Tourism Industry in New Zealand

This presentation analyzes the tourism industry in New Zealand, with a focus on Wai Ora Adventure ltd. It explores the growth areas for the business, such as better accommodation, expanding adventure sports, and improving infrastructure. The presentation also discusses the impact of population growth and geographical location on the tourism industry. Additionally, it highlights the importance of Maori culture in attracting tourists and suggests strategic management decisions for the business. The marketing plan, market segmentation, and analysis of the Maori tourism market are also covered.

Tourism Industry in New Zealand

Introduction
• The main purpose of the assessment is to analyse se the business of Wai
Ora Adventure ltd which is engaged in tourism industry in New Zealand.
• The management of the company needs to appropriately assess the market
conditions and take decisions accordingly what activities need more focus
for the management of the company.
• The assessment would also be showing how Wai Ore Adventures ltd can
be a leading player in the Maori Tourism Industry

Growth Areas of the Business
• The business provides safe experience to the customers for all kinds of outdoor
sports to build self-esteem, confidence, leadership skills and the ability to work as
part of a team. The growth in tourism industry has been significant since last
decade. The overall revenue which is generated in 2018 was around $ 39.1 billion
and the same has effectively contributed to the total revenue which is generated
by the economy as a whole.
• The total tourism rate showed an increase of 7.7% which is 2.5% more than the
previous year which shows significant improvement for the business
(Tourismnewzealand.com., 2019). New Zealand is ranked as one of the leading
countries who facilitates adventure tourism for the tourists and it is also
considered to be the most sustainable form of tourism in the market.

Growth Areas of the Business
(Continued)
• The overall tourism industry in the New Zealand Economy is flourishing
and the management of Wai Ora Adventures can take advantage of such a
situation and thereby enhance the sales and profitability of the business
(Wilks, Stephen & Moore, 2013). The areas where the management can
achieve growth are:
• Better Accommodation
• Expand the range of Adventures Sports
• Improvement in Infrastructure

Other Considerations for the
Business
Population Growth: The growth
rate in the population is a big
factor which affects the operations
of the tourism industry. As the
population grows more residential
area is required and in a way
population growth also affects the
natural resources of the country
which are an important element for
the tourism businesses.

Other Considerations for the
Business
• Geographical Location: New Zealand is a land of great contrasts and diversity. Active
volcanoes, spectacular caves, deep glacier lakes, verdant valleys, dazzling fjords, long
sandy beaches, and the spectacular snow-capped peaks of the Southern Alps. The country
has niche of rich habitat and is a brilliant place for a calm holiday away from work.
• Ethnicity: New Zealand us a place where a diversity of culture exists and all the same
contribute to the tourism business in a way. In many cases, tourists such as group of
students and even travellers visit New Zealand due to the rich culture it occupies and also
due to the Maori Culture which is present in New Zealand.
• Ethnicity: New Zealand us a place where a diversity of culture exists and all the same
contribute to the tourism business in a way. In many cases, tourists such as group of
students and even travellers visit New Zealand due to the rich culture it occupies and also
due to the Maori Culture which is present in New Zealand.

Area for Growth for Maori Tourism
Business
The tourism in New Zealand is heavily supported by its rich culture and
ethnic tribes which also contribute to the culture of the country. There has
been significant growth in the Tourism Industry in New Zealand which is
due to numerous factors but most important is the Maori Culture which has
attracted most of Tourists in the area. The growth areas of the business are :
• International Demand for Authentic Places
• Investments

Maori Culture

Strategic Management Decisions regarding
Existing Area
The management of Wai Ora Adventures Ltd needs to make strategic plans for the purpose
of expanding the operations of the business and thereby contributing to the total revenue
which is generated by the business. One of the areas where the management of Wai Ora
Adventures Ltd faces extreme competition is the hoteling aspect of the business. In other
words, the business faces tough competition when it comes to accommodations as there are
a lot of hotels, resorts which are present in the region which also have better suits and rooms
The management needs apply strategic management principles for the purpose of
formulating effective strategies for the purpose of ensuring that the business can effectively
face competition and thereby earn for revenue for the business. The management of the
company needs to develop appropriate infrastructure for ensuring that the management of
the company can meet the accommodation requirements of the industry

Strategic Management Decisions
regarding Existing Area
• One of the strategies which the management of the company can apply is
related to reduction of costs of the business. The management can adopt
flexible budgeting techniques along with standard costing techniques for
ensuring that the costs of the business can be reduced significantly. In this
process, the management can set targets on the basis of estimations. These
targets are the basis on which the management of the company would be
conducting the performance of the business and ensure that all expenses
are consistent with the targets which have been established

Key Areas to Consider
Some of the areas which the management of the company needs to consider are
 The management needs to ensure that no expenses which are incurred are unproductive in nature. This is a major step which
can be taken for reducing the total expenses of the business effectively.
 The management needs to implement flexible budgeting approach and appropriate monitor the operations of the business and
in case of any variances the same need to be assessed by the management.
 Provide attractive tour packages which includes appropriate prices so that more and more customers are attracted towards the
activities of the business. This will help the management to effectively deal with the competitive pressure in the economy.
 The management of the company also needs to incorporate proper plan for managing the operations of the business and
thereby ensure that costs of the business can be reduced significantly.

