20 - 016 - Tourism New Zealand · Since its inception the VIN concept and brand has evolved with...
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2013 - 2016 i-SITE New Zealand Corporate Profile and Strategic Plan
Transcript of 20 - 016 - Tourism New Zealand · Since its inception the VIN concept and brand has evolved with...
2013 - 2016i-SITE New Zealand Corporate Profile and Strategic Plan
Established as a
branded network in 1990,
there are now over 80
i-SITE Visitor Centres
around New Zealand,
with approximately 550 staff.
Each year, these staff
welcome around 8.9 million
visitor enquiries.
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Finding a perfect beach, a great place to stay or a restaurant the locals all
love can be the difference between an ordinary break and a holiday people
remember for the rest of their lives.
Friendly i-SITE staff working across New Zealand play an important role
in reinforcing New Zealand’s image as a welcoming destination. There is
no substitute for helpful local experts who can answer questions, provide
solutions and make arrangements efficiently.
High-quality service helps to maximise tourism benefits to local
communities and it also plays an integral part in helping to ensure visitors
are satisfied with their New Zealand holiday.
Research conducted by Tourism New Zealand in 2012 found that a total of
1.1 million international visitors visited an i-SITE while in New Zealand.
This is 41% of all visitor arrivals.
In 2012, domestic and international visitors spent a combined total of
almost NZ$16 billion. More than 2.5 million international visitors came to
New Zealand in that time, spending NZ$5.5 billion, while domestic visitors
spent NZ$10.4 billion.
With the opportunity to leverage off the increased international profile New
Zealand is enjoying from The Hobbit, further growth can be achieved.
However, the future of New Zealand’s tourism industry is not without its
challenges. Christchurch faces a long road to recovery after the earthquake
of 2011, and the consequences of the global economic crisis continue
to affect some of New Zealand’s key tourism markets.
I N T R O D U C T I O N F R O M T H E M I N I S T E R
Another challenge, of a more welcome kind, is the accelerating growth in
arrivals from Asian markets, particularly China. This growth will continue for
the foreseeable future and it will provide opportunities for operators and
i-SITEs, which are already stepping up to provide more foreign language
materials and to cater for new expectations.
It is against this backdrop that the i-SITE strategy for 2013-2016 has been
developed.
In an increasingly competitive international environment, positive word of
mouth will be more important than ever for New Zealand to hold its position
as one of the world’s top tourism destinations.
The contribution that i-SITEs make will continue to provide further value to
the visitor experience, ensuring visitors return to their home countries and
spread the message that New Zealand is among the best holiday
destinations in the world.
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Rt Hon. John Key
Prime Minister and Minister of Tourism
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M I S S I O N
To operate i-SITE New Zealand as an innovative business which
delivers value to member i-SITEs.
V I S I O N
To be a world - leading official information and booking network,
delivered on the ground and virtually, by enhancing the value visitors
gain from their New Zealand destination experience.
G O A L
The i-SITE network becomes more viable by:
helping more international and domestic customers,
distributing more product for the industry and
containing or reducing the local government investment
required to underwrite the network.
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H I S T O R Y
Providing quality information for tourists is a proud tradition in New Zealand.
In 1990 the Visitor Information Network (VIN) was established by the New Zealand Tourist and Publicity Department (now Tourism New Zealand).
Since its inception the VIN concept and brand has evolved with Tourism New Zealand taking a key role in its development. In 1999 the Visitor Information Network became an incorporated society (VIN Inc).
Visitor Centres nationwide must apply to i-SITE New Zealand if they wish to become an accredited member of the Network and ultimately use the Network’s brand – i-SITE, which was first launched in 2002.
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N E W Z E A L A N D T O U R I S M B O A R D
& V I N I n c
Tourism New Zealand manages the i-SITE brand through funding and
in-kind support to i-SITE New Zealand, who in turn market and support
the network.
This initiative helps to ensure New Zealand delivers on the promise
Tourism New Zealand promotes through the 100% Pure New Zealand campaign,
encouraging visitors to do more and see more during
their holiday.
New Zealand’s reputation as a visitor destination relies on the ability
to consistently provide world-class visitor experiences and ensuring
we send our visitors home satisfied, building on New Zealand’s reputation
as the ultimate holiday destination. This is ably assisted by the i-SITE network.
