Latest news with #InternationalVisitorConservationandTourismLevy
Newsroom
2 days ago
- Business
- Newsroom
By all means, charge tourists – but show us the money
Comment: The Government's plan to introduce targeted charges for international visitors accessing our tourism hotspots is entirely reasonable, but it's crucial that we get to see how the money is spent. Charging visitors to experience our most treasured natural and cultural sites is hardly radical. Italy has trialled a small visitor fee of €5 for day-trippers in Venice. Bhutan's high-value, low-impact tourism strategy includes a daily sustainable development fee of US$100, and in the Galápagos Islands, international tourists pay a US$200 fee to support conservation and community development. These cases are not merely about revenue, but ultimately about responsibility. While I am not opposed to the charge itself, it is important to consider a bigger picture. Too often, this type of government income is treated like a black box: Takings go in, and we are never quite sure what comes out, or where. Take New Zealand's current International Visitor Conservation and Tourism Levy, for example. Most tourists are happy to pay the NZ$100 fee, and while this mechanism is sensible in theory, in practice it has struggled to demonstrate its value. Few tourists, and indeed few New Zealanders, could confidently name a project the levy has funded. The money may be well spent, but the lack of clear, compelling communication on what exactly it has achieved is a missed chance to generate understanding and appreciation. If we introduce further charges for international tourists to access iconic sites such as Milford Sound, the Tongariro Alpine Crossing, or Aoraki Mount Cook, then the revenue must be returned to those regions, allocated transparently to destination-specific infrastructure, conservation, visitor education, or community support. And let's go a step further. Destinations should proudly and publicly tell the story of where the money goes. Why not install signage in prominent spots showcasing projects funded by visitor fees, short videos in airports or buses, or 'You helped fund this' campaigns promoted online? We should be transparent, creative, and even celebratory about what these visitor dollars are doing. The destinations themselves must play an active role in telling these stories. Visitors are far more likely to welcome a fee, perhaps even feel good about it, if they understand its purpose and relevance, knowing exactly what it funds. Imagine a visitor arriving in Te Anau, ready to take the journey to Milford Sound, and encountering signage that says: 'Your $40 contribution helps fund predator control to protect native birdlife.' Or walking the Tongariro Crossing and seeing: 'Visitor fees this year enable the restoration of 15km of alpine track and support local iwi to provide cultural interpretation.' These are not just niceties. They are powerful tools for building goodwill and shifting the narrative from extractive tourism to shared stewardship. Because the truth is, many tourists want to feel like they have given something back. The rise of regenerative travel (where visitors leave a place better than they found it) demonstrates that offering meaningful ways to support destinations can be a powerful element of an authentic visitor experience. Some will argue that charging visitors risks deterring travel, or pricing out younger and budget-conscious tourists. This is a legitimate concern. But most travellers accept that extraordinary experiences come at a cost. Provided fees are reasonable, clearly explained, and reinvested into the cause, they are unlikely to provoke resentment. Indeed, research increasingly shows that travellers are not just willing to contribute to sustainable tourism, they actively seek opportunities to do so. There are three principles that offer a useful framework for any future visitor charging regime. First, local reinvestment: revenues should support the sites and local communities. Second, transparency: show how every dollar is spent, and make it easy to see the impact. Third, celebrate the contribution: destinations should proudly communicate the positive impact of these funds, helping visitors to feel part of the solution. New Zealand's brand has long been tied to the country's natural beauty, evoking a sense of guardianship, kaitiakitanga. We now have an opportunity to invite visitors to contribute to our country's care. Asking them to support our most iconic places is entirely justifiable. But we must make it easy for visitors to see how they are helping, and to feel that their contribution is both valued and valuable. Not with guilt, but with purpose.
Scoop
09-07-2025
- Business
- Scoop
Bridging A Gap On West Coast Cycle Trail
Minister for Tourism and Hospitality A new cycle bridge on the West Coast Wilderness Cycle Trail will bring more visitors to the region and boost the local economy. 'I'm thrilled to be supporting the construction of the Totara River Rail Bridge, ensuring visitors can once again ride this popular trail from start to finish,' Tourism and Hospitality Minister Louise Upston says. 'The West Coast Wilderness Cycle Trail is one of our Great Rides and attracts both international and domestic visitors alike, showcasing the stunning scenery of the West Coast. 'Investment in this piece of infrastructure will benefit the local businesses and communities, particularly in the township of Ross located at the trail end.' The Totara River Rail Bridge, a few kilometres north of Ross, has been closed for structural assessment and repairs since August 2024, cutting off the final 15km section of trail between Ross and the Treetops Zipline and Walkway. 'While cyclists can still enjoy parts of the trail, they currently cannot reach Ross – meaning the township, along with the wider region, is missing out on valuable visitor spending,' Louise Upston says. 'This investment will help turn that around, bringing more visitors back.' This investment is part of the first stage of the Government's Tourism Growth Roadmap, which also includes additional international marketing funding and other activity to encourage more international visitors to New Zealand. 'The Roadmap sets out the Government's plan to double the value of tourism, currently our second largest export, by 2034,' Louise Upston says. 'We want to welcome more visitors to New Zealand, and we want to enable our regional communities to provide a high-quality visitor experience.' 'New Zealand's Great Rides are national treasures, and it is important we look after them for future generations,' Louise Upston says. Notes: The Government is investing up to $1.6 million to replace the Totara River Rail Bridge on the West Coast Wilderness Cycle Trail This investment comes from the International Visitor Conservation and Tourism Levy. Other Tourism Growth Roadmap investments for the 2025/26 financial year include: $13.5 million in additional funding for Tourism New Zealand's marketing in core markets of Australia, the United States and China, $6 million in additional funding for Tourism New Zealand's marketing in the emerging markets of India and Southeast Asia, $3 million to increase the number of business events hosted in New Zealand, as part of Tourism New Zealand's collaboration with Business Events Industry Aotearoa, An additional $5 million towards the Major Events Fund, and
