Stunning view of Queenstown from Bob’s Peak, showcasing the breathtaking beauty of another of New Zealand’s premier tourist destinations. Photo / Lawrence Murray / CC
By Tracy Harkison, Auckland University of Technology
What should visiting Aotearoa New Zealand cost your average tourist? The government has suggested raising the price of admission – otherwise known as the international visitor conservation and tourism levy (IVL) – from NZ$35 to $100.
The aim is to relieve New Zealand taxpayers and ratepayers of some of the tourism costs they currently bear. But it also raises important questions about our overall tourism strategy, and about who we are encouraging to visit.
The previous Labour government introduced the IVL in 2019 to contribute to tourism infrastructure and conservation projects, as well as help create productive, sustainable and inclusive tourism growth.
At the same time, Tourism New Zealand has been actively campaigning to attract tourists who will visit more regions, travel in different seasons – and spend more.
So, do we want to focus on attracting high-spending tourists? Or do we want to attract large numbers of all tourist types and charge them more? The answers will have wide implications for whether New Zealand becomes a niche, premium destination, or another stop on the mass travel map.
Value versus values
Tourism is a vital part of New Zealand’s economy, earning about $17.5 billion a year (around $48 million a day) before COVID. The pandemic put the industry on life support, of course, but it did provide a unique opportunity to rethink and reshape tourism policy.
One strategy that emerged was to attract “high-value” tourists rather than revert to the pre-pandemic model of mass tourism. Some popular destinations had been overwhelmed at times. This put a strain on both environmental sustainability and the quality of visitor experiences.
This proposed shift was not unique to New Zealand. During the pandemic, many countries explored the potential of more sustainable and higher-value tourism once borders reopened.
But New Zealand’s distinctive overseas marketing approach has long played up being a welcoming country for all. This tension between being inclusive as well as more exclusive also challenges the Māori concept of manaakitanga – hospitality and generosity – that has been key to tourism’s messaging.
The strategy and insights team at the Department of Conservation suggested a way through the paradox: shift the narrative from high-value tourism to values-based tourism that “gives more than it takes”.
Meanwhile, Tourism New Zealand was collecting data to understand more about how to attract and satisfy high-net-worth individuals, already targeted through its premium partnerships programme.
At that time, the then tourism minister, Stuart Nash, was talking up a new vision “to target high-quality tourists”. He later clarified this, saying “quality” referred to people staying at least ten days and spending more money. He also wanted New Zealand to be one of the world’s top three “aspirational destinations”
Calls to reset tourism strategy
A Tourism New Zealand survey released just before last year’s election suggested Nash’s message may have resonated with some – 15% were in favour of attracting a “higher quality” of tourist, and 30% wanted to limit the number of tourists on public land.
With tourism now approaching pre-COVID numbers and international visitor spending up $1.3 billion on the previous year, the question of how many and what kind of tourists we want becomes more urgent.
To that end, the business association Tourism Industry Aotearoa has released Tourism 2050: A Blueprint For Impact. It aims to “reset industry strategy” and calls for a national tourism policy statement from the government.
Among the blueprint’s ten recommended main actions, environmental sustainability and embracing Māori culture and knowledge stand out. This includes embedding the
Tiaki Promise, an industry initiative begun in 2018 to encourage tourists to care for New Zealand’s people, places and culture.
Finding the balance
With international visitor spending up 18% up on pre-COVID levels, Tourism New Zealand has been optimistic its strategy is paying off. But any increase in the international visitor levy will need to be communicated carefully.
While $100 may not seem a lot in the context of an overseas holiday’s overall cost, it is still another price barrier. And openly targeting high-value visitors suggests other visitors are low-value.
If the essence of manaakitanga is that people arrive as strangers but leave as whānau (family), the authenticity of New Zealand’s overall messaging needs to be clear.
It’s true that luxury travel is a growth market. But showcasing a commitment to the environment and Indigenous culture can appeal as much to a backpacker as to a high-net-worth individual.
