. Local operators are invited to media angles you have. Media is looking with media: take part in these opportunities where for news (refer to the section ‘How to ++ Have a media kit ready which includes possible. The aim of these editorial pieces write a Media Release’) for help defining an A4 sheet on key business facts and is to promote both the operator and region news, new product or quirky angles. If you figures, any relevant media releases, key by showcasing the best of what we have to do not have new product or promotional story angles, brochure information, high offer. If you would like to take part in these information, you need to find unique and resolution images and contact details. opportunities, please get in contact with fresh ways to present the facts about your Most media now prefer this information Venture Southland. company. to be loaded onto a USB stick. The media programme allows Venture Think about the types of media you ++ Prepare yourself as much as possible for Southland to send regular updates with would like to approach? Would you like interviews and famil opportunities. In Southland news to national media that is your audience to be local, national or some cases media will provide a list of on our contact list. We ask all operators to international? International and national questions before the interview. Before a continually share their news with us, so we publications may require support for famil, it is worth contacting the relevant can relay this information onto these media travel to the region; if this is the case parties to ensure they have all the contacts. Please ensure we are on all of we recommend you speak with Venture information they need. your local distribution lists. Southland to learn more about their ++ Look after media! Work hard to Independent Media Programme and ensure they have a great time on your Tourism New Zealand’s International experience.
15 Working with media
Tourism New Zealand International Media Programme (IMP) Tourism New Zealand’s IMP supports international media interest in New Zealand, providing assistance and Checklist planning itineraries while international Take time to consider: media are visiting New Zealand. 1. What media angles does your Together with Venture Southland, the IMP business has? (If you are having team organises everything from interview difficulty working out media angles, subjects to special arrangements for catch up with the Venture Southland television crews and photographers. Tourism team). The Tourism New Zealand Media website 2. Think about the types of media you is for international media interested in would like to approach - is your focus New Zealand. If you have an interesting local, national or international? story angle that could attract international 3. Research potential media channels media, please contact Venture Southland or to ensure the best fit for your send directly to Tourism New Zealand. business i.e. luxury accommodation would work best with higher end publications, not one focussed at backpackers 4. Develop a media kit for your business – this should include an A4 sheet on key business facts and figures, any relevant media releases, key story angles, brochure information, high resolution images and contact details – please provide via USB stick 5. Aim to have constant and regular media coverage that reflects the key messages of your brand
Handy LinkS ++ Tourism New Zealand’s Media Website – www.newzealand.com/travel/media ++ Venture Southland Tourism – www.southlandnz.com/Visit/media-and-trade
16 Writing a media release
First, make sure you have all the When writing media releases information you need – no point starting include: writing without all the information. ++ Your business logo ++ The words “Media Release” Ask yourself the 6 basic questions: Handy Links who, what, where, when, how and ++ Date why. ++ Title (what the release is about) ++ Improving your web writing – ++ Why it is important/why is it happening/ www.ijnet.org/stories/how-improve-your- Then start ordering the information – most why people should register/enter/vote writing-internet important to least important, but make etc. ++ Social media – sure the first sentence catches the reader’s ++ Who it is for, e.g: The domestic www.nzte.govt.nz/en/news-and-media/ attention. marketing campaign is targeted at blogs-and-commentary/2013/11/12/10-tips- The first sentence of the release must state people in Auckland and Canterbury. to-help-your-brand-thrive-on-social-media the topic and give an indication of the news ++ Where the event is happening/where ++ Writing a media release – angle: people can go to register or find out more www.write.co.nz/Resources/Writing+tips A domestic marketing campaign aimed information at getting visitors from Auckland and ++ When the event is taking place (time and Canterbury to Southland will launch this date)/when the campaign begins and Thursday (1 November). ends ++ How people can get involved/register Simple and effective, but it is a little boring. ++ Quotes from a relevant source Jafas and one-eyed Cantabs are the target ++ Any necessary background information of a new tourism campaign to attract ++ Photo/interview opportunities Aucklanders and Cantabrians to Southland. ++ Sending an image is a good idea, but It’s a bit cheeky and some people might remember news pictures have people in find it offensive – it’s important to think them! (Also include names in a caption about your audience and how humour will for the picture). play with them – consider what tone is appropriate. Media releases must have a news angle – the more interesting the more likely it will be picked up by a news organisation. Quirky and unusual is good.
