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New Zealand Tourism Minister sets goals to attract ‘high-net-worth’ visitors

New Zealand Tourism Minister sets goals to attract ‘high-net-worth’ visitors
November 20, 2020

Anticipating the future opening of the nation’s borders, newly appointed New Zealand Tourism Minister, Stuart Nash has advised that he is looking to attract wealthy premium visitors in the future.

Speaking this week, Minister Nash advised that New Zealand will promote itself as a tourism destination for the wealthy when its borders reopen when addressing the Tourism Summit Aotearoa and in a related radio interview.

Speaking to Radio NZ, Minister Nash gave an example, citing his aim to halt the leasing to tourists of campervans that are not self-contained and equipped with toilets to tourists.

Targeting unsavoury behaviour sometimes witnessed at the lower end of the market, Minister Nash said he wanted to attract “high-net-worth individuals” rather than those who “pull over to the side of the road and shit in our waterways”.

Minister Nash explained “if you’re willing to pay for a campervan at least you have the ability to dispose of your excrement in a way that meets our sustainability goals, and quite frankly our brand,”

Speaking to the Tourism Summit Aotearoa about his aims for the post-pandemic tourism market, he went on to say “we haven’t got tourists here at the moment. So we have an opportunity to redefine our global value proposition and market to those who add significant value to our country.

“I’m not saying we close the borders to those who don’t have a million dollars in their bank account ... they will come, and we’re not saying ‘don’t come’.

“What I’m saying is, all our marketing effort will go into high-net worth individuals who are looking for a piece of paradise at the moment as they sit in lockdown in New York or London or Berlin or Paris.

“They’re looking across and seeing us have 30,000 people without masks at a rugby game and saying ‘I want a piece of that’.”

He added that the ideal tourist was who flies “business class or premium economy, hires a helicopter around Franz Josef (Glacier on the South Island’s west coast) and eats at a top-end restaurant.”

Minister Nash went on to tell the Summit “my ambition is that once lockdown is over and there’s a free flow of travellers across the world that we are in the top three destinations globally ... not in terms of numbers but aspiration.”

Speaking of the pressure rising visitor numbers put on infrastructure, Minister Nash added “it is essential that the full cost of tourism is priced into the visitor experience.

“To the question of ‘who pays’, the answer is not ‘ratepayers and taxpayers in small New Zealand communities’.”

Minister Nash backed the long-running ‘100 Per Cent Pure New Zealand’ campaign, which highlights the country’s natural beauty, as “absolutely brilliant”.

The New Zealand Government is pumping $700 million into cleaning up New Zealand’s waterways, after research found that about 94% of rivers in urban zones and 82% of rivers in pastoral areas were not swimmable, at least some of the year.

Images: Queenstown-based Alpine Luxury Tours aims to cater for high-net-worth individuals (top); New Zealand Tourism Minister, Stuart Nash (middle) and Camp Glenorchy, a luxury nature-based tourism destination (below).

Related Articles

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18th November 2020 - New Zealand tourism operators struggling with staffing

17th November 2020 - Tourism Summit Aotearoa looks to reunite to revive and revitalise

13th November 2020 - New Zealand Foreign Minister rules out opening border as video highlights Coronavirus impact on tourism

2nd November 2020 - Leisure related portfolios announced in ‘incredibly diverse’ New Zealand cabinet

19th October 2020 - New Government’s first 100 days critical to New Zealand tourism

12th October 2020 - New survey shows New Zealand tourism could play vital role in post-COVID economic recovery

4th September 2020 - New Zealand tourism industry event to focus on revival and revitalisation

15th January 2020 - Queenstown tourism operator targets premium visitor market 

11th December 2019 - Queenstown Trail network launches luxury accommodation and spa

2nd July 2019 - All Black Luke Romano unveils news luxury adventure tourism brand

13th March 2019 - Tourist levy proposed to help protect Queenstown community wellbeing

4th September 2018 - Expanding Australia’s High Net Worth appeal a positive for tourism

15th June 2018 - New Zealand Government announces tourism tax details

10th May 2018 - Predicted tourism boom could push New Zealand’s infrastructure to breaking point

28th March 2017 - Conventions generate high value for New Zealand

13th November 2016 - Queenstown Sanctuary to cater for luxury international tourism market

6th September 2016 - Queenstown’s Over The Top in the running for two luxury tourism awards

29th July 2016 - Luxperience increases floor space due to demand

14th September 2015 - Russian billionaire’s $50 million luxury lodge to open at Helena Bay

21st October 2014 - Millbrook Resort’s luxury spa named New Zealand’s best


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