PHOTO: JAMES HEREMAIA
41% of all international visitors use an i-SITE*
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i - S I T E N E W Z E A L A N D M A N A G E M E N T
i-SITE New Zealand is managed by a Board of Directors and Executive team. The Board consists of six directors.
Two directors and the chair are appointed by Tourism New Zealand and the other three directors are nominated and voted to the Board by the Network’s members. The Executive Team is made up of Tourism New Zealand staff.
The management, administration and marketing of i-SITE New Zealand is largely funded through an annual grant from Tourism New Zealand and membership fees. The day-to-day running of individual centres is funded by booking fees, retail sales and other income, and supported by local government either directly or indirectly (through incorporated societies, trusts or Council controlled organisations).
PHOTO: BEN CRAWFORD
* Research: Visitor Experience Monitor June 2012
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O U R B R A N D
The i-SITE brand creates a distinctive look which distinguishes the official network from other information centres.
By combining the two strong, simple images, the i-SITE logo has the potential to cut through the myriad of tourism offerings. The logo incorporates the internationally recognised symbol for information – the letter ‘i’ - and the Brand New Zealand fern mark.
The fern mark is used in both New Zealand’s offshore marketing and by Qualmark, our official quality assurance provider.
It represents our focus on the delivery of quality information and product.
Visitors recognise the fern mark as representing excellence in tourism products and service – linking our destination marketing, quality assurance and i-SITE Visitor Centres together. A refresh of the brand is planned in the first year of the new strategy.
“We always knew that there would be an i-SITE
in every town to help us with planning. The
staff were all extremely knowledgeable and quickly
recognised our needs. All were extremely friendly
and had time to talk to us in busy centres.”*
*i-SITE Perceptions Research 2010
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P R O M O T I N G T H E B R A N D
Our marketing strategy is aimed at raising awareness of i-SITE and its service offering amongst both domestic and international travellers.
i-SITE New Zealand produces resources, including a i-SITE location map, website and corporate profile. The collateral points visitors to where they can find i-SITEs across the country and encourages multiple use of i-SITEs.
The resources are also used to promote i-SITEs offshore via trade and consumer shows, and to advocate for continued Local Government support in the operation of i-SITEs.
Individual i-SITE Visitor Centres are encouraged to promote their own centre under the i-SITE brand in local tourist guides and maps and within other local community publications.
Visitor contacts for 2011 are estimated to have been 8.9 million*
*Deliottes Research 2011/12
i-SITE Visitor Information Centre Network www.i-SITE.org
www.i-SITE.org
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North Island i-SITE Visitor Centres
Experience New Zealand like a local – wherever your travels take you.
We know all the best things to do, places to stay and ways to get there. Plus we’ll take care of your bookings.
• Itinerary planning and information• Bookingsnationwide–accommodation,activities,transport• Freemaps,weather&mountainsafetyinformation• Localinformation–events,attractions,restaurants&more!
Start with i-SITE today.