17 What is trade?
Tourism is one of New Zealand’s largest Inbound Tour Operators Retail Travel Agents export industries, earning $9.8 billion or Inbound tour operators (IBOs) are These agents sell directly to the public. 16.1% of New Zealand’s foreign exchange New Zealand based tourism specialists They will either deal with operators directly earnings in the year ended March 2013 responsible for providing information to (especially for short-break holidays) or sell and directly and indirectly employs nearly international wholesalers. They can be products out of a wholesale brochure. As 9% of total employment in New Zealand a good solution for operators who want consumers become confident with booking (Source: www.tianz.org.nz). Consequently to take their product offshore without travel online, travel agents may lose some it is important to ensure that our products having to travel themselves. IBOs are market share, however consumers do still are continually promoted to the travel usually based in New Zealand, although have a high trust in travel agents and often trade overseas to ensure that international some will be based off shore and have prefer the personal service. Commission visitors continue to travel to Southland. representatives in New Zealand. They levels if you deal directly with a travel agent Distribution channels are responsible for preparing itineraries are usually 10% +. and booking the ground arrangements on Distribution refers to how consumers find behalf of internationally-based wholesalers Travel wholesalers out about products and what channels (see above). They will provide access to they use to research it and make bookings. Wholesalers provide retail travel agents new markets through their network of Wholesalers, Travel Agents and Inbound with brochured travel packages which existing contacts but this will probably Tour Operators are the distribution usually include transport, accommodation mean a greater commission level. They will channels for selling New Zealand overseas. and activities. In turn, the retail travel take a commission of approximately 20- It is important to realise the importance of agents then sell these packages to the 30% to cover their marketing costs. these businesses and to understand how consumer. Most wholesalers are based they work. With traditional distribution channels, bookings are usually made in advance and paid for by the agent after the visit. These agents will charge operators a commission for the sale, which should be factored into pricing. Each part of the distribution channel will receive a commission payment at the rate you agree with them.
International Travel Distribution A lot of operators new to international marketing find the travel trade distribution process one of the more challenging aspects. Travel trade distribution is slightly different in each country, and the Tourism An example of an international travel distribution chain. Please Note: the standard New Zealand website can provide you with distribution chain can vary due to the use of new technology. Travellers can easily contact diagrams for New Zealand’s key markets. any member in the distribution chain directly via the Internet.
18 What is trade?
outside New Zealand and some own retail Commissions travel agencies or sell directly to the Each sector of the distribution channel public. Working through a wholesaler will receives a commission payment at the rate present your product to the retail agent you have negotiated with them. Levels of within a package or together with a range commission may vary, but a general guide of other products. This provides access to to rates is: a wide range of agents but may mean a Checklist higher commission rate. Wholesalers are Retail travel agent/visitor Are you familiar with; influential in the marketplace and work centres retailers who sell 10-20% 1. A travel wholesaler’s role in the hard at marketing products. They use the directly to the customer distribution channel? Trade Manual to decide on what products Wholesalers (who sell to 2. What an inbound operator does? they will market and package offshore. retailers, who then sell on 20% 3. What a travel agent is? They will take a commission of to customers) The general commission rates for approximately 20% (sometimes up to 4. Inbound tour operators each channel. 30%) to cover their costs. The markets that 30% (who sell to wholesalers) Venture Southland Tourism works with largely focus on Australia, UK, Europe, Although commission rates for wholesalers North America and China. and inbound operators are higher, these Handy Links New Zealand Travel Agents selling channels are likely to get your ++ Tourism New Zealand Markets and Statistics product placed in brochures and databases – www.tourismnewzealand.com/markets- New Zealand travel agents use the with long-term benefits in terms of reaching and-stats Trade Manual to plan itineraries for their customers. domestic clients. Travel agents charge 10% commission. Internet The internet has become one of the most comprehensive and easily accessed sources of destination information. Internationally, travellers are becoming increasingly comfortable making bookings online.