Strategic Management Decisions in New Area
• The management of the company needs to focus on Maori Tourism as the
same provides an alternative source for attractive more tourist in the
country. It is clear that a majority of the tourists are attracted to the rich
culture which is enjoyed by the business (Genç, 2013).
• In New Zealand, Maori culture has attracted tourism significantly and
most of the businesses are trying to incorporate plans so that the Tourists
are able to experience unique culture and the beauty of nature of the region
(Maoritourism.co.nz., 2019). The management of Wai Ora Adventures Ltd
needs to incorporate such packages in the tourisms products so that the
packages can be made more attractive in nature (Nishio, 2013).

Key Areas to Consider
• The key areas which the management of the company needs to consider are :
 The management of the company needs to recruit local people who can act as a guide to the business and help the tourist have an
experience of their lifetime. The role of the guides would be important as they are familiar with the local surroundings and they
can effectively point out the regions which the tourist should visit.
 The management of Wai Ora Adventures Ltd needs to enter into tie up agreements with the locals so that they can support such
tourism requirements in the country. This is to be done so that the Tourist get an experience of culture the locals have and also
engage in certain activities for thrills.
 The management of the company needs to appropriately set the costs for the business so that the prices are not too high. The prices
should be in such a range that more and more customers are attracted towards the business.

Marketing Plan
By implementing the marketing strategy, Wai Ora Outdoor Adventures seeks to attain the following objectives;
a. increasing the average spending per tourist
b. increasing the overnights
c. increasing the arrivals or in some of the markets recovering the falling arrivals
d. motivating the repeat visits
e. improving the off-season arrivals in some of the target group of customers
f. Bolstering the interest among the tourists in the visiting areas that are of adventure attraction.
g. Improving the New Zealand adventure tourist market with the targeted Australian tourists and combating the negative
stereotypes (Fang et al. 2016).
h. Promoting New Zealand tourism as the adventure destination among the young group of Australian visitors.

Marketing Plan (Continue)
• Market Segmentation:
Adventure enthusiasts: Adventure enthusiasts includes the hard core
adventure that seeks the desire of high impact excursion.
Adventure travellers: These group of people are classified as the
generation x that generally have the higher amount of disposal income

Gannt Chart
Activity Months
M Jan M Feb M Mar M April M May M June M July
Search Marketing 
Direct mail list promotions  
Online PR and blogs 
Directory Submissions   
Online Partnerships  
Podcasting and mobile marketing  
Interactive Social Media Advertisements  
Interactive Mapping  
Sales promotion and materials 
Digital Marketing and Merchandising 
New Product Development  
Submitting the Final Work  

Analysis of Next Year Budget and Organizational Chart
• The preparation of the budget estimates that the company would be
earning higher than the current year and estimates that there would be a
growth of 30% in sales. Therefore, as the sales of the business also
increases so does the costs which are associated with the activities of the
business.
• The organizational structure is appropriate as the president is only entitled
to take decisions regarding the operations of the business and there are
several departmental heads who are looking after their own operations so
that the business can function appropriately.

Analyse Maori Tourism Market
The Maori tourism is significantly growing in the region and therefore the
management of the company needs to formulate appropriate strategies so
that the management can include such tours in the packages which is
provided by the management.
• The management of the company needs to reduce the costs of the business
so that the same does not impact the revenue generation of the business.
• The management of the company needs to focus more on Maori Culture
and development of tour accordingly.

Bibliography
• Tarrant, M. A., Lyons, K., Stoner, L., Kyle, G. T., Wearing, S., & Poudyal, N. (2014). Global citizenry, educational travel and
sustainable tourism: Evidence from Australia and New Zealand. Journal of Sustainable Tourism, 22(3), 403-420.
• Tourismnewzealand.com. (2019). Māori tourism. [online] Available at: https://www.tourismnewzealand.com/about/about-
the-tourism-industry/m%C4%81ori-tourism/ [Accessed 10 Mar. 2019].
• Wilks, J., Stephen, J., & Moore, F. (Eds.). (2013). Managing tourist health and safety in the new millennium. Routledge.
• Williams, A. M., & Shaw, G. (2013). From lifestyle consumption to lifestyle production: Changing patterns of tourism
entrepreneurship. In Small firms in tourism (pp. 109-124). Routledge.
• Worldometers.info. (2019). New Zealand Population (2019) - Worldometers. [online] Available at:
http://www.worldometers.info/world-population/new-zealand-population/ [Accessed 9 Mar. 2019]

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