AIS Hosts Head of Tourism for Auckland Tourism, Events and Economic Development (ATEED)
Written by: Dr Graeme Sterne, THM Strategic Management Lecturer
On the same day Team New Zealand won the America’s Cup, AIS hosted Jason Hill, Head of Tourism for Auckland Tourism, Events and Economic Development (ATEED). Jason addressed Tourism and Hospitality classes on the topic of the Auckland Visitor Plan.
Why do we need a strategic plan?
He asked, “Why do we need a strategic plan? So, that we know what to do and, importantly, what not to do. Tourism is now New Zealand’s largest earner but as a small nation we have limited resources so we have to focus on what will produce the best results … the markets, like Australia, where we are more likely to be able to shift demand.”
What makes Auckland a compelling destination?
A city close to natural attractions
The students were challenged to think about what makes Auckland a compelling destination. Other cities have events, shopping, multicultural experiences, harbours and beautiful scenery. So what makes Auckland more than just another city?
“Auckland is a place where visitors can experience 100% Pure New Zealand within an hour in any direction. We have volcanoes like Rangitoto, markets and wine at Matakana, swimming at a number of beaches, and walks in rain forest in the Waitakere Ranges. It is a city close to natural attractions.”
Giới thiệu về thành phố sôi động Auckland, New Zealand.New Zealand nổi tiếng là đất nước yên bình, con người thân thiện.
Posted by Học Viện AIS – Auckland Institute of Studies on Thursday, 22 June 2017
Further investment on infrastructure and more accommodation
Events like the Rugby World Cup in 2011, the Lions Tour and the America’s Cup highlight the need for better infrastructure and more accommodation. These things require partnerships with local and central government and private enterprise.
“We are working with Auckland Airport but Auckland also needs wharfing facilities to accommodate the larger cruise liners. We need to resolve issues regarding welcoming visitors and workers created by Government policy on immigration. We need help to preserve the environment. We need to work with Auckland Transport on road and rail services. We need private investors to build more hotels.”
The ten year plan – what Auckland could look like in 2021
Plenty of employment in Tourism and Hospitality for many years to come
The ten year plan is half way through its cycle so Jason welcomed input on what Auckland could look like in 2021. He said there would be plenty of employment in Tourism and Hospitality for many years to come. New hotels like the new Sofitel So and the Park Hyatt and the new CBD development backed by the Intercontinental Hotel Group mean more jobs in accommodation, food and beverage. These have spin off effects on tourism and related industries like transport, events and entertainment.
Maximising the uniqueness of Maori culture in Auckland’s tourism
One of the key areas to develop is maximising the uniqueness of Maori culture in Auckland’s tourism.
“This is an obvious differentiator for New Zealand destinations so we need to come up with a range of creative ways to integrate distinctive Maori cultural elements into what we offer – cuisine, storytelling, and cultural experiences.”