NORTHLANDBAY OF ISLANDS i-SITE The Wharf, Marsden Rd, PaihiaT (09) 402 [email protected]
FAR NORTH i-SITE Cnr Matthews Avenue, Kaitaia & South StreetT (09) 408 [email protected]
HOKIANGA i-SITE SH12, OpononiT (09) 405 [email protected]
WHANGAREI i-SITE 92 Otaika Rd, WhangareiT (09) 438 [email protected]
AUCKLANDAUCKLAND i-SITE – DOMESTIC TERMINALAir NZ Domestic Terminal, Auckland Airport T (09) 365 [email protected]
AUCKLAND i-SITE – INTERNATIONAL TERMINALArrivals Hall, International Terminal, Auckland Airport T (09) 365 9925 [email protected]
AUCKLAND i-SITE – PRINCES WHARF137 Quay St, AucklandT (09) 365 [email protected]
AUCKLAND i-SITE – SKYCITYLevel P3, Skycity, Cnr Victoria & Federal Sts, AucklandT (09) 365 [email protected]
DEVONPORT i-SITE 3 Victoria Rd, DevonportT (09) 365 [email protected]
WAIHEKE ISLAND i-SITE 118 Oceanview Road, OneroaT (09) 372 [email protected]
WARKWORTH i-SITE 1 Baxter St, WarkworthT (09) 365 [email protected]
WAIKATO/KING COUNTRYCAMBRIDGE i-SITE Cnr Queen and Victoria Sts, CambridgeT (07) 823 [email protected]
HAMILTON i-SITE Garden Place, HamiltonT (07) 958 [email protected]
HUNTLY i-SITE 156 Great South Rd, HuntlyT (07) 828 [email protected]
MATAMATA i-SITE 45 Broadway, MatamataT (07) 888 [email protected]
OTOROHANGA I-SITE 27 Turongo St, OtorohangaT (07) 873 [email protected]
PUTARURU i-SITE 6 Main Street, PutaruruT (07) 883 [email protected]
TAUMARUNUI I-SITE Railway Stn, Hakiaha St, TaumarunuiT (07) 895 [email protected]
TE AROHA I-SITE 102 Whitaker St, Te ArohaT (07) 884 [email protected]
TE AWAMUTU i-SITE 1 Gorst Ave, Te AwamutuT (07) 871 [email protected]
TE KUITI i-SITE Rora St, Te KuitiT (07) 878 [email protected]
TIRAU i-SITE SH1, TirauT (07) 883 [email protected]
TOKOROA i-SITE SH1, TokoroaT (07) 886 [email protected]
WAITOMO i-SITE 21 Waitomo Caves Rd, WaitomoT (07) 878 [email protected]
COROMANDELTHAMES i-SITE 206 Pollen St, ThamesT (07) 868 [email protected]
WHANGAMATA i-SITE 616 Port Rd, WhangamataT (07) 865 [email protected]
WHITIANGA i-SITE 66 Albert St, WhitiangaT (07) 866 [email protected]
BAY OF PLENTYOPOTIKI i-SITE 70 Bridge St, OpotikiT (07) 315 [email protected]
TAURANGA i-SITE 95 Willow St, TaurangaT (07) 578 [email protected]
WHAKATANE i-SITE Cnr Quay St & Kakaharoa Drive, WhakataneT (07) 306 [email protected]
VOLCANIC PLATEAUROTORUA i-SITE 1167 Fenton St, RotoruaT (07) 348 [email protected]
RUAPEHU i-SITE 54 Clyde St, OhakuneT (06) 385 [email protected]
TAUPO i-SITE 30 Tongariro St, TaupoT (07) 376 [email protected]
TURANGI i-SITE Ngawaka Place, TurangiT (07) 386 [email protected]
EAST COAST/HAWKES BAYGISBORNE i-SITE 209 Grey St, GisborneT (06) 868 [email protected]
HASTINGS i-SITE Cnr Russell & Heretaunga St East, HastingsT (06) 873 [email protected]
NAPIER i-SITE 100 Marine Parade, NapierT (06) 834 [email protected]
WAIROA i-SITE Cnr SH2 & Queen St, WairoaT (06) 838 [email protected]
TARANAKINEW PLYMOUTH i-SITE 65 St Aubyn St, New PlymouthT (06) 759 [email protected]
SOUTH TARANAKI i-SITE 55 High St, HaweraT (06) 278 [email protected]
STRATFORD I-SITE Miranda St, StratfordT (06) 765 [email protected]
MANAWATU/WANGANUIPALMERSTON NORTH i-SITE The Square, Palmerston NorthT (06) 350 [email protected]
TARARUA i-SITE 42 Vogel St, WoodvilleT (06) 376 [email protected]
WANGANUI i-SITE 31 Taupo Quay St, WanganuiT (06) 349 [email protected]
WELLINGTONHUTT CITY i-SITE The Pavilion, 25 Laings Rd, Lower HuttT (04) 560 [email protected]
MARTINBOROUGH i-SITE 18 Kitchener St, MartinboroughT (06) 306 [email protected]
MASTERTON i-SITE Cnr Dixon and Bruce Sts, MastertonT (06) 370 [email protected]
OTAKI i-SITE 239 Centennial Park, SH1, OtakiT (06) 364 [email protected]
