Bouncing back

By Rosie Duff

When COVID-19 declared biological warfare on humanity in January 2020, nobody was prepared for the global emergency that was about to unfold.

Now at this point, two and half years later, the pandemic hardly requires an introduction. Though, while it is fast becoming a fading memory in many parts of the world, here in New Zealand, it’s been a bit of a different story. With some of the world’s strictest pandemic border controls, the country has reported fewer than 2000 Covid-related deaths since 2020 and has remained closed to all international tourists – up until now. Indeed, on May 11th it was officially announced that New Zealand would be fully reopen for business come July 31st. Following this news – which no doubt prompted a sigh of relief from business owners around the country – the question on everybody’s lips, is how will our tourism industry bounce back post-Covid? 12 | www.canterburytoday.co.nz

Silver linings

From her first internship at Christchurch and Canterbury Tourism, to her recent appointment as chief executive of the Tourism Industry Aotearoa (TIA) – it is abundantly clear that Rebecca Ingram is well-equipped to lead the sector’s recovery. Reflecting on the events of the past two years, Rebecca shares her excitement in helping assist the tourism industry return to being a major contributor to Aotearoa’s prosperity. “I feel privileged to be joining TIA at this extraordinary time in the history of New Zealand tourism – a time when we can truly start moving forward. “As borders open, optimism is flooding back and our members can’t wait to get back to what they do best – showing the world what makes New Zealand so special,” she says. While Rebecca acknowledges that the last two years have tested the tourism sector, she says the silver lining is that Covid has provided an opportunity for reflection – a chance to do better, so to speak. Indeed, between legislative change on freedom camping, to community-led destination management plans and individual business innovations, Covid – and the forced downtime – has, in many ways, created the perfect storm for significant improvements to be made within the industry. “Our future is full of possibilities to do tourism brilliantly and live our fundamental values of kaitiakitanga and manaakitanga,” Rebecca explains. “Many businesses have considered their products and what they want to offer when international visitors can return… and changes have been made to ensure the New Zealand tourism experience is one that New Zealanders can be proud of,” she adds. Although it’s still too early to assess how busy it will be, the sense is that summer will be the first big leap forward for the sector, with forward bookings from Australia and USA leading the way – but it won’t be a bounce back to 2019, Rebecca warns.

Putting us back on the map

But while this may sound romantic in theory, Rebecca recognises that it’s going to take a co-ordinated effort by many private and public organisations to get Aotearoa back into consideration again for international travellers. “The importance of our domestic market was placed in the spotlight once lockdowns were lifted. “The industry is enormously grateful for the support from Kiwi holidaymakers who provided the lifeblood for many tourism businesses over the last two years. “The single biggest driver of future visitation is word of mouth, so we want everyone who is here on holiday to go home, share their stories and rave about why New Zealand is a special, memorable, and unique holiday,” she explains. However, while overseas visitors are gradually beginning to return to tourist destinations around New Zealand, many opportunities to cash in on their presence have been hampered by critical employee shortages. In order to replace the 72,285 workers that have been lost since the first year of the pandemic, Rebecca acknowledges that the industry will need to offer compelling reasons for people to choose a career in tourism.

Just how might this be done, you ask? To answer this, Rebecca draws on her own personal business experience. “When I think about my own TIA team and how to care for and retain them, I’m thinking about paying a fair wage, the working environment, and conditions on offer, including training, flexible working and I look at how I can support growth by building skills and capability within the business. “TIA is also working across Government and the industry to look at practical ways to support our members with the workforce they need – most recently this has included advocating for transition plans for tourism as part of the immigration rebalance announced by government,” she says.

The sustainability imperative

Between rolling meadows peppered by sprawling vineyards, through to snow-capped mountain ranges and the Southern Lakes; it’s no secret that New Zealand’s natural environment is a major drawcard for overseas visitors. While Rebecca struggles to pinpoint her favourite tourist destination, she reveals she can’t go past enjoying some fine fare against the backdrop of one of New Zealand’s spectacular settings. “Whether it’s crayfish on the coast in Kaikoura or a sweeping view of the water from a vineyard on Waiheke Island – there’s something really special about eating delicious food while being starstruck by the view,” she says. However, in years past, concerns have increasingly been raised about our national environment – from Northland to Te Anau – being irreversibly damaged by the congestion and pollution associated with heavy tourist activity. By way of the borders closing, this pressure has been momentarily relieved. But with overseas visitors finally set to return, can the tourism sector embrace more sustainable practices? Even at the cost of profitability? Well, as it turns out, with 1,600 businesses already signed up to TIA’s Tourism Sustainability Commitment, many within the industry already have. Rebecca strongly recommends tourist operators educate their customers about the Tiaki Promise, which is a commitment to care for New Zealand, now and for future generations. “We know that visitors to New Zealand generally want to do the right thing but don’t always know precisely how to do that. Promoting the Tiaki Promise to visitors is a great way to support kaitiakitanga, as it shows them not only why they should care for your place, but how to do it. “TIA also supports the Destination Management Planning that is underway in many regions as this ensures tourism in our communities is reflective of what each community wants,” she adds. Though, perhaps most importantly, it is vital that we have healthy, thriving businesses that can focus on giving back to their communities rather than simply survival, Rebecca says. “It is important to retain a long-term view and continue investing in the infrastructure needed by both the visitor and resident economies. Demonstrating guardianship of New Zealand can be done more easily when businesses are financially sustainable,” she reasons. to recover to pre-Covid levels. Indeed, between navigating global supply-chain issues and restoring connections to markets – Rebecca and the TIA certainly have their work cut out for them. As things kick back into action globally, Rebecca notes that the challenges the industry is experiencing are consistent with those in other countries. However, there’s no doubt one of New Zealand’s largest priorities is rebuilding connectivity to the rest of the world. “Particularly aviation links to our key tourism and export markets around the world and cruise connections. Auckland and Christchurch airports are working very hard to link New Zealand again,” Rebecca explains. “Travel enhances human connections, supports critical supply chains, brings vibrancy to communities, and supports other sectors including food production, transport, and services. When tourism is done right, the economic and social benefits are significant,” she says.

Rebecca points towards the new $54.2 million Innovation Programme for Tourism Recovery as well as the Government’s Tourism Industry Transformation Plan, as two initiatives that will help turbocharge the sector’s recovery. “We are also pleased to see the new investment of $2.975 million in the i-SITE network which will ensure the network is fit for the future,” she adds. In addition to this, $1.55 million dollars has been specifically allocated to support TRENZ, New Zealand’s largest international businessto-business travel and trade event. Support, of which ensures TIA can start planning and preparing with confidence for 2023, which is set to be a two-day event held in Otautahi, Rebecca explains. Moving forward, Rebecca has faith that in the vibrant near-future, visitors will remain at the core of the Aotearoa experience – whether they have travelled from the neighbouring town or halfway around the world. “What we offer here is unique – people come for our landscapes, but they leave with affection and deep appreciation for our people. Our warmth of welcome and generosity of care is very special,” she concludes. CT

Christchurch Airport (with ChristchurchNZ) was a finalist for the Industry Collaboration Award. Image supplied courtesy of TIA. I feel privileged to be joining TIA at this extraordinary time in the history of New Zealand tourism – a time when we can truly start moving forward. As borders open optimism is flooding back and our members can’t wait to get back to what they do best – showing the world what makes New Zealand so special. ”