Photo: RNZ
A tourism leader is warning the sector is hurting because of the hike in the international visitor levy and a lack of investment in big events.
Tourism Holdings chief executive Grant Webster says growth is sluggish, and trailing far behind Australia.
In recent weeks Auckland Business Chamber chief executive Simon Bridges, Auckland Mayor Wayne Brown and Sudima Hotels chief operating officer Les Morgan have all called for some action to give Auckland, and the wider economy, a much-needed shot in the arm.
Since October last year, foreign tourists have been paying a levy of $100 when they arrive - almost triple what they had been paying previously.
Tourism organisations opposed the increase at the time, saying it would deter tens of thousands of visitors.
Webster said the sector needed help, and the government needed to boost efforts to bring big events to Aotearoa.
Grant Webster Photo: Linkedin
He told Morning Report increased air capacity, cruises and major events were all areas needing further investment.
He cited Australia where state tourism organisations and the national body Tourism Australia were backed by the government. This meant they could target attracting new airlines or routes by paying for marketing and other incentives.
"That has been proven time and time again as a key lever for growing overall toursim numbers."
He said the government had changed its tourism approach - which was the most positive in around eight years - but there was still a lot of work to do.
"Events are a key strategy that we need to really see the government get in behind - they're starting to, there's more money coming into the sector but there's more to do yet."
He said there would need to be some kind of financial support to attract major events like the FIFA World Cup and the World Choir Games.
"The reality is that's what happens around the world. We often think in New Zealand people just want to come here, but it's a competitive market."
Levy put NZ 'behind the eight ball'
The increased levy which was typical of costs imposed at the border had affected demand and put the sector "behind the eight-ball". However, he did not favour axeing it, instead it should be spent in the most effective way possible.
It should soon approach $200 million so "let's get that reinvested".
The point of having some kind of levy, such as a bed tax, imposed on a national basis was supported by the travel industry.
"We've got to reinvest to get this whole system working in the right way... let's get on with it and do it."
Tourism Minister Louise Upston said it was encouraging to hear Grant Webster speak so constructively about progress in the sector when describing this Government's approach to tourism as the most positive he's seen in 7 years.
She said: "I value feedback from tourism leaders like Mr Webster and look forward to continuing to push for growth, along with growth in jobs for Kiwis and growth in the wider economy.
"There will always be more work to do - currently the most pressing tourism challenges for New Zealand remain that we don't have enough tourists,"
Upston said she wants to grow those numbers through levers like the Tourism Growth Roadmap released earlier this year, which referenced the IVL spend and the significance of major events to the overall tourism picture.
"The Government's Quarter 3 action plan also specifically references the launch of a one-off Major Events fund to further boost international visitor numbers and drive economic growth and I'll have more to say on that in the near future," Upston said.
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