Tourism Leaders Urge Government to Boost Event Attractiveness

Leaders in New Zealand’s hotel sector are calling for more ambitious government initiatives to attract major events as the tourism industry grapples with perceptions of being overpriced. At the forefront of this discussion is Les Morgan, Chief Operating Officer of Hind Management, which owns Sudima Hotels. Morgan highlights that current visa and border fees deter potential visitors, particularly from markets such as China.

Morgan shared insights from a recent visit to China, where he encountered a concerning sentiment among wholesalers. “One wholesaler mentioned that ‘New Zealand is now viewed as being more expensive than Switzerland’—and that’s sobering,” he stated. The comparison to Switzerland, a country well-known for its high living costs, underscores the challenges New Zealand faces in positioning itself competitively on the global tourism stage.

The hotel sector leaders believe that in order to reverse this trend, New Zealand must adopt a more aggressive stance in attracting international events. Morgan noted that while the country has stringent security requirements, many competing destinations do not impose similar visa restrictions on Chinese citizens. This factor could be contributing to New Zealand losing its competitive edge in the tourism market.

Addressing Visitor Concerns

Tourism leaders emphasize the need for a shift in strategy to overcome the image of being overpriced. They argue that the government should take a more proactive role in marketing New Zealand as a desirable destination for events and conferences. “You just have to fight harder,” said Morgan, indicating that a more concerted effort is necessary to attract international visitors.

The ongoing challenges faced by the hotel sector are reflected in current occupancy rates and revenue figures, which have struggled to recover to pre-pandemic levels. With international travel on the rise, there is a growing urgency to enhance New Zealand’s appeal as a top destination for tourists and event organizers alike.

Industry experts believe that investing in targeted marketing campaigns and improving visa processes could yield significant returns. By addressing these issues, New Zealand has the potential to not only attract more tourists but also to enhance its reputation as a competitive player in the global tourism market.

As the country continues to navigate the recovery from the COVID-19 pandemic, the call for bolder government action is becoming increasingly prominent. Tourism leaders are hopeful that by working collaboratively, the sector can revitalize its image and draw in larger crowds, benefiting not only hotels but the broader economy as well.