Latest news with #destinationmarketing
RNZ News
4 days ago
- Business
- RNZ News
Hotel operator in favour of bed nationwide bed levy if no alternative options found
Photo: 123RF A hotel operator says he is in favour of a nationwide bed levy, if no alternative revenue-generating options are found. It comes as Auckland's mayor Wayne Brown asked the government to reconsider its opposition to a bed night levy. Brown has long campaigned for a bed tax on visitors to help fund destination marketing and events. Chief operating officer of Sudima Hotels and Hind Management Les Morgan told Morning Report he supported a levy "if no other choice was given to us". "I think that's the starting point that we want to ensure that all sorts of other options for generating funding for these events is explored," he said. "We certainly want to be seen to be supportive. We want to be part of the architecture to ensure that it's designed correctly." Consultation on Auckland Council's annual plan, which included the proposal for a bed night visitor levy, received more than 13,000 pieces of feedback. Morgan said a levy would become too complicated if it was only introduced in Auckland. "We have something like 16 regional councils across New Zealand. If every council was to impose a different rate, how would that be. "If you journey down the country, would you face 5 percent in one town and 10 percent in the other. "A lot of us sell New Zealand Inc overseas. How are we to explain to a tourist that if arrive here you might pay a different tax?" Having the levy ringfenced for major events held in New Zealand made sense, Morgan said. "If you think of New Zealand collectively, there's an opportunity. Auckland alone can't raise enough funds, for instance, to attract a World Cup. But New Zealand can. "So if there was some framework within that where a percentage of the national pot was put aside to attract these major events, "I think that makes sense that we work together." However, he accepted there was some risk of adding further costs on overseas visitors. "I personally have just come back from a sales trip to China and the Chinese market are are very price sensitive at the moment and so are others. "Our visitors to our shores already face a lot of levies and taxes. They face the IVL at the border, potentially face visa costs, they face surcharges on the aeroplane tickets, they get here and pay GST. They play fuel tax like we do, alcohol tax like we do." "Tourism in New Zealand contributes something like $4.1 billion per annum in GST. So there is a lot of tax coming in. The risk is New Zealand is becomes more expensive." Sign up for Ngā Pitopito Kōrero , a daily newsletter curated by our editors and delivered straight to your inbox every weekday.
RNZ News
6 days ago
- Business
- RNZ News
Mayor Wayne Brown renews call for Auckland bed tax
Wayne Brown has long campaigned for a bed tax on visitors to help fund destination marketing and events. Photo: 123RF Auckland Mayor Wayne Brown is asking the government to reconsider its opposition to a bed night levy, during what he says are tough times for the city. Brown has long campaigned for a bed tax on visitors to help fund destination marketing and events. In a statement, he told RNZ he supported Auckland Business Chamber chief executive Simon Bridges' call for the government to do more for the economy . "There is no reason why the government couldn't make a bed night levy an urgent priority and have it in place by next year. The sector wants it, and so do most Aucklanders. "Auckland contributes nearly 40 percent to GDP. When Auckland does well, the country does well. "An unemployment rate of 6.1 percent for the largest city is bad for the rest of New Zealand. It's nearly twice the national average and a sign growth isn't happening fast enough." He said his 2025 manifesto highlighted other key opportunities for growth in the city's technology, housing and tourism sectors. Wayne Brown. Photo: RNZ / Marika Khabazi "The underlying problem is that we have a low-productivity economy, and we aren't exporting enough to the world. I've already outlined a plan for Auckland to lead New Zealand on a path to prosperity. "I recently kicked off the Auckland Innovation & Technology Alliance to drive investment to strengthen Auckland's position as a competitive tech and innovation hub. I thank Shane Reti for also establishing a new Advanced Tech Institute here in Auckland . "I'm working closely with Chris Bishop to make land use in Auckland more efficient so that we can enable faster growth. I acknowledge that removing the barriers to innovation and incentivising businesses to invest more in technology will take a bit longer. This is the key to fixing our economy. "However, an immediate stimulus would be provided by the introduction of a nationally consistent bed night levy to help us grow the visitor economy here and all over the country." More to come... Sign up for Ngā Pitopito Kōrero, a daily newsletter curated by our editors and delivered straight to your inbox every weekday.
