Rotorua - TourismFeatures of the Tourism Industry in Rotorua

Industry = Economic activity = selling goods or services.

Tourism Industry = Selling holidays, activities, entertainment or holiday accommodation.

To describe what the Regulators and the Tourist Industry is like in Rotorua.

Aim

Regulators

Industry

Without communicating with anyone else – write down the definitions for the following two words on the paper in front of you.Give an example of each.

Organisations that are used to control Tourism.

They advertise and market areas and they protect both the Tourists and the people who work in Tourism.

Examples = TourismNZ, Qualmark, Positvely Wellington.

Regulators

A commercial operation (a way of making money).

An Example – Skyline, Rainbow Springs, Disneyland, Weta Cave, Holiday Inn, Accor Hotels.

Industry

What is the Tourism Industry like in Rotorua?

Is it dominated by foreign companies? Do just one or two companies own all the attractions? Is there are large range of attractions? Are there any periods in the year when Rotorua has few Tourists?

Major international companies investing in Rotorua. (making multi million dollar investments.

Skyline (Tourism Holdings ltd) Queenstown Gondola and Shotover Jet Vertical Linkages

Capital Intensive Tourism

Making sure that Tourist receive quality products.

Qualmark symbol – used to recognise high standards of accommodation.

Reassures customers.

Quality

Where similar products from different companies are linked together

“the 5 star attractions” – Agrodome Leisure Park, Paradise Valley Springs, Polynesain Spa, Skyline Skyrides and the NZ maori arts and craft institute who have formed a “Market Alliance” by grouping together to offer package deals.

“the natural experiences network” – Tamaki Tours, Waimangu Thermal Valley, Waiotapu and Rainbow Springs.

Horizontal Integration

Of tourism operators – moving into different areas of tourism.

Growth of adventure tourism market. Specialise in providing niche-market

products. Off road NZ Crater Tours Adventure Kayaking

Diversification

In one particular area / key sites. Egg. Skyline Rides has added and increased

range of facilities and products.

Intensified Tourist Activity

Tourism Rotorua marketing has well developed strategic marketing planning.

Seasonality is a major difficulty but by planning specific events and targeting conference and incentive tourism can boost domestic and international tourism.

Marketing

Rotorua has gone through rises and falls in its fortunes.

Depends on peoples disposable income and lots of other factors.

The challenge for Rotorua is to keep developing facilities and developing new attractions.

Development Cycles

The Department of Conservation (DOC)Manages a lot of the areas visited by tourists.(Waimangu and Waiotapu)Provides facilities (visitor centres, car parks, toilets).Controls which private business can access land managed by DOC.

Tourism RotoruaMarkets Rotorua (advertises) to the world.Promotes sustainable tourism.

Rotorua District CouncilIs responsible for controlling and tourism development and to coordinate environmental and management plans. It has a District Plan which sets out what sort of development is allowed where!

Regulators