Tourism operators must do their homework to survive, says i-SITE manager

September 29th, 2010
By David Armstrong

The improved performance of Motueka's i-SITE operation, in both revenue and staff skills, was highlighted in the manager's report at the annual general meeting of the local tourism group Tasman Bays Promotion Association (TBPA) held last evening.

Despite 9% fewer visitors using its Wallace Street building this past year, i-SITE achieved a 2% increase in turnover and revenue, reported manager Lois Walker. Furthermore, in the all-important area of staff competence and qualifications, two staff members achieved extra tourism qualifications and the service as a whole raised its Qualmark rating from 76% to 83%. Better upselling skills shown by sales consultants helped explain why there has been more income from fewer visitors.

TBPA owns and operates i-SITE (otherwise known as the Motueka Visitor Information Centre), and the group is the main tourism industry association in the district. It represents 142 members - mainly accommodation and tourism activity providers) - and 75 non-member advertisers.

Lois said that many members left over the past year but hard work by staff managed to sign up as many new members. She said most lost members were accommodation providers who have not done enough to tailor their offerings to today's difficult market.

Lois has continued to be "bitterly disappointed" by the lack of real progress with the revamping of i-SITE's outdated website, caused by "a major gap in communication". The upgrade is now expected to be complete by next April/May.

The year ahead promises a similar level of uncertainty as the last two, Lois said. "The businesses who will win through will undoubtedly be those who have done their research and tailored their offerings to what visitors are actually wanting. Those who have the greater challenge will be the ones who sought the lifestyle and then found a way to finance it as an afterthought."

She rejected suggestions that tourism operators who are not members of TBPA should be charged an extra commission if they receive bookings through i-SITE, saying it was vital for i-SITE's brand that it is seen as impartial and offering uniform charges across the country.

In his chairman's report, Chris Salt said that the governance group has been working on strategic issues over the past year, and has a handful of tasks to work on this year. Effort will go into improving the i-SITE building, completing the website upgrade, looking for spots on lifestyle TV programmes, working with Nelson Tasman Tourism and the Rugby World Cup group, and helping address issues around freedom camping and cycle tours. More and improved signage leading to the i-SITE building remained a priority.

He also announced that long-serving committee member Mark Chapman has stepped down this year. But a mini-highlight of the evening was the unpacking of the new visitor's guide, which is larger than last year's due to the addition of pages on the Ruby Coast providers. This year 40,000 copies have been printed, up 5,000 from last year's edition which ran out.

The treasurer's report gave cause for further smiles, with an increase in members' equity from $269,743 to $334,065 (largely due to the increased valuation of the i-SITE building) and a net operating surplus of $34,770. Lois explained that the equity surplus will allow for building improvements, some promotional activities, and a buffer for staff in case of a bad year ahead.

The meeting ended with an address by guest speaker, Lori Keller, who is general manager of Abel Tasman Tourism and a board member of BYATA (Backpacker, Youth and Adventure Tourism Association).

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