Forbes
18-06-2025
- Business
- Forbes
The Halo Effect: How Travel Marketing Shapes Economic Growth
Abbi Whitaker, Co-Founder of The Abbi Agency, marketing & PR expert for travel & tourism, public affairs and professional services clients getty Walk into any tourism office, and you'll find a team crafting campaigns to attract visitors. Down the hall—or sometimes even just a few desks away—another team is focused on economic development, working to position the region as an ideal place to live, work, play and invest. Yet too often, these efforts operate in isolation. These teams miss a critical opportunity to amplify their impact through a unified brand voice—one that speaks not only to potential visitors but also to prospective employers, new residents and students considering the region's colleges and universities. Research published in Economic Affairs in 2023 reinforces the power of a unified approach between branding and economic development. The key takeaway: Destination marketing has the power to shape broader perceptions of a particular place. Longwoods International, a market research consultancy, calls this the halo effect. A 2024 report from Destinations International highlights how destination marketing not only boosts tourism but also enhances a region's appeal for talent recruitment, business investment and overall economic growth. In fact, the report states that for every dollar invested in destination marketing, communities saw an average return of $85 in visitor spending and $9 in tax revenue. Let's take a look at the wider impact of travel marketing and how communities can leverage it to strengthen both the visitor economy and broader development strategies. The research published in Economic Affairs focused on the connection between economic growth and destination branding. Through a qualitative study, the researchers found that "a strong destination brand can have major implications on a nation's economic development including per capita income, GDP, new jobs and lifestyle of residents." This is the halo effect in action. It makes sense. A positive firsthand experience in a destination leaves a lasting impression, whether for vacationing families or corporate executives scouting for relocation opportunities. Nearly every economic development agency highlights quality of life as a selling point for attracting new businesses and talent. That message resonates even more when it reaches people who have already visited and experienced the destination for themselves. At a minimum, a corporate executive browsing a list of potential relocation sites might pause and think: 'I visited that city once, and it was great! Let's give it a closer look.' Having served on the board of a regional economic development agency, I've seen this play out time and again—major corporate relocations often come down to decision makers wanting to live in places that offer attractive lifestyle amenities. Destination marketing enhances more than just corporate relocation efforts. It also plays a role in attracting retirees, entrepreneurs, young professionals, university students and second-home buyers. Each of these audiences can be influenced by the positive impressions created through tourism campaigns. On the flip side, it's important to acknowledge that economic development marketing rarely drives visitation. A campaign touting low industrial energy costs may be crucial for attracting manufacturers, but it won't inspire travelers to book a weekend trip. That's why destination marketing plays such a critical role—it creates a halo effect that strengthens a region's overall brand appeal in ways traditional economic development marketing simply can't. So, how can destination marketing and economic development teams better align to maximize the halo effect? The first step is simple: collaboration. Too often, these teams work in silos, pursuing separate goals and budgets without a shared strategy. A destination marketing campaign that leans into its 24-hour party scene may conflict with an economic development pitch focused on a family-friendly lifestyle. Conversely, an industrial-heavy economic development push may not support a tourism brand built around outdoor recreation. Here are a few ways destination marketers and economic development teams can break down those silos and start making collaborative magic: Make sure your teams are on the same page about crucial overarching brand goals that will resonate across tourism, talent recruitment and business development. Develop a shared messaging framework so all campaigns speak in the same voice, even when targeting different audiences. Don't be shy—host frequent cross-departmental planning sessions to align on campaign and content calendars, shared priorities and any co-marketing opportunities. Share and collaborate on assets like video, photography, graphics, digital ads and websites that can serve both tourism and economic development needs. Create a working group with members from both teams to ensure a continuous line of communication and collaboration. Unified branding starts with unified leadership. Include executives from both teams in early brand planning sessions and goal-setting discussions, and keep them regularly updated on shared wins, upcoming campaigns and areas for further collaboration. Ultimately, the wisest, most forward-thinking communities will recognize the power of an integrated approach. By aligning messaging and developing a cohesive brand strategy, you can ensure that destination marketing efforts complement, not contradict, economic development initiatives. The logistical challenges of coordination are real, but the benefits are even greater. A strong, unified brand will attract visitors, but it can also fuel investment, strengthen community pride and support long-term economic growth. And more often than not, destination marketers are best positioned to lead the way. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