Engaging local communities in tourism planning will be crucial to ensure the benefits are shared widely, and the whole country can show that manaakitanga. Fostering a more sustainable tourism industry means looking after everyone.
The success of the strategy lies in our ability to balance exclusivity with inclusivity: encourage all types of tourists, don’t raise the visitor levy by too much, and ensure New Zealand stays a welcoming and sustainable haven for all.
Tracy Harkison, Associate Professor, School of Hospitality and Tourism, Auckland University of Technology
This article is republished from The Conversation under a Creative Commons license. Read the original article.
![New Zealand In Depth12 Dec 2024 'Giant batmobiles': In search of the manta rays of the Hauraki Gulf 8:49 am on 12 December 2024 Share this Share on Twitter Share on Facebook Share via email Share on Reddit Share on Linked In Kate Newton Kate Newton , Senior Journalist, In Depth @katenewtonnz Every summer, the world's largest ray species cruises the waters of the Hauraki Gulf. Researchers are racing to find out more about these charismatic creatures as their habitat continues to decline around them. The plane's shadow skims over the wide ripples of the ocean, its twin engines throttled back into a low burr, searching. To the left in the distance is the Tutukaka coast and Whangārei Heads, and to the right, the Hauraki Gulf fades to a hazy horizon. But our eyes are fixed on the surface of the water just a few hundred metres below us. Then, crackling through our headsets, comes the one word we've been waiting to hear: "Manta." Exclamations erupt over the comms and everyone's eyes now swivel to where Catherine Meyer, seated near the front of the 10-seater on the left, is gesturing out the window. "My nine o'clock." The plane banks round into a tight loop. There, unmistakable against the peacock-blue, is the black diamond of an oceanic manta ray, te whai rahi - the largest ray species on the planet. A photo of a manta ray photographed from a planeDespite reaching up to nine metres wingtip-to-wingtip, spotting a manta ray from above still requires a sharp eye. Photo: RNZ / Cole Eastham-Farrelly For the past half-hour, we've been following the 200-metre depth contour beyond the Poor Knights Island group, along a route determined earlier that morning at Claris airport on Great Barrier Island. There, we rendezvoused with Lydia Green - island resident and project director of Manta Watch NZ, a charitable trust she founded in 2017 and has run mostly solo ever since. Manta rays, which can measure up to nine metres wingtip-to-wingtip, are found worldwide. Until recently, though, there was only anecdotal evidence of them visiting and living in New Zealand waters. Once Green and a crew of researchers and volunteers started running boat surveys, and encouraging citizen scientist sightings from fishing boats and other vessels, verified sightings exploded. Since 2020, there have been more than 1200 manta ray sightings between North Cape and Wellington, and Manta Watch has satellite-tagged 20 individuals that have been tracked as far north as the tropical Pacific. What Green really wants to prove is that these manta rays are no passing visitors, but a native population that breeds here. Consistent, frequent data collection is crucial. Despite being globally endangered, the species is classed as 'data deficient' in New Zealand - denying it the greater protections that would come with being declared locally endangered. The manta ray may need those protections. The biodiversity-rich Hauraki Gulf has been in a state of decline for decades, and last-minute carve-outs to the Hauraki Gulf / Tīkapa Moana Marine Protection Bill, a piece of legislation years in the making, have dismayed marine researchers and environmentalists. Today's flight is the first aerial survey of the gulf's manta ray population - covering in just a few hours an expanse of ocean that would take days and days to survey by boat, and taking Green ever closer to cracking the manta code. An aerial view over Claris and Kaitoke on Great Barrier Island's east coastThe survey flight took off from Claris on Great Barrier Island's east coast. Photo: RNZ / Cole Eastham-Farrelly At Claris, we board an angular, blunt-winged Britten-Norman Islander - a Swiss Army knife of a plane with big windows, and perfect for the low-altitude, low-speed cruising necessary to spot rays from above. From take-off, it takes