Lake Wanaka Tourism (LWT) has given its seal of approval to a new government package which will help tourism businesses with training and tools for digital commerce. 

The $20M digital capability funding includes $10M for small-medium enterprises, $5M to boost digital capability in the tourism sector and $5M for Qualmark to help operators develop strategies and skills.

A recent analysis of 700 tourism businesses found more than half needed support with digital capability, tourism minister Kelvin Davis said.

“In the past, many smaller tourism businesses haven’t had to invest in strong digital marketing to find customers, because of the volume of international visitors and the role of travel agents and tour operators to bring people to their door,” he said. 

“Tourism businesses are now pivoting towards the intrepid domestic traveller who likes to shop around online and book their own holiday.”

LWT media and campaign manager Gizelle Regan said the package addressed issues also identified in an LWT survey. It found ‘understanding and adapting marketing to a domestic only market’ and ‘opportunities to inform marketing plans and online selling tools’ as key areas of need among the 128 local business respondents.

Gizelle said in the post-COVID environment businesses need a competitive edge and strengthening their digital presence can help achieve that. 

“An effective digital marketing strategy delivers new customers, which can be converted to more business and also helps to create and strengthen customer loyalty for the brand,” she said.

The Ministry of Business, Innovation and Employment is currently engaging with potential private sector providers to deliver the small business digital capability package, and more information will be available at the business.govt.nz website in the coming weeks.

In the meantime, expert advice (to the value of $5,000) is currently available here through the COVID-19 Business Advisory Regional Business Fund to support business recovery and growth, and Qualmark funding is available to help tourism operators to develop digital strategies and skills, with more information available here.

PHOTO: Wanaka App