Maximising Our Tourism Marketing Dollar

There is much excitement in the tourism market at the moment around the current visitor numbers and the projected growth over the next few years.

The current industry focus is very much about getting visitors here and Tourism NZ has been doing a great job, however Kevin Bowler CEO Tourism NZ would be the first to admit that just getting them here is only half the job.

To maximise our limited tourism marketing budget we need to ensure that those visitors return home raving about their visit and recommending us to everyone.

In today’s highly competitive tourism market customers have a huge amount of choice and for many we are just one of those choices. Businesses are increasingly aware of just how powerful customer recommendation has become in a world where we are bombarded with marketing promises that set our expectations and in too many instances those expectations are never met.

The recently released Tourism 2025 strategy has a focus on revenue rather than numbers and a frame work that has as one of its focuses “the visitor experience” and the importance of delivering an outstanding experience.

Research clearly indicates that customers will spend more on a quality experience and are far more likely to recommend to others products, services and destinations that have exceeded their expectations.

The challenge for the tourism industry is to now ensure that the focus is on not just meeting visitor expectations but exceeding those expectations to ensure we do reap the rewards of customer recommendation and fully maximise both our international and regional marketing spend.

Developing a visitor centric culture within individual businesses to ensure the visitor experience delivers on Tourism 2025 is vital. The challenge is for the industry to commit to investing in the expertise and skills required to adopt this.

The great news is that there is an organisation that is not only passionate about this country’s tourism industry and the quality and consistency of the experience visitors receive but has a proven visitor experience development programme that can be tailored for the wide cross section of businesses that make up the visitor industry.

For more details please visit


Chris Bell is the Managing Director of Customer Experiences a company that specialises in the development of high quality customer experiences.

For further information mb 027 2792360