The need to prioritise sustainable tourism that enhances community wellbeing is the central theme of the Tourism Futures Taskforce report, which was released on Friday (March 26).

The taskforce was established in May 2020 as an independent public-private partnership to consider the long-term future of tourism, and tourism minister Stuart Nash said the report sets out a vision and direction for the sector.

“Their report seeks to re-imagine tourism, long after the Covid-19 recovery period,” he said. “It sets out a desired ‘Future State’ where the wellbeing of communities is at the centre of the tourism eco-system.”

Lake Wānaka Tourism general manager Tim Barke told the Wanaka App now is the time to plan for tourism’s future, adding the report outlined the direction the majority of people he had spoken to wanted to see the tourism industry head.

The new report seeks to create a more sustainable future for the tourism industry. PHOTO: @freeridenewzealand

In the report, the taskforce recommends legislating a tourism business standards framework; creating a government-led supply management system; targeting an even spread of visitors throughout the year; creating a formally recognised public/private industry leadership body; and more.

“The taskforce also highlights an opportunity for the industry to co-own and co-invest in its future, so much-needed changes can support jobs, businesses and communities that rely heavily on tourism,” Stuart said. 

One way it recommends doing that is by raising employment standards and improving career pathways. 

“A government supported industry agreement, with seed funding, needs to be created, together with the development of a credential pathway to support an attractive career structure,” the report says.

Tim said it made sense to be thinking and looking to the future: “...what we all wish that to look like, what we will be leaving our descendants, and what we need to do, starting now, to enable that to happen.”

He said most people he had spoken to were currently under financial and situational pressure, “but the vast majority are determined to see this as an opportunity (probably a once in a lifetime) to make a significant difference and future-proof the way we operate as a visitor destination.

“There has never been a better opportunity to achieve this.”

Next up for the taskforce is reviewing its approach for the next phase of work, which will include fleshing out further details of the recommendations for the final report.

“I anticipate drawing further on the expertise of individual taskforce members as the government works on tourism recovery and a re-set of the sector over the coming year...Their work will be a useful contribution in moving towards a more sustainable tourism sector,” Stuart said.

Read the full report here.