19 Working with trade
It is important to identify the most cost Creating a Distribution Plan Tourism promotes operators listed effective and appropriate distribution You don’t need to engage with all elements in the trade manual when organising method for your business. of the distribution channel, and some will wholesaler and inbound famils. The products listed within the trade manual Different products will suit different be more appropriate for your product than are promoted on market visits, trainings booking methods. Some operators may others. and sales calls. Southland trade famils use all steps in the distribution chain while When looking at your distribution plan will focus on export ready product to others bypass one or more of the links. consider: suit the requirements of trade. Please Setting your rates ++ What distribution channels do your be aware that Venture Southland is customers use to purchase product? Traditional distribution channels involve a often obligated to use the products that cost to the operator (commission) and this ++ Do your customers purchase your Tourism New Zealand or the travel trade should be factored into your pricing. product while in New Zealand or before have specifically to be listed with the the they arrive? Southland Tourism Trade Manual please Some tips for setting your rates: ++ What distributors are likely to sell and contact Venture Southland. ++ Rates will need to be developed in promote your product? ++ Travel Trade – Tourism wholesalers, consultation with your chosen trade Tourism New Zealand offers a dedicated inbound operators and NZ travel agents companies. travel trade training website, which can will only include commissionable ++ If working with several trade distributors, help publicise your tourism product to products or ‘export ready’ products in develop a consistent rate schedule. the offshore travel trade. If you are ready their itineraries. The trade manual is their ++ Be consistent with how you structure to begin marketing internationally, you main reference point for commissionable your rates regarding GST. All your rates should list your product details on this products in a region. Please note that should either be inclusive or exclusive trade database. You can do so by creating trade will consider and choose products and should be clearly explained. or expanding your listing on www. for itineraries at least two years in International trade tend to prefer rates newzealand.com. Visit the registration site advance. It could take some time to see which include GST. for more information or contact Venture first bookings. ++ Do not change your rates after Southland. ++ Tourism New Zealand – The trade manual distributing them. By changing rates, is used to influence high-grade media to you will undermine your company’s Southland Tourism Trade visit Southland, and assist with planning credibility. Manual itineraries for visiting media and ++ Guarantee rates far enough in advance The Southland Tourism Trade Manual is overseas travel agents/wholesalers. so that the buyer has enough lead- the main marketing tool Venture Southland ++ Media – The trade manual is used to time to produce promotional material/ uses to promote products to international write articles, features and guidebooks websites. markets. The manual is an online E-book about Southland tourism products. Trade companies can be considering and that is distributed to a broad audience of ++ i-SITE network – Made up of over choosing product for itinerary plans at least influential organisations in the tourism 80 information centres throughout two years in advance. Please keep this in industry including; Tourism Wholesalers, New Zealand, the trade manual is one mind when working with trade initially, Inbound Operators, NZ travel agents, of the most influential mediums of setting trade rates and looking to establish Tourism New Zealand media and New educating i-SITE staff about Southland. new trade relationships, as it could take Zealand i-SITES’s. This knowledge enables staff to ‘sell’ some time to see first bookings. ++ Southland Tourism Trade Manual Southland and its tourism products to is used to plan itineraries for trade visitors. See the i-SITE section for more familiarisations and as a product information about selling through this reference guide. Venture Southland channel.