just a few minutes to clear the hills of Great Barrier, where tree fern crowns pop like green starbursts from the otherwise dark bush. Then we're out over the ocean again, and already Green has spotted something. There's a work-up on the surface, where fish gather to feed, and in turn attract birds and larger marine animals. There's no ray action, though, and we head further out into the gulf. At the controls is Island Aviation pilot Hobby Hafiz, who has also flown aerial surveys in this area for BBC's Blue Planet. Green sits up front next to him, quietly directing Hafiz towards anything of interest she spots on the surface. Lydia Green is wearing a red tshirt and sunglasses and rests her arm on the back of a seat while sitting onboard a small plane.Manta Watch NZ project director Lydia Green prepared the route for the flight based on known manta ray hotspots. Photo: RNZ / Cole Eastham-Farrelly Also on board are World Wildlife Fund New Zealand chief executive Kayla Kingdon-Bebb, and two volunteer spotters and marine science postgraduate students, Sanaa Nair and Catherine Meyer. For Nair, this is the best day of her short career so far. As soon as she discovered Manta Watch existed, she pestered Green via email for a year, before eventually tracking her to a conference and demanding to volunteer. "I had no idea [manta rays] were here until two years ago. It just blew my mind." Manta rays have the largest brain of any fish, have no stinger, and eat only krill - like whales, they are gentle giants of the ocean. From her first sighting on a boat, Nair was captivated by these "large, beautiful, charismatic, insanely intelligent" animals. Armed with clipboards, she and Meyer take a side each, resting their foreheads against the windows as they scan intently for signs of life below. Catherine Meyer holds a pen ready to take notes while looking out a plane window.Marine science postgraduate student Catherine Meyer was one of two dedicated spotters on the flight, noting down the time and details of each manta ray sighting. Photo: RNZ / Cole Eastham-Farrelly Before Meyer spots that first ray, Green already has a working theory that they'll congregate along the contour lines, where the depth of the ocean floor changes. Here, the upwelling of fresh ocean water into shallower areas brings with it an abundance of the zooplankton that manta rays love to feast on. And after that first sighting, they're suddenly everywhere. It's all Meyer and Nair can do to note down the details of each one: the time it's spotted, its colouring, what kind of behaviour it's exhibiting. "I can't write fast enough!" Meyer says, but it's not a complaint. The excitement has infected everyone on board, shuffling and turning in our cramped seats every time someone says that magic word, "Manta." Hafiz the pilot joins in on the action, his keen aviator's eyes making him a natural - the rays may be big, but they're still tricky to spot from afar. Manta rays aren't all we spot. There are pods of dolphins, a Bryde's whale, flocks of pelagic birds, and a fever of 15 devil rays - the other species Manta Watch NZ aims to document and protect. Sanaa Nair, wearing an aviation headset, looks out a plane windowManta ray spotter Sanaa Nair pestered Lydia Green for a year to let her volunteer. Photo: RNZ / Cole Eastham-Farrelly By the time we land in Whangārei for a refuelling stop, the team has found 17 manta rays - a mix of the more common 'chevron' rays, which are black with white shoulder markings, and melanistic rays, which are completely black: "like giant batmobiles", Green says. The route back to North Shore airport takes us through the inner Hauraki Gulf, where we spot one more cruising manta ray to add to the day's total. "It's like a huge, exciting game of hide and seek," Green says the day after. The residual "manta buzz" kept her awake most of the night. "They're such an elusive animal and the biggest thing for me was just having a good idea of where I thought they'd be, because it's the first time we've ever conducted a dedicated aerial survey." Confirming her suspicion that manta rays would be found on the depth contour lines was "massive", she says. "I was just really proud of the knowledge that we've been able to collectively gain." Sanaa Nair, Lydia Green and Catherine Meyer laugh together sitting outside a small airport terminal.Sanaa Nair, left, Lydia Green and Catherine Meyer share their excitement together while going through a final pre-flight