Challenges affecting tourism

Definition

Development of a common and shared understanding of what tourism is, and the difference in requirements for, and benefits of, international tourism, domestic tourism and day visitors.

Marketing

Tourism is a very competitive and price sensitive industry. Destinations therefore need to promote themselves to the market. However the benefits are felt right through the whole community, who must share in that cost.

Sustainability

The local tourism product should attract the same (or an increasing) number of visitors each year into the foreseeable future. This requires an emphasis on the quality of the experience through protecting the environment and developing the infrastructure and long term marketing of the product.

Seasonability

Tourism cannot be sustained on a ‘one off event’ basis (eg. the America’s Cup) nor can its economic benefits be maximised if it has to provide for a one month ‘peak’ and 11 months of under utilisation. It has to attract people all year round.

Safety & Security

Visitors want to feel safe and secure and free from threats of terrorism, personal injury, theft and effects of illness.

Conservation

People travel to see what they have previously heard about. Places of iconic reputation (national parks, regional reserves, local parks, national walkways, scenic rivers and lakes, historic buildings, townscape, places of natural beauty) all need to be protected. New attractions also need to be identified, interpreted and promoted. The adverse effects of noise and litter (and waste management) also need to be addressed.

Activities and Infrastructure

An appropriate range of activities need to be identified, developed, managed and maintained and adequate infrastructure provided.

Employment

The number of people required to provide the desired level of service have to be employed. These need to be trained and educated to have the required skills and experience. In some ‘destination areas’ (eg. Queenstown) where the need is greater than the resident labour force, migrant workers will need to be provided with housing accommodation.