PARAPARAUMU i-SITE Coastlands, Rimu Road, ParaparaumuT (04) 298 [email protected]
PORIRUA i-SITE 8 Cobham Court, PoriruaT (04) 237 [email protected]
UPPER HUTT i-SITE Expressions Art & Entertainment Centre836 Fergusson Drive, Upper HuttT (04) 527 [email protected]
WELLINGTON i-SITE Civic Square, Cnr Victoria & Wakefield Sts, WellingtonT (04) 802 [email protected]
Search for i-SITEs
and get the latest map
on your smart phone:
i-SITE Visitor Information Centre Network www.i-SITE.org
South Island i-SITE Visitor CentresNELSON/TASMANGOLDEN BAY i-SITE Willow St, TakakaT (03) 525 [email protected]
MOTUEKA i-SITE 20 Wallace St, MotuekaT (03) 528 [email protected]
NELSON i-SITE Millers Acre Centre, Taha o te Awa,77 Trafalgar St, NelsonT (03) 548 [email protected]
MARLBOROUGHBLENHEIM i-SITE 8 Sinclair St, BlenheimT (03) 577 [email protected]
PICTON i-SITE The Foreshore, PictonT (03) 520 [email protected]
WEST COASTFRANZ JOSEF i-SITE Main Rd, SH6, Franz JosefT (03) 752 [email protected]
GREYMOUTH i-SITE 164 Mackay St, GreymouthT (03) 768 [email protected]
HOKITIKA i-SITE 36 Weld St, Hokitika T (03) 755 [email protected]
PAPAROA NATIONAL PARK i-SITE Main Rd, SH6, PunakaikiT (03) 731 1895 [email protected]
REEFTON i-SITE 67-69 Broadway, ReeftonT (03) 732 [email protected]
WESTPORT i-SITE 113 Palmerston St, WestportT (03) 789 [email protected]
CANTERBURYASHBURTON i-SITE East St, AshburtonT (03) 308 [email protected]
CHRISTCHURCH i-SITE Botanic Gardens, Rolleston AvenueT (03) 379 [email protected]
CHRISTCHURCH AIRPORT i-SITE International Arrivals Hall, Christchurch AirportT (03) 353 [email protected]
GERALDINE I-SITE Cnr Cox & Talbot Sts, GeraldineT (03) 693 [email protected]
HURUNUI i-SITE 42 Amuri Ave West, Hanmer Springs T (03) 315 [email protected]
KAIAPOI i-SITE Railway Station, Charles St, KaiapoiT 03 327 [email protected]
KAIKOURA i-SITE West End, KaikouraT (03) 319 [email protected]
METHVEN i-SITE 160 Main St, MethvenT (03) 302 [email protected]
TIMARU i-SITE 2 George St, TimaruT (03) 687 [email protected]
CENTRAL OTAGO/SOUTHERN LAKESALEXANDRA i-SITE 21 Centennial Ave, AlexandraT (03) 448 [email protected]
CROMWELL i-SITE 47 The Mall, CromwellT (03) 445 [email protected]
FIORDLAND i-SITE Lake Front Drive, Te AnauT (03) 249 [email protected]
LAKE WANAKA i-SITE100 Ardmore St, WanakaT (03) 443 [email protected]
QUEENSTOWN i-SITE Clocktower Building, cnr Camp & Shotover Sts, QueenstownT (03) 442 [email protected]
RANFURLY i-SITE 3 Charlemont St East, RanfurlyT (03) 444 1005 [email protected]
OTAGO/SOUTHLANDCLUTHA i-SITE 4 Clyde St, BalcluthaT (03) 418 [email protected]
DUNEDIN i-SITE 26 Princes St, DunedinT (03) 474 [email protected]
INVERCARGILL i-SITE Queens Park, 108 Gala St, InvercargillT (03) 211 [email protected]
OAMARU i-SITE 1 Thames St, OamaruT (03) 434 [email protected]
www.i-SITE.org
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Search for i-SITEs
and get the latest map
on your smart phone:
All I-SITEs provide information on National Parks and DOC Great Walks
All I-SITEs are Qualmark accredited
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“The staff in the i-SITEs were very helpful and
helped me find where I was going on numerous
occasions.”*
*i-SITE Perceptions Research 2010 Quality Promise
Quality Information
Quality Product
D E L I V E R I N G A Q U A L I T Y V I S I T O R E X P E R I E N C E
It is vital for the development of tourism in New Zealand that visitor experiences deliver on the brand promise and match or exceed visitor expectations.
Therefore constant improvement of training and service standards are a priority for the Visitor Information Network.