Scoop
10-06-2025
- Business
- Scoop
More Funding To Grow International Tourism
Press Release – New Zealand Government Recent tourism funding has been about boosting visitor numbers. As those higher numbers become established, the Roadmap will shift over time to focus more on supporting communities to look after them well, Tourism and Hospitality Minister Louise Upston … Minister for Tourism and Hospitality The Government is increasing funding for attracting overseas visitors and investing in tourism infrastructure as part of its new Tourism Growth Roadmap, Tourism and Hospitality Minister Louise Upston says. 'We're investing $35 million to deliver the first stage of the Roadmap, which sets out the Government's plan to double the value of tourism,' Louise Upston says. 'International visitors bring billions of dollars into New Zealand, from big ticket spends to everyday purchases in local cafes and accommodation. 'We want to welcome more visitors to New Zealand, and we want our regional communities to improve their capacity to look after those visitors. 'The Government must work with industry to unlock the full potential of our tourism sector, and the Roadmap lays out initiatives and investments to ensure our infrastructure, workforce and communities can support further growth. 'For the 2025/26 financial year, we're investing $6 million in international marketing across emerging tourism markets, $3 million to increase the number of business events hosted in New Zealand, and an additional $5 million towards the Major Events Fund. 'These commitments follow the recent announcements of $13.5 million invested in international tourism marketing and $4 million of investment towards improving the visitor experience along the Milford Road corridor. 'Recent tourism funding has been about boosting visitor numbers. As those higher numbers become established, the Roadmap will shift over time to focus more on supporting communities to look after them well,' Louise Upston says. This investment comes from the International Visitor Conservation and Tourism Levy. This levy is charged to most international visitors, and ensures they are contributing to the public services, facilities and natural environment they will enjoy while in New Zealand.
Scoop
10-06-2025
- Business
- Scoop
More Funding To Grow International Tourism
Minister for Tourism and Hospitality The Government is increasing funding for attracting overseas visitors and investing in tourism infrastructure as part of its new Tourism Growth Roadmap, Tourism and Hospitality Minister Louise Upston says. 'We're investing $35 million to deliver the first stage of the Roadmap, which sets out the Government's plan to double the value of tourism,' Louise Upston says. 'International visitors bring billions of dollars into New Zealand, from big ticket spends to everyday purchases in local cafes and accommodation. 'We want to welcome more visitors to New Zealand, and we want our regional communities to improve their capacity to look after those visitors. 'The Government must work with industry to unlock the full potential of our tourism sector, and the Roadmap lays out initiatives and investments to ensure our infrastructure, workforce and communities can support further growth. 'For the 2025/26 financial year, we're investing $6 million in international marketing across emerging tourism markets, $3 million to increase the number of business events hosted in New Zealand, and an additional $5 million towards the Major Events Fund. 'These commitments follow the recent announcements of $13.5 million invested in international tourism marketing and $4 million of investment towards improving the visitor experience along the Milford Road corridor. 'Recent tourism funding has been about boosting visitor numbers. As those higher numbers become established, the Roadmap will shift over time to focus more on supporting communities to look after them well,' Louise Upston says. This investment comes from the International Visitor Conservation and Tourism Levy. This levy is charged to most international visitors, and ensures they are contributing to the public services, facilities and natural environment they will enjoy while in New Zealand. More information can be found on the MBIE website from 6pm.
Scoop
09-06-2025
- Business
- Scoop
Additional Funding To Attract 72,000 More Visitors To New Zealand
Press Release – New Zealand Government We want people to know New Zealand is open for business and we welcome visitors with open arms, Tourism and Hospitality Minister Louise Upston says. Minister for Tourism and Hospitality A new $13.5 million investment in international tourism marketing is expected to deliver an extra 72,000 international visitors to our shores, Tourism and Hospitality Minister Louise Upston says. 'The additional funding into Tourism New Zealand will drive international visitor numbers and will be targeted towards our core markets of Australia, the United States and China over the next few years' Louise Upston says. 'We know how important marketing is to attract visitors, with around 14 per cent of international holiday visitors directly influenced by Tourism New Zealand's marketing activity. 'This is the first investment in the Government's Tourism Growth Roadmap, which sets out a series of Government initiatives and investments for the Government and industry to work together to double the value of tourism exports by 2034. 'International visitors bring billions of dollars into the economy and these markets are the driving force behind our tourism sector. 'This investment is expected to generate around $300 million in spending, which is a very strong return on investment. International visitor numbers continue to climb and this boost will help drive further economic growth throughout the entire country. 'Encouraging more visitors means more people staying in our hotels, eating in our cafés, spending in our shops and visiting our attractions. This creates jobs and drives economic growth. 'We want people to know New Zealand is open for business and we welcome visitors with open arms.' Funding comes from the International Visitor Conservation and Tourism Levy (IVL) for 2025/26.