briefing. Photo: RNZ / Cole Eastham-Farrelly The concentration of sightings in the outer Hauraki Gulf also supports another hypothesis: that the rays stay out in deeper water at this time of year, and then as summer progresses and blue oceanic water inundates the gulf, they follow their food sources further inshore. "It sets a really good foundation for how we're going to conduct all of our survey efforts moving forward this year," Green says. From now until autumn, Green's life will be dictated by wind and tide. As Manta Watch's only permanent staff member, she juggles fundraising, upskilling volunteers, and doing outreach education, but her overriding concern at this time of year is organising vessels and crew for the boat surveys that the trust hopes to conduct over the season. Born in the middle of the UK, hours inland, Green nonetheless had an early and deep connection to the sea. "I was always drawn to bodies of water and I had an aquarium. And basically as soon as I had autonomy over my body, I went to the coast and I never looked back." She completed a marine biology degree and then dedicated her life to following the ocean, continuing to learn from first-hand experience. Seventeen years ago, she fetched up in New Zealand, and when she and her partner moved to Great Barrier four years ago, manta rays became a full-time job. An aerial image of the east coast of Great Barrier Island.Much of Manta Watch NZ's work is based out of Great Barrier Island in the Hauraki Gulf, where project director Lydia Green lives. Photo: RNZ / Cole Eastham-Farrelly The trust's work has grown organically, helped along by Green's "manta husband" Mark Erdmann, a coral reef ecologist based at the University of Auckland and non-profit organisation Conservation International. "He owns a boat, which is very helpful. He enabled the project to really grow in terms of the satellite tagging project." At other times, Green's work maintains a DIY element. She owns a drone, and will often put it up from shore at Okupu, the island settlement where she lives. At the height of the season the rays come close enough in that she's been able to collect footage of them, adding to the growing tally of sightings. But what she really wants is to get as many people involved as possible. Manta Watch will launch its citizen science app this week, which will let anyone who spots a manta ray log a sighting with the time, date, GPS location and other details such as photographs. Over 70 percent of the trust's sightings come from the general public, but Green says there is a lot of to-and-fro at the moment to glean the details they need to verify a sighting, and get good-quality images where they exist. Flourish logoA Flourish data visualization "With the app, it just streamlines everything and hopefully cuts out a big chunk of admin for our project. "The really cool function is that you can upload everything offline because a lot of these areas don't have cell service … and then it will upload when you've got signal." But at the same time that Manta Watch is seeing sightings rocket as people become aware of them and go "manta crazy", the ray's habitat is also under threat. The Hauraki Gulf is in "a state of advanced decline", WWF's Kayla Kingdon-Bebb says. "We've seen that through successive State of the Gulf reports produced through the Hauraki Gulf Forum. We're very concerned to see the health and mauri of Tīkapa Moana restored. We know that oceanic manta rays are a sentinel species, so they can tell us a lot about the health of the ecosystems in which they reside." Negotiations and give-and-take over more than a decade between ecologists, locals, mana whenua, commercial and recreational fisheries interests led to the drafting of the Tīkapa Moana / Hauraki Gulf Marine Protection Bill, which was introduced under the previous government and supported by the current government. The Bill will create 19 new protected areas, tripling protected areas from 6 percent to 18 percent of the gulf. Some of those are 'high-protection' areas, where fishing and other extractive activity is forbidden. A manta ray with white markings on its black back cruises in bright blue waterManta rays are globally endangered but the are classified as 'data deficient' in New Zealand as very little was known about them here until recently. Photo: Manta Watch NZ / Mark Erdmann](https://aoteagbi.news/wp-content/uploads/2024/12/4KFBYNY_NZ_MB_0089_2022_02_22_8_1_Mark_Erdmann_png-600x338.webp)