Being an accredited member means an individual centre has met Network standards, which includes ensuring staff are well trained, knowledgeable and provide objective, quality information.
i-SITE Visitor Centres are also Qualmark endorsed and profile those accommodation and tourism businesses which carry the Qualmark™. Qualmark is New Zealand’s official mark of tourism quality. Businesses that carry the mark have been independently assessed as professional and trustworthy so visitors can book and buy with confidence.
Qualmark is a joint venture between Tourism New Zealand and the New Zealand Automobile Association. Businesses that are eligible to use the Qualmark™ trademark are listed on the website www.qualmark.co.nz.
With quality systems in place, support from the industry and Tourism New Zealand, New Zealand is equipping itself with the systems to consistently ensure it is able to meet and exceed visitor expectations and to deliver on the industry goal of lifting the quality of the visitor experience.
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T H E i - S I T E C O N S U M E R
i-SITE New Zealand participates in Tourism New Zealand research to find out more about visitor centre users. The research is used to help i-SITE New Zealand effectively promote and profile the Network to ensure its members provide those services and products that continue to meet and exceed users’ expectations.
The Network provides a service to international visitors, domestic visitors and locals. In 2011, a total of 1.1 million international visitors visited an i-SITE while in New Zealand. This is 41% of all international visitor arrivals.
Visitor Experience Monitor, June 2012
Providing a service to New Zealanders at home and while they are on holiday, 72% of domestic travellers are aware of i-SITE network, and half of all domestic visitors have used an i-SITE in the past six months.
Nexus Research, March 2010
“We never had a bad experience. i-SITEs were easy to find and always a reliable source of information.”*
W H O U S E S i - S I T E V I S I T O R C E N T R E S ?
In 2011, a total of 1.1 million international visitors visited an i-SITE while in New Zealand.
*i-SITE Perceptions Research 2010
Ger
man
y
77%
Aus
tral
ia
29%
US
A
33%
UK
5
6%
Chi
na
30%
International visitors
% of total arrivals into New Zealand who will use an i-SITE Visitor Centre
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T H E ‘ I D E A L ’ V I S I T O R C E N T R E
i-SITE Visitor Centres are the front door to New Zealand’s unique offerings and experiences, for all visitors need to know about what to see, where to go and how to get there.
Visitors may browse and study brochures and maps in their own time. They can plan a day’s activities or a whole holiday.
Many centres also have free Wi-Fi and some have cafés inside or nearby so visitors can sit and relax over a cup of coffee, digesting the information they’ve obtained, or email friends and family back home.
Visitors place great importance on face-to-face communication, and value the ability to chat directly with visitor centre staff who can offer a wealth of local knowledge and professional travel expertise.
With numerous activities to do and sights to see, i-SITE Visitor Centres provide a welcome environment, seven days a week where people can take their time to find out as much as they want about a specific region or regions.
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L O C A T I N G A V I S I T O R C E N T R E
Visitors normally locate an i-SITE Visitor Centre by walking or driving by, using a printed or on-line map or travel guide and many visitors are often referred by an accommodation provider, friend or local (i.e. word-of-mouth).
Visitors also look out for i-SITE’s directional and shop front signage.
i-SITE Centres are:
• Generallylocatedinprimecentralcityareaswithhighlyvisiblebuildinganddirectional signage
• Areonthemainvisitorroutethroughatownship
• AlsolocatedattheairportinsomeofNewZealand’slargestcities
• Wellidentifiedinmaps,guidebooksandataccommodationproviders.
Ensuring locals are well aware of their i-SITE, the services it offers and where it is located, is also extremely important.
“Very easy to locate, plenty of accessible information and person to person service.”*
*i-SITE Perceptions Research 2010
14A D D I N G V A L U E T O L O C A L E C O N O M I E S
New Zealand’s i-SITE Visitor Centres help to ensure international and domestic visitors are doing and spending more while they travel around New Zealand.
In addition, i-SITEs also offer an excellent platform for local operators and service providers to promote and sell their businesses and for communities and regions to promote local events and public amenities.
Sixty nine per cent of international i-SITE users were influenced in their decision to use a local activity, accommodation or transport provider.
i-SITE Visitor Centres also create significant social benefits to communities, offering employment opportunities and an important community facility that:
• Displayslocalpromotionalmaterial/brochures
• Encouragesvisitorstostaylongerandexperiencemoreactivitiesin the region
• Enhancesvisitorexpenditureinthelocalareaandregion.
