Foundational Project 4 sets out to align brand and marketing activities with regenerative tourism goals.
With an informed understanding of visitor interests, motivations and behaviours, regions can adapt and update brand strategy and marketing plans to align with the intention and outcomes of the regenerative tourism strategy and reflect place-based values.
Progress
Regional Tourism Organisations (RTOs) have evolved their visitor insights programmes to effectively integrate the use of data and analytics to build understanding of visitor motivators and behaviours. The evolved visitor insights programme also more comprehensively address the roles of regenerative and sustainability considerations in shaping visitor perceptions and decisions. A district-wide RTO visitor insights dashboard has been launched, providing members and stakeholders with access to useful datasets that inform and guide business decisions.
Destination Queenstown (DQ) is collaborating with Kāi Tahu and local community to create a new place brand for Queenstown that better reflects local values and can be embraced by the community and businesses alike. Additionally, the RTO marketing strategy has been fully revised to align with the aspirations of regenerative tourism and decarbonisation. The new strategy shifts focus towards leading with stories of people and place rather than focusing on volume driving activity.
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Who is involved
Significant work has been undertaken by the RTOs to evolve marketing strategy to support the goals of Travel to a Thriving Future, as well as continuing to support the visitor economy with values aligned marketing, product development and capability building in line with a regenerative tourism future. DQ has completed a full review and evolution of the consumer marketing approach and activity to reflect the regenerative tourism aspiration. This represents a move from a conversion focus to a brand and destination reputation building approach. A new marketing strategy and model has been developed prioritising people and place-based storytelling. The approach focuses on our ‘why’ (values, spirit, goals) not solely our ‘what’ (tourism assets, products, experiences).
Focus is now being given to the need for a place-based brand. Research and brand partners will support the execution of this project, with guidance from iwi .
How to support Foundation Project 4
To support this project, keep an eye out for opportunities to contribute during the development and research phases of the place-based brand creation. If you have any feedback or suggestions, please reach out via the Contact Us page.
