Win-Win A warm cultural welcome for visitors to Rugby World Cup 2011? Tim Walker Ministry For Cultural Heritage

Win-WinA warm cultural welcome for visitors to Rugby World Cup 2011?

Tim Walker

Ministry For Cultural Heritage

Why bother?

“Tourism is about money”

=

“Culture isn’t”

Why bother?

“The cultural sector cares about

authenticity”

=

“Tourism doesn’t”

Why bother?

“We’re about cultural excellence”

=

“Sports fans want dumbed-down experiences”

Why bother?

“Sports fans at the Rugby World Cup

will be like a lot of New Zealanders

who don’t come to

our shows/venues anyway”

Sector’s natural advantages•Seen as being at ‘arm’s length’

•High profile potential

•Perception of ‘public good’

•‘Authentic’

•‘Integrity’

What stands in our way?•“We just don’t have the resources”

•Focus on protecting rather than winning territory

•Fear of losing authenticity

•Lack of interest in audience

•Lack of understanding of audience

Wellington 2011Regional Coordination Group established:

•Wellington Regional Stadium Trust

•Wgtn Rugby Football Union

•Positively Wellington Tourism

•Greater Wellington Regional Council

•TLA reps from the other councils in the region

•Police

•Iwi rep

culture

Cross-cultural Leadership•Each party recognises there are differences

•BUT; largely maintain distinct identities, values and practices

•AND; co-exist rather than develop new shared basis for evolving

Graen & Hui

Transcultural global leadership in the 21st century 1999.

Transcultural Leadership•Begins with a genuine mutual trust, respect and commitment

•Collectively creates transcending values and norms

•Develop procedures to bring creative solutions

Graen & Hui

Transcultural global leadership in the 21st century 199

RWC 2011

RWC 2011•RWC2007 the third most watched event in the world

•4 billion will watch the RWC2011

•60,000 – 70,000 international supporters,

•2,500 international media and up to 2,500 corporate and VIP guests

RWC 2011 Vision

“RWC 2001 will be an outstanding

tournament and festival

creating enduring benefits for

Rugby and New Zealand

as well as great memories for everyone involved””

A Nation-wide Festival•‘A stadium of four million’

•venue and city dressing, fan zones

•a nationwide opening ceremony

•community adoption of participating teams and their supporters

•a series of national and regional arts and cultural activities

The New Zealand Context

•The bulk of the tournament will be regionally based

•Set within an over-arching nation-wide festival

•Regions will promote their festivals within a nation-wide promotion campaign beginning from late 2009

Creating an enduring legacy

“I hope the biggest gains will be a greater understanding of

the idea of partnership;

how people can work together.

“…and New Zealanders’ greater awareness of

and pride in our culture”

Martin Sneddon, CEO RWC2011

Martin Sneddon, CEO, RWC 2001

The objective is to create an exceptional and unique ‘New Zealand’ experience for our visitors and for our own communities

RWC 2011 visitors•More males than females – 65% male 35% female

•Average age 40’s

•High discretionary income

•Mainly UK, South Africa, Australia

Lessons from the Lion’s tour•Those coming are not ‘boof-heads’

•A different demographic from the 7’s crowd

•They want to experience New Zealand

•They want to have a good experience

Maori Tourism•Meaningful Maori engagement is critical

• Maori involved in most activities. (Some will be specific to Maori and specific Iwi)

•Focus on wider and lasting benefits

•A significant opportunity to promote Maori strengths and realise potential

A formal Statement of Co-operation between the Four First Host Nations

and the Canadian Tourism Commission

www.fourhostfirstnations.com

Key development issues•Quality of offer; meeting ‘world class’ criteria

•Packaging and marketing

•Encouraging domestic travelers to engage and value

•Our cultural tourism offer as a direct extension of our land and environment 100% PURE

world class attributes outstanding customer service Deep, rich, authentic and unique Real consumer benefits Allows customers to explore,

experiment and get involved Can be customized to meet

specific visitor needs

Provides high-quality interpretation of environmental, cultural and heritage stories

Is convenient and uses time efficiently

Is environmentally sustainable Manages value for money Is safe for visitors and their

possessions

NZ Tourism Strategy 2015Based on two values:

•KAITIAKITANGA … a basis for our approach to sustainably managing our natural, cultural, and built environment for current and future generations.