*International Visitor Survey, October 2012
International tourism is one of New Zealand’s
largest earner of foreign exchange with $5.5 billion
spent in New Zealand by international visitors in the year to September 2012.*
15M E M B E R S H I P B E N E F I T S
What does the Network offer members?
• Use of the Network’s distinctive i-SITE brand and reputation as New Zealand’s official visitor information network
• Promotion of the i-SITE brand and Network through an annual marketing campaign that includes guidebooks, in-flight magazines, travel publications and airport displays
• Access to the Network’s extranet website, which provides various policies, procedures and business practice templates, research reports and training information for members’ reference
• Listing on the i-SITE map distributed nationally and internationally
• Participation in the annual membership Qualmark assessment process that provides centres the opportunity to evaluate their performance and to continually improve the quality of their operations and customer service
• Access to i-SITE New Zealand Training which incorporates unit standards from the national qualifications framework towards the National Certificate in Tourism Level 4 and Diploma in Business Level 5
• Profile in Tourism New Zealand’s promotional material including its website www.newzealand.com, ensuring visitors will recognise network members and the values they represent
• Access to benchmarking research
• Regular communication with other members, via workshops, seminars and the i-SITE New Zealand annual conference
• Guidance and policy direction from the VIN Inc Management.*Louise van de Vlierd, Dunedin i-SITE Manager
“The value of i-SITE membership is being part of a nationwide network with a very recognisable and respected brand. As well as the availabilty to share information between i-SITEs for the benefit of visitor experiences.”*
T O U R I S M N E W Z E A L A N D
Tourism New Zealand is a Crown Entity funded by the New Zealand Government and established under the New Zealand Tourism Board Act 1991.
Headed by a Board of Directors appointed by the Minister of Tourism, Tourism New Zealand has around 110 staff working from two offices in New Zealand and nine around the world. From humble beginnings, is now the oldest tourism marketing department in the world.
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1 0 0 % P U R E N E W Z E A L A N D
Tourism New Zealand and Regional Tourism Organisations work hard to get the right tourists to New Zealand.
Tourism New Zealand’s tourism marketing campaign is 100% Pure New Zealand. When it was launched in 1999, it was the first time New Zealand had one message in all of its tourism markets around the world. The campaign was developed to be clear and concise: to communicate a single message about New Zealand that captured the imagination of our target market.
The campaign aims to personalise the New Zealand holiday experience and bring to life the diverse tourism experiences available in New Zealand. Authentic and memorable experiences are the major draw card, while New Zealand’s beautiful scenery and environment are a vital part of the ongoing story as the backdrop.
Consumer marketing including advertising, promotions and online marketing work is the most visible part of Tourism New Zealand’s work offshore.
PHOTO: JAMES HEREMAIA
Tourism New Zealand is the organisation
responsible for marketing New Zealand to the world
as a tourist destination.
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N E W Z E A L A N D ’ S T A R G E T M A R K E T : A C T I V E C O N S I D E R E R S
In order to get the best value from its marketing spend, Tourism New Zealand targets those who are already actively considering coming to New Zealand on holiday.
These people are not just aware of New Zealand and interested in coming here ‘some day’; they already have New Zealand on their list of preferred future holiday destinations. They are also aged over 18 and are willing to spend a minimum set amount on their holiday here.
Tourism New Zealand conducts research to identify who these people are, what’s important to them, what appeals about New Zealand and what a New Zealand holiday would look like for them.
New Zealand’s top six international tourism markets are Australia, China, USA, UK, Germany and Japan. For further information about these markets, go to:
www.tourismnewzealand.com/markets-and-stats
JAPAN UK
AUSTRALIA CHINA
GERMANY USA
i-SITEs encourage visitors to do more and spend more: i-SITE users are long stay visitors and spend on average, more during their stay here than non-users.
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I - S I T E N E W Z E A L A N D S T R A T E G Y 2 0 1 3 - 2 0 1 6
Our new i-SITE strategy was developed during a period of consultation with our membership during 2012 and was approved by the i-SITE NZ Board in November 2012.
