Why are YOU important to the NZ economy

In this article I aim to show you how important you are to the New Zealand Export and Tourist Industry. Why it is important for everyone to be part of a successful NZ and to understand your role and the benefit of everyone doing their bit.   

The Facts:

  • Across the depth and breadth of New Zealand there is incredible expertise, confidence and resources to produce significant volumes of high quality food products.
  • 54% of New Zealand’s exports, by value are in food and beverage manufacturing, many of which still have multiple layers of value added opportunity. The world needs to increase food production by 70% over the next 35 years to be able to support the projected population growth. This period will also see significant growth in the new wealth classes of many high populous countries which will massively grow NZ’s high quality innovative niche position .
  • New Zealand has just topped 3m tourists per year with continued growth opportunities. Much of our overseas exports are sold and influenced by brand “New Zealand” and there fore the link between a persons holiday experience is transferable to other post holiday transactions.

We need to see tourists as an export opportunity: Exporting good memories and future food consumer influencers’.

Every tourist that comes here has the potential to return home and become a New Zealand food and beverage advocate. So imagine if every visitor here thought: NZ is an incredible place, we do things well, are generous and caring, that the foods they ate here tasted better, were authentically grown and were made into the best food products. We would be producing an exponentially multiplying army of NZ brand ambassadors and consumer influencers.

So consider this: If every tourist that came to NZ purchased one more food and beverage product a week on their return home and the average of that food product was $5 that would equal $780m a year. If each of those people told 10 people and those people bought 5 extra NZ food products a year that would be a further $750m. This would equal a total of $1530m extra sales next year which some might say is not a lot but when compounded over even five years we have an increase of $22,950m new food and beverage exports, or after ten years $84,150m. This doesn’t take into account the increased conversations from people encouraging their friends to take their next holiday in NZ. A truly sustainable proposition!

You may now be thinking so what has this got to do with me? A reasonable question!

In this user pays market a portion of every extra dollar of export flows back into building and running our NZ infrastructure and economy, jobs, universities and education etc……..a future for the generation of NZ to come. Meaning you and your families will benefit directly by the level of health care, age support and education that NZ’s economy can support in the years ahead.

I guess your next question will be, “so what could I do that could possible make a difference?”

There are a few things that immediately spring to mind.

  • If we all made a commitment to help one tourist a year with a random act of kindness and encouraged everyone around us to do the same (spread the word) we would categorically make an impact. 3m tourists is less than one person to help each, each year. 
  • Tourists are often easy to pick out, so make eye contact and smile at them for these are gestures of friendship. We can give endless amounts of both gestures every day as they cost nothing to make and no time to give yet they create such a warm feeling of being welcome.
  • If some one engages back, say hello, they have come here to NZ to see our country, and visit us. So every time you or one of your friends makes the effort to say hello you are acknowledging them and making them feel welcome.
  • If someone looks like they need help, with directions, advice, or such like be generous when you can. One random act of kindness could change that person’s whole holiday experience and could single handedly move them to be an ambassador of NZ food, wine, beer and juice products for life.

There is absolutely no excuse for not participating; you might even find it is very inspirational and helpful for your own wellbeing. Nearly every business has some sort of contact with tourists. All business owners know their success and livelihood depends on them respecting and appreciating their customers.  If you need to validate how important this is and what the difference is, try it. Imagine you are here as a tourist when you next go out to a café, get petrol, or go to the supermarket.  Record what it feels like when being served or helped by some one who really cares about you, smiles at you or looks you in the eyeball and the difference when they don’t.

I think you will agree, the difference is game changing and easy for us all to do more of.

Mark Collins