Sample Essay Paper on Tourism Policy in New Zealand


1.     Introduction

            Though tourism is mostly related to the worldwide travel, it also denotes travel to destinations within a country. With international tourism being on the rise, and developments anticipated to heighten, opportunities in the tourism sector are never-ending yet some tourism businesses and destinations like Thailand do not attain triumph (Thailand’s tourism industry, 2014). What makes some tourism destinations struggle in such an affluent climate? While marketing is a crucial section of the challenges, it is also an integral section of the resolution (Stankovic & Dukic, 2009). The modern tourists can virtually tour destinations through social media and the Internet, commune with distant destinations on the way to work, and organize tailored adventures. Because of the failure to link with and enchant the virtual audience, different tourism destinations are engaged in an uphill fight. Devoid of the proper blend of tourism marketing policies, tools, approaches, and expertise, the tourism industry will not reach potential consumers, and even more significantly, the potential consumers will not locate the tourism destination.

2.     Summary of Articles

a.      Tourism Policy in New Zealand

The New Zealand tourism strategy 2015 reacts to the modifications that have been witnessed in the international and local tourism market in the last 5 years, and evokes an apparent passageway to ensure that New Zealand attains an utmost value from the changes expected in the future. In New Zealand, tourism is a significant revenue generator, contributing about 19 billion dollars to the economy while still engaging the residents where they own and run hospitality businesses, and provide different products. The values vital to the strategy include manaakitanga (hospitality) and kaitiakitanga (guardianship), which offer a foundation for an appropriate advance to the advancement of the sector (Damien, 2012). The vision of the policy is that in 2015, tourism is cherished as the principal contributor to the economy (Damien, 2012). The industry experiences different difficulties towards this realization. Internationally, it encounters influences of climate variations on international travel practices, exchange rate instabilities, and limited aviation capability. At the local stage, difficulties encompass the accessibility of suitably qualified and skillful personnel, environmental administration, and domestic air aptitude and transport connections.

b.      Tactical Promotion of Tourist Destination

            International competitiveness and tourism concentration generate numerous difficulties and issues in the formation of consumer reliability and sustainable competitive benefit in the tourism product marketplace. The challenges are evident in demand administration and generation of distinctive illustration of a given tourist destination (Stankovic & Dukic, 2009). Engagement of a huge number of dissimilar organizations in the formation and marketing of tourism products makes it hard to support their dissimilar goals and objectives. Harmonizing the tactical objectives of stakeholders and boosting overall monetary gains are the most significant goals of the tactical promotion of a destination. This entails value generation for every partaking firm through advancement of incorporated marketing that contributes to the creation and enhancement of appeal and exclusive illustration of a destination. The advancement and execution of inventive marketing policies of a tourist destination requires a modification in its explanation and comprehension. In the modern business setting, anchored in tactical advance offering innovative and excellently coordinated tourism products is remarkably significant for tourism destinations. Balancing the tactical objectives of stakeholders and raising overall monetary gains are the most significant aims of the tactical marketing of a region.

c.      Tourism Industry Turned to Social Media and Travel Blogs

            Professionals are convinced that there has already been a change in approaches and visitors are more probable of travelling to Thailand destinations currently as compared to when the present political instability started (Thailand’s tourism industry, 2014). Nonetheless, tourism firms in Thai still see the need for enhanced publicity of the nation and affirm their requirement to operate jointly and more closely to raise the number of visitors in the present political atmosphere. The tourism sector values the need to improve the strength of social media and the internet to convey the information that Thai is still a valuable tourist destination. Thai is currently experiencing an image challenge but the insight of possible travelers does not equal the certainty on the ground. The use of major digital influencers to observe the impact on tourism and share it with is vital.

3.     Discussion

            Tourism, both global and local, has turned into a trendy worldwide leisure activity (Damien, 2012). Global tourism has inward as well as outgoing insinuations on a nation’s scales of finances. In the contemporary world, tourism is a key source of revenue for many nations, and influences the economy of the source and the host nation, in some instances being vital significance (Damien, 2012). A triumphant tourism destination demands a brand that attracts its target marketplaces, content that successfully generates potential consumers, and a degree of service that pays attention to the needs of clients, all in an ever thinning budgetary limitations.

Contrary to outbound marketing (for instance, online marketing, and direct mailings), inbound marketing is anchored in the conception of ensuring that a destination is easily accessible and attracting clients to social media and the internet through inspirational content. In tourism, marketing can be costly, especially if the industry desires attracting clients internationally. Characteristic tourism financing is obtained from national tourism taxes and agencies. To enhance tourism marketing, public-private partnerships should normally form amid national and regional businesses, sectors, and organizations (Thailand’s tourism industry, 2014). For instance, where there are different tourist sites in a given region, or across some neighboring regions, the whole region could embark on marketing as an attractive vast attraction site through a combination of marketing and other promotional activities. On this note, partnership could offer tourists a comprehensive tourism experience.

Engagement of partnerships in the formation and marketing of tourism products and services of some tourist attraction makes it hard to align the dissimilar objectives and interests of the businesses, organizations, and sectors. On the contrary, the organizations, sectors, and businesses enter dissimilar types of partnerships for the objective of attaining individual and shared benefits (Stankovic & Dukic, 2009). Balancing the tactical objectives of stakeholders and raising monetary gains are the most significant aims of the tactical marketing of a tourist site. Marketing entails value generation for every partner via enhancement of incorporated promotion that facilitates attraction and creation of an outstanding image.

4.     Conclusion

With the enhancement of international tourism, and developments anticipated to intensify, opportunities in tourism are boundless yet some tourism companies and destinations do not achieve triumph. Devoid of the appropriate mix of tourism marketing policies, devices, approaches, and proficiency, the tourism industry will not attract possible consumers, and even more considerably, the possible consumers will not trace the tourism destination. The tourism industry values the necessity to advance the power of social media, in addition to the internet, to express vital information. Engagement of partners from dissimilar organizations in the facilitation of marketing makes it hard to uplift their dissimilar goals and objectives. Nevertheless, organizations, sectors, and businesses form partnerships for the intention of attaining individual and collective benefits.


Damien, H. (2012). New Zealand tourism strategy 2015. Economic Review, 17, 79-100. Retrieved from

Stankovic, L., & Dukic, S. (2009). Challenges of strategic marketing of tourist destination. Economics and Organization, 6(1) (2009): 23-31. Retrieved from

Thailand’s tourism industry turned to social media and travel blogs to send the message that the country is safe for visitors. (2014). Retrieved from