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The anniversary of New Zealand’s total border reopening sparks optimism and reflection among tourism industry insiders, marking a year of recovery, reinvention, and resilience from the impacts of the COVID-19 pandemic.

On July 31, 2022, a nationwide sigh of relief echoed as New Zealanders welcomed guests from all over the globe again, setting a significant recovery process for the nation’s hard-hit tourism industry into motion.

Tourism Industry Aotearoa’s (TIA) CEO, Rebecca Ingram, describes the past year as a rollercoaster ride. Despite the challenges, she notes that the industry is becoming more robust and more reflective than before, adding, “Tourism is not an island – it is connected to so many parts of our economy and communities. The return of visitors made a difference to many New Zealanders.”

This recovery period encouraged many operators to innovate, adjust and revisit their business strategies. Les Morgan of Sudima Hotels observed an increase in seasonality extremes over the past year. This led to operational challenges, particularly in recruitment and staff retention. Despite this, the pandemic provided an opportunity to recalibrate their business approach, which led to a heightened focus on domestic and corporate markets. Sudima has also ventured into implementing technological advances, such as using robots for restaurant services. [Link to Sudima Hotels]

Similarly, James Dalglish of GO Rentals viewed the recovery period as an opportunity for growth through mergers and acquisitions. However, he pointed out that a significant challenge was recruiting and retaining experienced staff. Despite the hurdles, Dalglish sees a silver lining, particularly in embracing innovations like rolling out more electric and hybrid vehicles.

Shayne Forrest, from the Hobbiton movie set in Waikato, used the past year as an opportunity to improve their services. This reformation process paid off, as he noted that people returned faster than anticipated.

Ingram of TIA emphasizes that the industry is devoted to rebuilding in a way that will benefit Aotearoa and New Zealanders. She stated, “We’re proud of how the industry has held strong, with the support of Kiwis, and we want to make sure we continue to boost Aotearoa, New Zealand.”

While the second summer of recovery promises a brighter outlook, the industry focuses on long-term goals, incorporating efforts to impact the environment and the communities they serve positively. This commitment to rebuilding is a testament to the resilience and tenacity of the New Zealand tourism industry, demonstrating their readiness to adapt and flourish, come what may.