•MANAAKITANGA implies a reciprocal responsibility upon a host, and an invitation to a visitor to experience the very best we have to offer

NZ Tourism Strategy 2015Outcomes:

ONE: NZ delivers a world-class visitor experience

TWO: NZ’s tourism sector is prosperous and attracts ongoing investment

THREE: The tourism sector takes a leading role in protecting and enhancing the environment

FOUR: The tourism sector and communities work together for mutual benefit

Outcome Four•Regions and communities preserve and promote their local culture & character … in all aspects of the visitor experience

•Core infrastructure and facilities are appropriately funded

•Regions and communities preserve and promote their local culture & character … in all aspects of the visitor experience

•Core infrastructure and facilities are appropriately funded

‘Brand NZ’In 2007 New Zealand moved up from second to first place in its ranking for ‘authenticity’:

“New Zealand is careful about preserving the true essence of the country – the unique lifestyle and environment that make it the most authentic travel experience”

The Country Brand index by FutureBrand 2007

Our visitorsWhat experiences do they want?

Underlying NeedsUnderlying Needs

To feel social andcarefree

To feel vital andalive

To feel balanced and bonded

To feel safe, comfortableand relaxed

To feel mentallystimulated andknowledgeable

To feel rewarded andpersonally satisfied

Colmar Brunton / Tourism New Zealand: Demand for Cultural Tourism 2003

Interactive travelers•have an enduring demand for holidays

•consume a wide variety of tourism product

•do more and stay longer

•seek exploration on holiday

•Are more independent (growing as a % of international visitors)

Interactive travelers•participate in many activities including cultural products

•are more satisfied with their New Zealand holiday experience overall

•have stronger, more positive perceptions of New Zealand’s individual cultural products

•are higher users of the Internet as a source of travel information

94

80

74

74

73

67

64

60

53

52

52

46

45

44

43

41

86

70

67

64

67

60

59

53

53

47

49

43

42

52

37

38

0 20 40 60 80 100

Natural wonders

Physical outdoor activities

Wildlife activities

Learning about people from a different cultureExperiencing country's local cuisine

Sites of importance to country's history/heritage

Historic buildingsSites of importance to indigenous heritage

Shopping for souvenirs/gifts

High adventure activities

MuseumArts/crafts market

Public gardens

Wine tasting/vineyard

Exhibitions of national history

Indigenous cultural performance

Interactive travellers All travellers

Interest in Activities When Travelling InternationallyActual International Visitors

Base: All interactive travellers (n=381), all actual international visitors (n=666)Source: ACTUAL Q1a

%


Learning about people from a different culture

Indigenous cultural performance

Theatre Dance performanceMusic concert

Indigenous music concertArt gallery exhibition

Artists studio

Indigenous artists studio

Art exhibitionIndigenous art

Arts and craft market

Arts and craft trail

Museum

Historic buildings

Sites imptto country’s history

Sites imptto country’s indigenous people

Public gardens

Private gardens

Experience country’s local cuisine

Shopping for souvenirsWine tasting/vineyard

Food and wine trail

Food and wine festival

Farm visit

Farm show

High adventure activities

Physical outdoor activities

Wildlife activities

Natural wonders

Exhibitions of national history

Exhibition of indigenous history

0%

20%

40%

60%

80%

100%

0% 20% 40% 60% 80% 100%

Participation

Interest

Interest by ParticipationInteractive Travelers


Maraevisits

Maori cultural performanceDance performance

Maori music concertArt gallery

Maori art exhibitionMuseum

Exhibition of Maori history

Exhibition of other NZ history

Arts & Craft market

Historic buildings

Sites imptto NZ history/heritage

Sites imptto Maori history/heritage

NZ’slocal cuisine

Public gardensShopping for souvenirs/gifts

Bought a NZ book/calendar/post

NZ wine tasting/vineyard

Food & wine trail

Farm visit

Festival or event

Drivers of Overall Holiday SatisfactionActual International Visitors

Low Performance High

Green = above 50% participationRed = 30% - 50%Blue = less than 30%

Stronger driver of

overall holiday

satisfaction

Lesser driver


DUNEDIN• Historic buildings (49%)• Sites important to New Zealand history (37%)• Shopping for souvenirs (37%)• Local cuisine (34%)• Public gardens (22%)

