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Creative New Zealand report says arts vital to the future of tourism
Creative New Zealand is advocating for arts and culture to be a core component of the national tourism agenda in its draft submission on the Government’s Aotearoa New Zealand Tourism Strategy.
Referencing a growing body of international research that shows the significant impact the arts have in attracting visitors, the draft submission cites studies that demonstrate how the arts can attract visitors to the regions, provide year-round tourism opportunities, boost the economy and help visitors to connect to a new culture.
A recent report from Australia Council for the Arts found that visitors to Australia were more likely to go to an arts event or activity (43%) than to visit wineries (13%), casinos (12%) or organised sporting events (6%). In the UK, culture and heritage attractions were found to make up for more than a quarter of international visitors’ spending.
The draft submission notes that one of the strategy’s proposed outcomes is that the average spend per visitor increases so New Zealand tourism value grows faster than volume.
David Pannett, Creative New Zealand’s Senior Manager for Advocacy, says arts and culture present a smart investment for productive tourism growth, advising “international research shows visitors who participate in arts and culture activities are more likely to spend more and stay longer.
“There’s potential for the arts to play a key role in growing tourism in a way that benefits our regions and communities.”
The submission also notes that arts and culture destinations and events, such as galleries, festivals, theatres and music groups exist in every region of Aotearoa. A number of destinations have already established an international profile and attract national and international tourism.
Examples include Wellington’s New Zealand Festival and World of WearableArt, The Court Theatre in Christchurch, the Michael Hill International Violin Contest in Queenstown, the WOMAD World Music Festival in New Plymouth, and the touring Te Matatini Kapa Haka festival.
Arts and culture destinations and events also make a major contribution to our economy. It is estimated that the New Zealand Festival contributes more than $55 million to the Wellington city economy. The 2018 Festival welcomed 1,000 artists from 27 countries and more than 100,000 festival goers.
The submission also advocates for ensuring Māori tourism experiences are at the heart of the New Zealand visitor experience, and iwi are supported to tell their stories and share the value of places. It recognises that ngā toi Māori have the potential to create new tourism opportunities for New Zealanders and overseas visitors.
Pannett says the arts are a core part of manaakitanga and ensuring visitors enjoy authentic and memorable experiences in Aotearoa, adding “we believe visitors want to experience what makes New Zealand unique, and our arts and culture play a vital role in that.”
Consultation on the Aotearoa New Zealand Government Tourism Strategy closes at 5pm on Monday 4th February 2019.
Creative New Zealand will continue to work on its draft submission and encourages others to make submissions of their own.
Click here to view the draft submission.
Image: A Waka Odyssey - New Zealand Festival 2018. Courtesy Creative New Zealand/Matt Grace.
1/21/2019 5:06 AM
8th January 2019 - Lincoln University research to help regions plan for tourism growth
1st January 2019 - New Zealand tourism spending reaches $39.1 billion
31st December 2018 - New Zealand arts, sport and tourism achievers recognised in New Year Honours list
13th December 2018 - Arts continue to deliver value for New Zealanders
6th December 2018 - Arts Market set to launch New Zealand performing arts worldwide
1st November 2018 - Australia Council’s year in review highlights why arts matter
1st August 2018 - 30 days of celebration through inaugural New Zealand Theatre Month
17th June 2018 - Audience Atlas New Zealand report sets out the market for culture
19th July 2017 - Survey shows 98% of Australians engage with the arts
30th September 2015 - Australia Council report highlights the value of international arts investment
3rd July 2014 - Value of the Arts explored at APACA’s annual conference
20th June 2013 - Culture and tourism the ‘perfect marriage’
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