thl embraces Tourism 2025 industry framework

Following today’s launch of Tourism 2025, Tourism Holdings Limited (thl) has voiced its commitment to aligning itself with the shared vision and common framework outlined in the plan.

As an industry leader, thl understands the importance of working collectively as an industry in a highly competitive global market. Grant Webster, CEO thl commented, "The collaborative process of creating Tourism 2025 has in itself rejuvenated the industry. The strong framework provides an all-inclusive industry direction and whilst the streams of activity within the plan don’t all apply to our business, there is a framework for our sector to target. The key opportunities we see are to increase visitor spend, visitor experience and looking to help extend the traditional tourist season."

A report led by thl and conducted by research firm Covec1, revealed that campervan tourism is responsible for almost half a billion dollars to the New Zealand tourism industry. International visitors spend on average $3,836 per adult during their stay in New Zealand. The spread of that economic value goes deep within our communities including local spend on food and beverage, fuel as well as spend on local tourism activities. This research has not only provided insights into the current value created by the sector but has also provided an understanding of opportunities to increase value for the industry going forward.

thl fully endorses the view of Tourism 2025 recognising the economic benefit of changes in the global visitor mix and the associated extension of the traditional travel season. The company has seen strong growth particularly from the China market for its self-drive and guided experiences. In preparation for delivering to the needs of this market, thl has worked collaboratively on insight projects to understand visitor needs. thl looks forward to pooling its learnings with other research allowing the wider industry to optimise the opportunity presented by this and other emerging markets.