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Waikato Business News August/September 2020

Waikato Business News has for a quarter of a century been the voice of the region’s business community, a business community with a very real commitment to innovation and an ethos of co-operation.

Waikato Business News has for a quarter of a century been the voice of the region’s business community, a business community with a very real commitment to innovation and an ethos of co-operation.

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WAIKATO BUSINESS NEWS <strong>August</strong>/<strong>September</strong> <strong>2020</strong><br />

9<br />

Rebuilding and reimagining<br />

the future of tourism<br />

Unfortunately, the recovery of our visitor sector took a step<br />

backwards with the lockdown of the Auckland region. Auckland<br />

is our biggest drive market from a corporate and leisure travel<br />

perspective, and we immediately saw the cancellations of<br />

bookings for the next two to three weeks.<br />

TELLING WAIKATO’S STORY<br />

> BY JASON DAWSON<br />

Chief Executive,<br />

Hamilton & <strong>Waikato</strong> Tourism<br />

Adding to our woes<br />

was the return of Alert<br />

Level 2 for the <strong>Waikato</strong><br />

region, which led to the postponement<br />

or cancellation of<br />

large events, and the return of<br />

physical distancing and compulsory<br />

contact tracing.<br />

Up until the change in alert<br />

levels, we were starting to the<br />

see the benefit of increased<br />

domestic visitors into the<br />

region, as well as the lift in<br />

expenditure. We are all hopeful<br />

that this is just a short-term<br />

blip on our Covid-19 recovery<br />

journey.<br />

This time of year has traditionally<br />

been a quieter time for<br />

the region with regards to tourism,<br />

and is giving us the time<br />

to rethink the future of our sector<br />

for the short and long-term.<br />

There is no doubt that some<br />

parts of New Zealand were<br />

under significant pressure<br />

from visitor numbers leading<br />

to issues around over-tourism<br />

and eroding the social licence<br />

to operate around the country.<br />

Here in the <strong>Waikato</strong>, we<br />

still had the space to disperse<br />

domestic and international<br />

visitors around lesser known<br />

places of our region, plus our<br />

shoulder season events calendar<br />

was growing.<br />

However, we still had challenges<br />

around transport connectivity,<br />

mobile phone black<br />

spots, a shortage of large-scale<br />

commercial accommodation in<br />

Hamilton, Waitomo and Matamata,<br />

and the inability to introduce<br />

regional visitor levies to<br />

fund key infrastructure in our<br />

destination communities.<br />

The Tourism Futures Taskforce<br />

has been established by<br />

the Government to help us use<br />

this ‘circuit-breaker’ of Covid-<br />

19 to reassess and reimagine<br />

a sustainable tourism sector<br />

that actively contributes to the<br />

wellbeing of our communities<br />

and creates added-value experiences<br />

for our domestic and<br />

international visitor market.<br />

The Taskforce will advise<br />

on what changes New Zealand<br />

can make to the tourism<br />

system and make long-term<br />

recommendations to address<br />

the long-standing productivity,<br />

inclusivity and sustainability<br />

issues present in some<br />

part of the sector.<br />

For <strong>Waikato</strong>, we were<br />

already ahead of the pack by<br />

adopting our Tourism Opportunities<br />

Plan in 2016. This<br />

two-year project involved a<br />

range of community, industry<br />

and iwi consultation to identify<br />

our key game-changers,<br />

plus identify opportunities to<br />

increase the ‘value vs volume’<br />

challenge for the region.<br />

We will use this plan, and<br />

our achievements to date, as a<br />

foundation to implement a destination<br />

management approach<br />

for the <strong>Waikato</strong> and broaden<br />

the scope of community<br />

involvement, plus align to the<br />

many regional strategies and<br />

plans to ensure an integrated<br />

approach is fully realised.<br />

Developing a destination<br />

management framework will<br />

also raise a number of issues,<br />

challenges, ideas and solutions<br />

which we can feed into the<br />

Tourism Futures Taskforce as<br />

they seek wider contributions<br />

from around New Zealand. The<br />

big question to be addressed in<br />

this work is how will we successfully<br />

co-curate a future for<br />

tourism in <strong>Waikato</strong> that benefits<br />

everyone. We were also<br />

succesful in attracting funding<br />

from the Strategic Tourism<br />

Assets Protection Programme<br />

(STAPP) for regional tourism<br />

organisations based on<br />

the retention of our existing<br />

local government funding.<br />

This additional funding will<br />

make up the significant shortfall<br />

of industry investment<br />

from our tourism operators,<br />

accommodation providers,<br />

tour and transport businesses,<br />

suppliers plus the events and<br />

venues sector.<br />

The STAPP funding will<br />

help us deliver 27 projects<br />

over the next 12 months under<br />

the three Government priority<br />

areas for investment – domestic<br />

marketing, industry capability<br />

building and destination<br />

management.<br />

Out of the 27 programmes<br />

of work, 11 are collaboration<br />

projects with other regions<br />

which border the <strong>Waikato</strong>.<br />

Examples include touring<br />

route development with Ruapehu<br />

and Taranaki, partnering<br />

with Auckland on a joint venture<br />

campaign, plus rolling<br />

out a regenerative tourism<br />

programme across the Central<br />

North Island.<br />

We look forward to updating<br />

you on the progress of<br />

these regional projects over the<br />

coming months as we rebuild<br />

and reimagine the future<br />

of our tourism.<br />

Hamilton & <strong>Waikato</strong> Tourism<br />

is the regional tourism<br />

organisation charged with<br />

increasing international and<br />

domestic leisure and business<br />

travellers, expenditure and stay.<br />

The organisation is funded<br />

through a public/private partnership<br />

and covers the heartland<br />

<strong>Waikato</strong> areas of Hamilton<br />

City, Matamata-Piako,<br />

Otorohanga, South <strong>Waikato</strong>,<br />

<strong>Waikato</strong>, Waipa and Waitomo<br />

Districts. Find out more:<br />

www.waikatonz.com<br />

Experience care as it<br />

should be, experience<br />

the Braemar way.<br />

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Strange<br />

for Hamilton East<br />

Braemar Hospital is one of the largest<br />

private surgical hospitals in New Zealand,<br />

and it’s here in Hamilton.<br />

With more than 100 world class specialists,<br />

10 state-of-the-art operating rooms, 84 beds<br />

including 32 private rooms, at Braemar<br />

you’ll receive the highest level of care.<br />

Choose the very best.<br />

Choose Braemar.<br />

braemarhospital.co.nz<br />

If you would like to discuss anything, or find out more<br />

information, please contact me:<br />

jamie.strange@labour.org.nz<br />

/jamiestrangemp<br />

/jamiestrange_mp<br />

Let’s keep moving

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