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"Immediately following the Christchurch earthquake our focus across the tourism and hospitality industry has been to support and care for the many people affected by the earthquake, including international and local visitors and the Christchurch community. Many have needed the assistance that the industry has been very willing to provide. Numerous stories have been relayed about the generosity extended to visitors and others in need over this difficult time.
While this continues, attention is now shifting to the economic impacts on tourism of this terrible event.
In this regard, the Ministry of Economic Development’s Tourism Strategy Group has begun work to assess the economic impact of the earthquake on tourism, but it is still far too early to quantify this. A range of factors need to be evaluated over the coming weeks, and clearly a rescue effort is still underway. A clearer picture will emerge once access restrictions are lifted and fuller assessments of impacts on the ground are possible.
Other current priorities for tourism are to reassure overseas markets that the earthquake was localised to Christchurch city and Lyttelton and that other parts of New Zealand are open, welcoming and operating as normal. Christchurch Airport is open and operating normally and remains an important gateway into the South Island. This means that while people are advised against non-essential travel to Christchurch city, we are encouraging visitors to continue with their plans to visit New Zealand. Among other things, we are working to ensure travel advisories accurately communicate the location of the earthquake damage and do not mistakenly advise against travel to the rest of New Zealand.
Collectively, the tourism industry’s attention is now shifting to ensuring tourism remains strong and maintains its contribution to New Zealand‘s economy. A strong economy will be vital to helping Christchurch get back on its feet.
We have been continually providing information to overseas travel trade and people involved in the tourism industry to keep messages about Christchurch in context with the rest of New Zealand. Tourism New Zealand has reviewed its current marketing activity for Christchurch and has postponed joint advertising with Christchurch and Canterbury Tourism for the time being.
Tourism New Zealand is however aiming to sensitively reinforce to overseas trade and media that while our hearts are with Christchurch, and the city will need some time to recover, we must also continue to care for and host incoming visitors to the rest of New Zealand."
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