20 Working with trade
++ Users of the trade manual are assured that all featured products are of a high standard and will deliver on expectations. This also includes that the operators are professional with a focus on customer. Handy Links Most users are based offshore and have Checklist little way of knowing what a product ++ Tourism New Zealand’s Travel Trade – 1. Is your product well accepted in is like. The Southland Tourism Trade www.traveltrade.newzealand.com New Zealand? Manual provides these people with a ++ Tourism New Zealand – quality assurance. 2. Have you got a clearly identified www.tourismnewzealand.com/markets- target market? and-stats Qualmark 3. Do you have a website? ++ Tourism New Zealand Marketing your Qualmark is the organisation responsible 4. Do you have a 24-hour phone and/ business guide – for New Zealand’s quality assurance or email servicing? www.tourismnewzealand.com/ accreditation and all New Zealand tourism developing-your-tourism-business/more- 5. Have you got your pricing business are entitled to apply for it. The resources structures finalised and process of gaining a Qualmark includes an commission rates agreed? ++ Tourism Export Council – assessment and feedback from qualified www.tourismexportcouncil.org.nz Qualmark assessors. The Qualmark 6. Do you have a plan for the growth accreditation is strongly recommended of your business, eg increasing ++ New Zealand Trade and Enterprise – www.nzte.govt.nz – (Different countries for export ready products as trade values facilities, staffing etc? have different protocols and there is a businesses that are Qualmark assessed. 7. Do you have a full range of range of publications available which marketing materials? contain business etiquette advice). 8. Are you working with your local ++ Qualmark – RTO and i-SITE? www.qualmark.co.nz 9. Do you have the appropriate health and safety standards in place? 10. Has your business been quality assessed by an independent third party quality rating system, for example Qualmark?
21 Attending trade shows
A number of trade shows are organised discuss trade shows and their benefits. throughout the year by industry. Contact You can also be notified of upcoming trade Venture Southland for a list of events and shows in and around New Zealand. contacts. Tourism Rendezvous EVENT Things to consider New Zealand (TRENZ) CHECKLIST Before committing to a trade show, make TRENZ is New Zealand’s main inbound 1. Ensure the trade show is targeting your sure you have clearly defined what your tourism trade show. At TRENZ the offshore target market objectives of attending the trade show companies that buy New Zealand travel 2. Clearly define what you are trying are, for example are you attending to gain product meet the local companies that sell to achieve from attending e.g. new more business or to launch a new product? accommodation, regional attractions and product launch, building on existing Understand who your target audience is activities, events and transport. There are relationships, attracting new business? to make sure the show is reaching your usually around 40 scheduled meetings 3. Your budget for attendance desired target market. Ensure that you have over a 3-day period. TRENZ is a key part of 4. Try to have relationships already with taken into account all the costs involved in the process by which companies negotiate NZ inbound operators attending the trade show. Because many with regions and operators to be included international buyers use New Zealand in the travel brochures that are distributed 5. Ensure your product is market-ready inbound operators, ensure that you have in the international marketplace over the and fits international requirements established relationships with them before next year. TRENZ experience will help to 6. Set your rates for a 12-18 month period attending a trade show. establish your product in the international marketplace and give you a strong base Successful Attendance at a on which to grow your international visitor Handy Links Trade Show levels. Once you have decided to attend a ++ Tourism New Zealand Trade Marketing guide This trade show is run annually and Venture particular trade show, you need to plan – www.tourismnewzealand.com/developing- Southland attends to promote Southland your involvement carefully. Do your own your-tourism-buisness/more-resources as a region. Venture Southland strongly pre-show marketing to buyers, or work ++ TRENZ – www.trenz.co.nz recommends that you consider attending with other suppliers from your region to TRENZ if your business is currently working ++ Tourism Industry Association New Zealand co-ordinate a joint marketing campaign with international trade. (TIA) – www.tianz.org.nz/main/tia-events – perhaps by direct mail or email. Your ++ Tourism New Zealand events – stand must be staffed at all times, and you www.tourismnewzealand.com/upcoming- should allow for unscheduled or double- events/upcoming-events up appointments. Staff will need to have a good understanding of your business and objectives. Be well prepared in advance for scheduled appointments, but also allow time to meet prospects who are not on your appointment list. Follow-up should be undertaken as soon as possible after returning from the trade show. Letters and product kits should also be sent to buyers you couldn’t meet with. Please contact Venture Southland to further
