Editorial: Serious harm in tourism turn-off

The last thing New Zealand needs is for tourists to stop coming as a result of a tourism industry tragedy.

British man Chris Coker, whose son was one of nine people killed when a skydiving plane crashed at Fox Glacier, is urging people to avoid New Zealand because, he believes, it is unsafe for tourists.

He has gone online with his claims, ensuring his message gets to thousands, possibly millions worldwide.

That's bad press our country can well do without.

Prime Minister John Key maintains that while the crash was a great tragedy, it does not mean our entire tourism industry is unsafe.

He said it wouldn't have happened at all under new civil aviation rules now in force.

The converted plane involved in the Fox Glacier crash was, an investigation concluded, flown outside its loading limits every time it carried a full eight passengers.

Also, at least two of the skydive masters on the flight had taken controlled drugs shortly before the crash.

In anyone's book, these two factors alone are unacceptable.

Mr Coker's anger is entirely understandable but his social media campaign could do at least some damage to New Zealand's tourism reputation.

Many overseas visitors who come here sign up for all manner of "adventure" activities and any incident is potentially damaging.

There are "cowboys" in every industry in every country around the world and, as with most bad things that happen which could have been avoided, it is generally the few who spoil it for the many.

There is almost always room for improvement when it comes to ensuring people's safety and adventure tourism operators carry a heavy burden of responsibility in this regard.

Our own region features some great adventure tourism activities and there is no room for sloppy operations.

If nothing else, Mr Coker's campaign should serve to put the industry on notice and prompt operators to continually review what they do and how they do it, to ensure tourists keep coming and that they leave having enjoyed their New Zealand experience.