Launched by TIA in November 2017, the Tourism Insight Framework aims to drive changes so that tourism businesses and stakeholders have the quality knowledge needed to make better informed decisions and achieve better outcomes.
The Framework is driving changes so that tourism businesses and stakeholders have the quality knowledge needed to make better informed decisions and achieve better outcomes.
The industry-led framework has five inter-related elements - leadership, sustainable funding, quality inputs, technology and enabling better decision making - and a series of actions.
Activating the actions
TIA has convened an Insight Leadership Panel made up of industry representatives to support the implementation of the framework actions. The group has two key areas of focus:
- Insight priorities
Develop a plan to identify and prioritise tourism industry insight needs.
- Sustainable funding
Advocate for sufficient funding for the government's core tourism dataset to ensure it meets the industry's needs in terms of coverage and quality.
- Identify all potential public sector funding sources, particularly the government's science and innovation funds, and develop and implement a plan to access this funding.
- Investigate options to develop funding mechanisms that enable the industry to meet more of its own insight needs
Ranking the priorities
The Insight Leadership Panel meets regularly. The group is focused on refining a list of insight priorities, developed by TIA in consultation with the ILP. The final list will be released to the industry at the end of the year.
The ILP is also investigating how to sustainably fund the priorities.
TIA has also been in discussion with providers and industry users to help bring the insight framework to life.
Some recent wins around industry insight
- Mood of the Nation
Increasing the sample size of the Mood of the Nation research. This will provide stronger regional data around different community perceptions of tourism, which in turn will provide the industry with better insight in order to tell the tourism story.
- Engagement with Motu
Engagement with economic research institute Motu, to provide tourism industry input into climate change research. The industry has an opportunity to actively participate in the $500,000 of funding that the National Science Challenge has provisionally allocated to this work.
- South Island Visitor Flows Study
TIA provided input to the NZTA stocktake report of data that can be used to help identify patterns of visitor travel around the country.
- Sustainability research
Leveraging academic sector partners to create industry relevant insight. The Tourism Industry New Zealand Trust provided a grant to Canterbury researchers to explore how Canterbury can develop its tourism industry sustainably.
TIA has engaged widely with a number of organisations to galvanise support for the framework implementation since its launch in November 2017, including:
Air New Zealand
Beef & Lamb NZ
Department of Conservation
Haka Tourism Group
Hamilton & Waikato Tourism
Lake Wanaka Tourism
May Communications & Marketing Ltd
Ministry of Business, Innovation & Employment
Ministry of Transport
New Zealand Tourism Research Institute
New Zealand Trade & Enterprise
Ngai Tahu Tourism
NZ Cycle Trails
Queenstown Lakes District Council
Tourism Export Council
Tourism New Zealand
University of Canterbury
Victoria University of Wellington