22 Delivering a quality experience
Delivering a Quality would choose your business, and make development of new procedures, adoption Experience sure you are catering to these needs of new resources or simply reflection (remembering it is all about them, not you). Remaining customer focused is the key on what can be done better. A quality to success in any business. In the tourism experience is a journey, not just a Money industry, ensuring that you meet or exceed destination, for your business and your expectations is going to result in satisfied Makes the world go round so make sure customers. customers; satisfied customers will result you are using it wisely. When setting Bigger Picture in good word of mouth (and social media) your prices, ensure your consider your promotion, which will help sell your competition, costs and most importantly You are not competing with the operator product. the value – if you over price you will scare five minutes down the road, you are firstly customers away, under price and you competing against other countries and A visitors experience starts from when won’t be profitable – either way you won’t other regions. Great experiences rely on they first consider visiting a destination capitalise as much you can. Be cautious, the totality of a customer’s time, so great and continues well after leaving you, and not tight with expenditure. Recognise that activities are complimented with other includes every element they consider some things are necessary expenses, some great activities, eating, shopping and important. This includes elements such as are investments to reap rewards from and accommodation. Develop relationships all your marketing, the ease of access to others are possibly unnecessary and don’t with other local businesses on the route your business, the customer interaction contribute to your business greatly – make (in and out) and in the region – collaborate (attentive, personal AND professional), sure you are keeping a close eye and and celebrate to create a bigger pool of the value for money, your safety/security/ earning/spending right! Make sure you visitors. Work out where you are in the hygiene as well as the actual attraction shop around to understand the variety of Story of Southland (and remember you are of your business. Customers build their suppliers, and be ready to negotiate with a chapter – not the whole book). expectations, which are then measured both suppliers and customers (particularly against their actual experience, which Consider getting involved with other trade). results in satisfaction (i.e. experience is regional and national organisations (such as TIA, Hospitality NZ) or gaining better than expected). Super Team certification to get better insight, greater To ensure you are striving towards a quality You and your team are the ultimate voice and learn from others. Successful experience, here are a few simple principles interface with your customers. An attention business is about sustainability – to consider: to detail and the ability to cater to where you are financially, socially and individual needs (within reason) sets you environmentally able to last! Homework up to be the great memory for a customer. Make sure you are aware of what is Enthusiasm and a smile are fundamental happening, undertake formal and/ so keep motivated by making sure you or informal market research on your surround yourself with the right people, customers/industry, and scan the media/ who are empowered and rewarded to do a internet to make sure you are aware of great job. what opportunities or threats exist. Ask people what they think and do in regards Continuous Improvement to tourism and your business, to help you Sure your business is great, but make more specific decisions. Make a list of things change. Celebrate learning and all the reasons that the variety of customers improvement, whether it is training,
23 Delivering a quality experience
