TIA is working on a major project to better tell the 'Tourism Story' - by proactively creating positive tourism content for traditional and social media, and empowering industry members to act as advocates to positively influence the discourse on tourism, widening support among New Zealand communities and helping to maintain the industry's social licence.
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Welcoming, supportive communities are a vital part of what New Zealand has to offer our visitors. Truly sustainable tourism businesses have to find ways to protect and enhance their social licence to operate within their local communities. The ongoing support of host communities is a key element of the New Zealand Tourism Sustainability Commitment.
The 'Tourism Story' project will help ensure all communities across the country and in all sectors of business and government understand what the tourism industry is and the value it provides.
TIA can't influence public opinion by ourselves. The 'Tourism Story' needs to be told by individual tourism businesses, as well as regional and national organisations. It will be the cumulative impact of these individual efforts that will make a difference at the local and national levels.
The 'Tourism Story' project aims to find ways to support all sectors of the industry to tell their stories better, from the small town holiday park providing local employment opportunities and supporting local suppliers, to the big corporate donating thousands of dollars to environmental causes.
Here are a few recent Tourism Stories that show how tourism is benefitting New Zealanders and Aotearoa.
From Dairy faming to mussels: A Dutch-Kiwi couple go off-grid with a lodge and mussel farm in the Marlborough Sounds - Life & Leisure magazine, Jan/Feb 2020*
An adventurous farming family learns to cultivate tourists and mussels in a secluded Marlborough Sounds property.
The story behind the dosa: Venu Jarugula's perfect pancake for his father - Stuff, 20 Jan 2020*
In a village in southern India, an impoverished rice and cotton grower eagerly awaits an online video call from his only child in faraway Christchurch.
Raglan: Come for the surf, stay for the unique food and coffee - Stuff, 5 Jan 2020*
A steady hand is needed to transform slivers of spiced salmon and glistening sheets of nori into Yoshiaki Shirai's particular style of sushi.
Trail-blazing Banks Track: New Zealand's first private hike marks 30 years - Stuff, 1 Jan 2020*
It arose out of economic pain and has matured into a tramp as loved as some of the nation's Great Walks.
The Falls Retreat: This couple spent their savings to launch a garden-to-table bistro and lodge in the Karangahake Gorge - Life & Leisure magazine, Nov/Dec 2019*
Meet the city escapees whose off-the-trail bistro feeds their need for community, family and a fine vegetable garden.
Culture and history can really come alive with local guides - AA Directions magazine, Summer 2019*
Every tourist who paddles up Waikouaiti River is helping to fund youth programmes as well as an ambitious reforestation plan.
Cruise firm's $100k a 'game changer' for Northland kiwi - Northern Advocate, 16 Sept 2019
A pledge of $100,000 in the coming year rising to $1 million over five years for Northland conservation projects could be a ''game-changer'' for the region's kiwi.
AIMS Games: Tauranga food outlets brace for an extra 11,500 mouths to feed - Stuff, 8 Sept 2019*
Tauranga food stores are going bananas as 11,500 hungry young athletes roll up to New Zealand's biggest annual sports tournament, which starts today.
Waka Hourua described as a 'floating classroom' - RNZ, 8 Sept 2019*
The double hulled waka or voyaging canoe Tairawhiti is described by its builder as a 'floating classroom'. Te Aturangi Nepia Clmap is determined to teach students and visitors about the history of Māori navigation skills.
Mount holiday park reducing waste - SunLive, 4 Sept 2019
Cosy Corner Holiday Park in Mount Maunganui are doing their bit to reduce plastic waste and have been rewarded for their efforts.
Wealth of changes at Hahei Holiday Resort since multi-million dollar sale - Stuff, 19 Aug 2019*
When Grant Kilby walks to work in the early hours of the morning, he can hear the snorers and sleep-talkers.
Saving Banks Peninsula penguins - Avenues, 26 July 2019
A gutsy plan to cultivate tourists alongside sheep has helped save Canterbury’s white-flippered penguins from extinction.
