Comment

A call for an increase in greater government funding to Tourism New Zealand has been made by the Tourist Industry Association CEO, Tim Cossar.  But is Mr Cossar winking at girls in the dark?

 
Tourism New Zealand is charged with marketing New Zealand overseas - everyone is aware of the 100% PURE campaign - with a budget of $70M. Using the Trenz 2009 conference as a platform, Cossar called for that funding to be increased to $130M.

Prime Minister and Minister of Tourism John Key responded with a promise that further funding would be announced by the end of the year. "I've heard loud and clear the call for more marketing money - that will happen", Key said.

Good stuff!  Following the recent $5M Tourism New Zealand campaign in Australia, visitor numbers from Australia in May were up a massive 20 percent on last year. Everyone would agree the government spend has been worth the investment so far. Further careful investment is well justified, to further help counter the effects here of the global financial crisis.

The Trenz conference is the industry's biggest, with about $2B of business transacted over the three days. This all bodes well for the industry. Back at the coalface, all tourism operators will need to work at attracting those tourists that keep coming as a result of these efforts, to attract the business through their doors.

 
Given that the tourists are still coming, it follows that more spending at the coalface will mean more business there too. For those at the coalface to NOT promote their business at this time is a little like winking at a girl in a dark room: she knows you're there, but she can't see you winking.