According to the Tourism Futures Roy Morgan industry survey over half the Australian tourism industry rates New Zealand as its fiercest competitor.
Fifty-five per cent of survey respondents ranked the 100% Pure New Zealand campaign as the best in the world excluding Australia, well ahead of Canada (7%), India (5%), UK/England (3%) and South Africa (3%).
The final results of the survey were released ahead of the Tourism Futures conference being held in Brisbane next week.
The survey findings indicated that a third of the Australian industry would be interested in co-operatively marketing with New Zealand.
“The Australian industry acknowledges New Zealand’s marketing supremacy in this survey, which highlights the opportunity we have.
“Not everyone has the ‘best in the world’ sitting right next door,” said Mr Tony Charters, Tourism Futures convenor.
“The survey also points to a mood for co-operation, with a realization that it may not be in our best interests to go head-to-head with New Zealand when vying for international visitors.
“Despite our sporting rivalries, perhaps we have a lot to learn from New Zealand, and a lot to gain from working more closely together.”
Australia and New Zealand may potentially present as a united destination, under a strategic alliance.
This would include marketing, quality standards, training standards and a relaxation of border controls, similar to the ten ASEAN countries in South East Asia.
“Travellers will naturally seek to move across the region to achieve a diverse range of travel experiences,” said Mr Charters.
“We don’t do fjords and glaciers, they don’t do deserts or tropical experiences – Australian and New Zealand are complimentary.
“And when you’re talking to markets in the northern hemisphere, asking them to take an expensive, long-haul flight you’ve got to make the offer irresistible.
“We have a strong delegation of key executives from New Zealand’s industry at the conference this year, so the discussions could be very interesting” said Mr Charters.
The three day Tourism Futures conference will present a thought-provoking agenda, with a raft of creative, forward looking concepts and perspectives, aimed at reinvigorating the tourism industry.Tourism Futures will be held from 5 – 7 July at the South Bank Institute of Technology, Brisbane.
Source = e-Travel Blackboard: C.F