Handy links ++ Conservation Fact sheets – www.doc.govt.nz/about-doc/concessions- Checklist ++ Tourism 2025 – and-permits/concessions/information-for- Have you considered: www.tourism2025.co.nz/2025-in-depth/ concessionaires/interpretation-resources 1. Monitoring customer satisfaction tourism-2025-strategic-themes/enhance- the-total-visitor-experience ++ Interpretation handbook & standard – 2. Monitoring Trip Advisor and www.doc.govt.nz/about-doc/policies-and- ++ Survey Monkey – www.surveymonkey.com responding to feedback plans/visitor-management/interpretation- 3. Joining Qualmark ++ Trip Advisor – www.tripadvisor.com handbook-and-standard 4. Joining the Sustainable Tourism ++ Qualmark – www.qualmark.co.nz ++ DOC field based and free online training courses – www.doc.govt.nz/about-doc/ South Project ++ Story of Southland – concessions-and-permits/concessions/ www.venturesouthland.co.nz/Latest- information-for-concessionaires/training Articles/articleType/ArticleView/ articleId/755/Story-of-MurihikuSouthland- ++ Sustainable Tourism South Project – -a-living-document www.venturesouthland.co.nz/Destination- Promotion/Visitor-Attraction/Sustainable- ++ Southland Heritage Trails – Tourism www.southlandnz.com/Visit/Land-and- people/Heritage
24 Glossary of tourism terms
Destination Fiordland (DF) Ministry of Business, Innovation and New Zealand inbound tourism industry. It The RTO responsible for promoting Employment (MBIE) offers professional development, support Fiordland. Based in Te Anau, they are Provides research and data relating to and networking opportunities for both partially funded through Venture Southland tourism within New Zealand. inbound tour operators and the companies and also through membership fees from that supply them with products. The Qualmark local businesses. annual conference and meetings offer an The organisation responsible for opportunity to hear from many experts Familarisations (famils) New Zealand’s quality assurance from across the tourism industry, including Trade and media representatives accreditation and all New Zealand tourism Tourism New Zealand representatives. experience attractions, accommodation and business are entitled to apply for it. The activities within a region. Typically, they process of gaining a Qualmark includes an Tourism Industry Association (TIA) are organised itineraries and offer a chance assessment and feedback from qualified National association that represents for tourism operators to showcase their Qualmark assessors. tourism businesses. Representing both product to travel trade and media. small and large tourism organisations, TIA Regional Tourism Organisation (RTO) has over 1500 members nationwide. The i-SITE Visitor Centres Local government funded bodies organisation provides a range of benefits New Zealand’s official Visitor Information responsible for marketing their regions for tourism businesses including support Network, with over 80 centres nationwide. domestically and internationally. There are and development opportunities. i-SITE staff can making bookings for all about 30 RTO’s in New Zealand. operators in New Zealand that work with Tourism New Zealand (TNZ) Southern Scenic Route (SSR) i-SITEs and also assist with itinerary The Crown Entity responsible for marketing Driving route that links Dunedin, The planning, local information and maps. New Zealand globally as a visitor Catlins, Invercargill and Riverton to destination. The 100% Pure brand is used International Marketing Alliance (IMA) Queenstown via Te Anau, Milford as Tourism New Zealand’s marketing A marketing collective that is made up of Sound and Fiordland. Five RTO’s work internationally. several regions to promote to long haul collaboratively marketing the route; markets at Tourism New Zealand trade Destination Queenstown, Destination Venture Southland (VS) events. Venture Southland is part of an IMA Fiordland, Venture Southland, Clutha A joint initiative of the Invercargill City, with Tourism Dunedin and Tourism Waitaki. Catlins and Tourism Dunedin. Southland District and Gore District Councils. The agency responsible for the International Media Programme (IMP) Tourism Export Council of region’s economic, tourism, promotion and Tourism New Zealand’s IMP supports New Zealand (TEC) community development initiatives. international media interest in New Formerly Inbound Tour Operators Council Zealand, providing assistance and planning of New Zealand, is a large New Zealand itineraries while international media are tourism industry association that is visiting New Zealand. membership based and represents the
DISCLAIMER
This document contains information, data, and images prepared by Venture Southland (‘the Information’). Although Venture Southland has prepared the Information contained in this document with all due care and updates the Information regularly, Venture Southland does not warrant or represent that the Information is free from errors or omission. Whilst the Information is considered to be true and correct at the date of publication, changes in circumstances after the time of publication may impact on the accuracy of the Information. The Information may change without notice and Venture Southland is not in any way liable for the accuracy of any information printed and stored or in any way interpreted and used by a user.
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