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Article: TOURISM STRATEGY; Pure Thinking - The strategies for selling New Zealand New Zealand's tourism industry dates back to 1870 when Victorian ladies and gentlemen marvelled at the wonders of Tarawera's Pink and White Terraces. The industry has come a long way but there is still some distance to go. The future success of New Zealand's tourism industry will depend on the management and marketing strategies behind this rapid growth industry. Just how good are they?
- Article from:
- New Zealand Management
- Article date:
- November 26, 2004
- Author:
CopyrightCopyright 2004 New Zealand Management. Provided by ProQuest LLC. (Hide copyright information)
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Roll the calendar back to December 14, 1956. On this day the
Cabinet Committee on Economic and Financial Policy noted in its
summary of New Zealand's Treasury Economic Survey that the tourism
industry's earnings were negligible and unlikely to improve. On top
of this, says social historian Margaret McClure in her new history of
the industry The Wonder Country: Making New Zealand Tourism, the
sudden increase in tourists in 1955/56 to a grand total of 17,000 was
considered an anomaly, though not by its Minister of the day. Roll
forward to December 2004. Even the most far-sighted of that cabinet
committee 48 years ago could not have envisaged what awaited the