ROTORUA• Maori cultural performance (57%)• Shopping for souvenirs (52%)• Sites important to Maori history (45%)• Sites important to New Zealand history (42%)• Local cuisine (40%)

AUCKLAND• Shopping for souvenirs (62%)• Local cuisine (45%)• Public gardens (36%)• Museum (35%)• Sites important to New Zealand history (34%)

WELLINGTON• Museum (49%)• Shopping for souvenirs (48%)• Historic Buildings (39%)• Exhibition of other New Zealand history (34%)• Sites important to New Zealand history (33%)

PLUS Public gardens (29%) Exhibit of Maori history (22%) Art Gallery (18%) Art exhibition (13%)

PLUS Arts & craft market (19%) Art Gallery (18%) Exhibition of Maori history (14%) Art exhibition (12%) Other New Zealand music concert (6%)

Cultural experiences are a factor in

the travel decision-making of 30% international visitors

but less than 10% of domestic tourists

New Zealanders’ attitudes

•Friendly and welcoming to tourists

•BUT much less enthusiastic when it comes to promoting our cultural and historical offerings

•We have a ‘cultural cringe’ about our culture “it’s not worth mentioning to tourists”

Tourism NZ’s assessment

•Comparatively little domestic demand for cultural tourism

•Low participation (except museums & galleries)

•The domestic market is an important focus for cultural tourism development and marketing

A focus for our audience thinking?

Tomorrow’s tourists…• Older &Richer

• The Grand Traveler

• The Health Traveler

• The Tribes

Dr Ian Yeoman, Victoria University ww.tomorrowstourist.com

REGIONAL CASE STUDY

Wellington

•$45m new spend estimated - $25m from ¼ finals and $20m from pool games

•30,000 international visitors – most will be in town at the end of the pool games for the ¼ finals (2 week period)

•Combination of new and existing events

•Fan zone in Courtenay Place

•RWC 2011 village in Civic Square

•TNZ Rugby Ball

•WETA sculpture/ themeing

•Civic reception

•Schools programme/adopt a team. Bus schools into Stadium

•Street Parade

•Public training Festival ambassadors programme – building on the rugby 7’s

•volunteer database

•Fireworks display – rather than at Guy Fawkes

•Cultural events – links with Te Papa – blockbuster exhibition

•WOW being rescheduled to before the RWC

•Rugby History Centre

•City themeing

•Plenty of scope to feed into the programme

•Involvement of the arts community is essential

•Offshore promotion through Tour Operators starts in January 2010

•Wellington will develop a marketing campaign that kicks off next year, before any programme details are locked in

IWI CASE STUDY

Ngati Kahungunu

TE IPU – Kahungunu: Bringing home the Rugby World Cup 2011

“Visitors will taste, face and race locals in their own homes, marae and communities. The sporting events will create sweat …. and the tourist-community relationship set with appetites whet.

“Shoulder to shoulder is an institutional approach that Ngati Kahungunu exercises and will apply to this important international event”.

• Ngati Kahungunu is famous for hospitality and seduction.

•We recognize that our whanau Maori are the backbone of NZ rugby and not just our men!

• Our Tamariki are involved on Saturday mornings, our Mums and Dads are taking our kids to their games and cheering them on.

• Maori are POSITIVELY over-represented in the code!

Time for some imagination•RWC2011 is an unparalleled opportunity for the cultural sector

•Its as much about New Zealand audiences as international visitors

•Profile + Engagement + Connectedness = real and sustainable success

http://www.youtube.com/watch?v=7EYAUazLI9kMegan Cummins [[email protected]]

“I hope the biggest gains will be a greater understanding of the idea of partnership;

how people can work together…”

Martin Sneddon

Documents

Win-Win A warm cultural welcome for visitors to Rugby World Cup 2011? Tim Walker Ministry For Cultural Heritage