It was formulated amidst a number of challenges facing the network including:
• Increasingfundingpressureandscrutinyfromlocalgovernment
• Achangeinthemixofinternationalvisitorswithdifferenttravelpreferences, resulting in reduced awareness and usage of the network.
• Averagetransactionvaluesdeclining
• Changesinmobiletechnologyusagebytravellers
The strategy is one for the network as a whole. Individual i-SITEs still need their own business planning documents but this will offer guidance.
In addition to a refined mission, vision and goal there are four key strategies that will be implemented over the current three year period:–
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K E Y S T R A T E G I E S•Growourprofilethroughpartnershipbrandmarketing.•Boostnetworkproductivity.•Adequatelyresourcei-SITENZandreviewrulestoempowermembers•Increasei-SITEbusinessintelligenceanddemonstratevalue to our stakeholders
S T R A T E G Y 1 - G R O W O U R P R O F I L E T H R O U G H P A R T N E R S H I P B R A N D M A R K E T I N G
• Refinethei-SITEbrandtobettercommunicateourroleandvalueproposition
• Reprioritisei-SITEfunding,engagingTourismNewZealandandotherpartners to deliver more effective brand marketing for inbound markets
• Increasei-SITEawarenessandusebyKiwistoboostdomesticsalesandto reach overseas visiting friends and relatives markets
• Immersei-SITEsindigitalpromotionandinformationprovision,includingnewzealand.com, apps and mobile geo-location technology
• InvestigateprovisionoffreeWi-Fithroughoutnetworktoattractvisitors
S T R A T E G Y 2 - B O O S T N E T W O R K P R O D U C T I V I T Y
• Re-focusnetworktrainingontopicsofprimaryrelevancetoi-SITEs
• Improvetheefficiencyofi-SITEbookingandinformationsystems
• Fostermoreproductivemembernetworking
• Developandsharebestpracticeresources
• Developopportunitiestogrowmarginandnewrevenuestreams
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S T R A T E G Y 3 - R E S O U R C E I - S I T E N Z A N D E N C O U R A G E M E M B E R S T O I N N O V A T E A N D F I N D E F F I C I E N C I E S
• Strengtheni-SITEstaffingresourcewithinTourismNewZealand
• Membershipfeeinvestmentlevelsmaintainedwithanallowanceforinflation increases
• Adjustcriteriatoreduceunnecessarycompliancecostsformembersandlocal government
• Encourageregionalintegrationofi-SITEs
• Developstrongerandmoreconsistentvisitorinformationdeliverypartnerships with Department of Conservation
• StrongerpartnershipswithQualmarkandMaoriproduct
S T R A T E G Y 4 - I N C R E A S E I - S I T E B U S I N E S S I N T E L L I G E N C E A N D D E M O N S T R A T E V A L U E T O O U R S T A K E H O L D E R S
• Investinmorerobustmonitorsofi-SITEeconomicimpacts–monthlydata reporting on key metrics by all i-SITEs
• Plananddeliveralocalgovernmentandindustryadvocacyprogramme
• Engageindustrysupportforsustainablecommissionbookingmodels
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I N S U M M A R Y , T H E S T R A T E G Y W I L L D E L I V E R …
• Confirmationofanewstrategic alignment with Tourism New Zealand
• Arefreshed logo highlighting i-SITEs as New Zealand’s official information and booking network
• Morebrand marketing for inbound markets particularly Asia
• Higher profile for i-SITEs in all Tourism New Zealand digital channels
• Trainingfocusedoncustomer service and up-selling techniques
• Facilitateimprovedbooking and information systems
• i-SITEstaff support within Tourism New Zealand
• Stablemembershipfunding levels with more directed to marketing and training
• Moreflexible opening hours catering to visitor demand with after hours back up
• StrongerpartnershipswithDepartment of Conservation, Qualmark and Maori
• Local government owners understanding and valuing their investment
Through this strategy i-SITE New Zealand will achieve its vision of being a world leading official information and booking network.
i - S I T E N E W Z E A L A N D
Tourism New Zealand - Manaakitanga Aotearoa
Level 22 Vodafone house, 157 Lambton Quay, PO Box 95, Wellington, New Zealand
ph: +64 4 462 8055 email: [email protected] website: www.i-SITE.org
iSITENZ iSITENZ
