Professional Profile

Craig Wilson is director and primary consultant of Quality Tourism Development Limited. Craig specialises in sustainable tourism development including strategic planning and implementation, new product development, customer experience management, marketing and brand development, community / cluster development and facilitation.

He has 25 years experience in the corporate and consulting environment in both New Zealand and Australia, including 20 years in the New Zealand tourism sector. He was General Manager, Marketing and acting Chief Executive for Tourism Auckland. Prior to this, Craig was Marketing Manager and Business Development Manager for Tranz Scenic (the long distance passenger train division of Tranz Rail) and Area Sales Manager for BP Oil in Sydney, Australia.

Craig’s strengths in strategic planning, marketing, branding, business development and business management result through his experience in sectors as diverse as tourism, energy, retail, fast moving consumer goods and local government.

Projects and roles include:

Marketing and Branding

Marketing advisor to The New Zealand Cycle Trail Inc. (NZCT Inc.) including producing a comprehensive trade directory annually for promoting the 22 Great Rides available across New Zealand, 2013 to 2016.

Conducted a review of the unique selling proposition for the Cook Islands as a visitor destination for the Cook Islands Tourism Corporation, 2015.

Co-developed a new Marlborough Story proposition for businesses (tourism and non-tourism) within Marlborough to be able to use in differentiating the regional offering, 2013.

Facilitated the brand development process and briefing the design of a new destination marketing brand for the Kapiti District, 2012.

Managed the production of the new brand and marketing material for a new visitor attraction at Denniston for Development West Coast and the Department of Conservation.

Managed the New Zealand Food and Wine Tourism Network – a marketing and product development collective of over 40 member businesses, 2004 to 2011.

Product Development

Delivered product development & marketing workshops for NZCT Inc. 2011 to 2016. Produced a feasibility report for a major new festival for Rotorua District Council in 2015. Reviewing the sub-regional positioning options and new product development opportunities

for Northland’s Twin Coast Discovery Highway touring route, 2015. Member of the Ministry of Economic Development’s (now MBIE’s) Technical Advisory Group

to The New Zealand Cycle Trail Project providing trail feasibility, tourism business and product development advice, 2009 to 2013.

Produced a Product Development Plan for a new North Canterbury Food & Wine Trail, 2007. Developed Qualmark New Zealand’s new star grading system for Guest & Hosted

accommodation, re-developed their star grading system for hotels, and assisted in developing an assessment system for exclusive accommodation, 2001 to 2005.

Co-developed the endorsement programme for non-accommodation tourism businesses such as adventure operators, attractions, transport and other service operators for Qualmark New Zealand Limited, 2002 to 2004.

Aid Programme Advice

Tourism Panel member (part-time) assisting New Zealand’s Ministry of Foreign Affairs and Trade International Development Group, 2013 to 2016.

Completed an evaluation of the Cook Islands Tourism Sector Support Programme, 2015. Produced a Feasibility Study and Activity Design Document for Visitor Trails and Niche

Tourism Development in the Cook Islands, 2014. Produced an activity concept, budget and implementation detail for the Ambassador

Programme (Pilot) in Vanuatu, 2013.

Strategic Planning

Advised the Holiday Accommodation Parks of New Zealand (HAPNZ) and their members on marketing opportunities and marketing planning, 2013 to 2015.

Reviewed the tourism strategies and New Zealand tourism support programmes of several Pacific Island Countries as part of the advice provided to the Ministry of Foreign Affairs (NZ Aid Programme), 2012 / 2013.

Co-produced a Strategic Plan for Nelson Winegrowers, 2013. Facilitated strategic planning workshops for various clients including clusters of tourism

businesses, regions and district councils, 2007 to 2013. Produced the Draft New Zealand Arts, Heritage and Cultural Tourism Strategy to 2015 for the

Ministry for Culture and Heritage, 2008. Produced a Tourism Marketing Strategy for the NZ Historic Places Trust, 2007. Developed tourism strategies for Taranaki region and the Buller plus Waitaki Districts, 2004

to 2006.

Research

Interviewed key stakeholders in Queenstown and Central Otago and produced a wine tourism opportunities report for Destination Queenstown, 2012.

Reviewed tourism sector performance in the Bay of Plenty, including Rotorua, and recommended courses of action for the next 10 years for Environment Bay of Plenty, 2010.

Produced a research report on high performing collaborations in tourism for New Zealand Trade & Enterprise, 2007.

Compiled a research report on developing major ‘homegrown’ events for Auckland City Council, 2006.

Produced a research report on visitor behaviours for Bungy New Zealand Limited, 2004.

Tourism Business Owner Training and Mentoring

Delivered presentations on how to grow tourism business revenue as part of the Tourism Industry Association’s “Think Different” workshops around New Zealand, 2014.

Mentored Maori Tourism operators in the Ruapehu, Rangitikei and Whanganui Districts as part of the Te Kahui Tupua (Sacred Peaks) Major Regional Initiative, 2011.

Mentor of Maori tourism businesses around New Zealand as part of the Maori Tourism Mentoring Programme, 2009 - 2011.

Developed and presented Tourism Fast Track, a training programme for owners and managers of tourism businesses. This in depth programme offered four half day workshops, practical templates and individual coaching sessions to over 150 tourism operators around New Zealand, 2007 – 2011.

Professional Activities of Craig Wilson

Trustee of the Brook Waimarama Sanctuary, a new wildlife sanctuary and visitor attraction being developed near Nelson City, 2013 to 2016.

Advisor to the Ministry of Economic Development’s Technical Advisory Group (TAG) for the New Zealand Cycleway Project, 2009 to 2013.

Director of Simply Wild Ltd an exclusive tour operator providing luxury wilderness experiences in the Nelson region, 2008 to 2011.

New Zealand Tourism Awards Judge, 2010.

Director of the Wild & Sneaky Art Festival in Nelson, 2010.

Established and managed the New Zealand Food and Wine Tourism Network comprising 40 member companies including regional tourism organisations and local wineries, food producers, accommodation providers and tour companies, 2004 to 2010.

Board member of Whenua Iti Outdoor Pursuits Centre in Motueka, 2007 to 2009.

Member of the Taranaki Tourism Advisory Group (TAG), 2006 to 2008.

Trustee of the Waiheke Community Cinema, Auckland, 2002 to 2004.

Member of the Cruise New Zealand management committee, which markets New Zealand internationally as a cruise ship destination, 1999 and 2000.

Member of the Super Yacht Marketing Network, a joint venture between Tourism New Zealand, Trade New Zealand, participating regions and the New Zealand Marine Export Group, 1999 and 2000.

Relevant Awards

Winner of the Supreme Award and Transportation and Tours category, 1997 New Zealand Tourism Awards for Tranz Scenic’s “Great Train Escapes” (train travel, accommodation and activity packages).

Qualifications

Bachelor of Commerce majoring in marketing management and accounting, University of Otago, New Zealand.

Certificate of Direct Marketing from the Direct Marketing Association of New Zealand.