Jeremy Wells spreads his wings at Dunedin’s famous Royal Albatross Centre - TVNZ Seven Sharp, 8 July 2019*
It makes a great day out for kids this school holidays.
By George! - Avenues, 28 June 2019*
Staff from The George hotel in Christchurch are cleaning and maintaining their stretch of the Avon River.
Finding Hidden Taonga - Avenues, 28 June 2019*
A new Christchurch tour business is helping spread the tourism dollar by taking visitors off the beaten track.
From rural town to film fame: How Matamata has changed since the boom of Hobbiton - Stuff, 22 June 2019
Hobbiton is employing hundreds of local people and supporting numerous businesses in its region.
Pacific Coast Lodge and Backpackers put guests to work as environmental warriors - Bay of Plenty Times, 17 June 2019
Guests at a Bay of Plenty backpackers are helping to enhance the local environment.
Karma giver’s time to receive - Otago Daily Times, 10 June 2019*
A trust set up by the founders of Camp Glenorchy is giving back to its community.
Okere Falls' peanut butter pest control and a goat called Kevin - New Zealand Herald, 7 June 2019*
Okere Falls tourism businesses are teaming up on conservation projects.
Brewery keeping Mangatainoka on the map, and visitors coming - Wairarapa Times-Age, 23 April 2019*
The Tui brewery is attracting visitors to regional New Zealand and improving the local environment.
Banks Peninsula locals' fight to save the white-flippered penguins - Newshub, 23 Feb 2019*
Visitors to Banks Peninsula are helping save rare penguins.
Eco-tourism business booming - Otago Daily Times, 9 Jan 2019*
A jetboat tour operator is focusing on cleaning up the environment.
Tourism operators say booming visitor numbers on Kāpiti Island have many benefits - Stuff, 26 Dec 2018*
Visitors to Kapiti Island are benefiting the economy and the environment.
Mission to rescue one of NZ’s most endangered birds brings special pair to Hauraki Gulf island - 1 News, 16 Dec 2018*
An Auckland air tour operator carried a special cargo to an island reserve.
*Article generated via Tourism Story Project
TIA ran a four-week editorial campaign in partnership with Stuff through November-December 2018 to tell positive stories about how tourism is benefiting New Zealanders and Aotearoa. Articles produced for the campaign demonstrated how tourism operators around the country are making positive contributions to their communities and/or New Zealand's environment.
Each article appeared in the Sunday Star-Times, various community newspapers and was promoted on the Stuff website:
- Murapara's magic rubs off on international visitors and locals features the special community spirit and hospitality of the township of Murapara and its Kohutapu Lodge
- Conservation and commercialism zip through the skies above Waiheke Island highlights the conservation work and employment opportunities offered by EcoZip Adventures
- It’s not just about the trout at Murchison’s award-winning Owen River Lodge promotes the benefits of attracting high value visitors to a regional location
- Invercargill legacy provides tourism boom showcases how the growth of Transport World in Invercargill is attracting visitors to get off the beaten track
The campaign was supported by the Tourism Industry New Zealand Trust.
With support from the Tourism Industry New Zealand Trust, TIA has contracted Sue Hoffart, a highly experienced freelance journalist, as a Tourism Storyteller. Sue is working with RTOs and operators to develop and pitch positive tourism stories to mainstream media.
She wrote this lovely article for the Rotorua Daily Post, highlighting the environmental work being carried out by Kaituna Cascades Rafting. Sue also worked with a Queenstown reporter to get this article published in the Mountain Scene, highlighting community grants made by the Glenorchy Community Trust. The Trust was set up by the founders of Camp Glenorchy. Both articles highlight the benefits that tourism can offer the community.
Communications Consultant Cas Carter took part in the Tourism New Zealand roadshows during June 2019, sharing information and ideas with attendees on how to tell tourism stories. Cas also did a presentation to Sellers during TRENZ 2019.
Through 2018 TIA hosted three workshops for tourism communicators in Auckland, Wellington and Christchurch, to discuss how the industry can better tell its story to New Zealanders. A wide range of ideas was discussed, resulting in strong industry-wide support for the project.