Editorial: Tourism milestone says industry on right track

New Zealand has enough attractions to appeal to everyone from backpackers to big spenders. Photo / Supplied

Editorial

Rapid increase in visitors who are spending more suggests country offering good value for money.

Most tourists travel long distances to get to this country. For their effort and expenditure, they expect something special. By and large, this is being provided, according to statistics released yesterday by Statistics New Zealand. They revealed the tourism industry had achieved a significant milestone, surpassing 3 million visitors a year for the first time in the 12 months to July.

The feat is the more remarkable in that the 2 million mark was registered only 13 years ago. Leading up to that point, there had been much talk about what type of tourist would be best.

The rapid increase subsequently indicates this debate was largely irrelevant. New Zealand has enough attractions to appeal to everyone from backpackers to big spenders.

The Tourism Industry Association, which says visitors are also spending more than ever before, has ambitious goals. Achieving these will depend in large part on the lessons of the past few years being heeded.

Adventure tourism can afford no more accidents that suggest lives are being unduly endangered. A high bar must also be set for developments that disturb wilderness areas. These, after all, are at the heart of the country's clean, green image.

Tourists must also feel they are getting value for money. They cannot be left thinking that, as in some countries, they are being ripped off in the interests of a tourist operator's short-term profits.

Word of mouth is the most effective form of tourism marketing. Clearly, the impressions being taken home by visitors are good ones. Long may that continue.