The tourism industry in Rotorua, New Zealand is dominated by both large international companies and smaller local operators. Major international companies like Skyline have made large investments in attractions. There is also a wide range of smaller local adventure tourism operators. While a few large companies own some of the most popular attractions, there are also many alliances between similar attractions to offer package deals. The industry works to address seasonality through special events and targeting other markets like conferences.

1. Features of the Tourism Industry in Rotorua
Industry = Economic activity = selling goods or services.
Tourism Industry = Selling holidays, activities, entertainment or
holiday accommodation.

2.  To describe what the Regulators and the
Tourist Industry is like in Rotorua.

3.  Regulators
 Industry

4.  Organisations that are used to control
Tourism.
 They advertise and market areas and they
protect both the Tourists and the people who
work in Tourism.
 Examples = TourismNZ, Qualmark, Positvely
Wellington.

5.  A commercial operation (a way of making
money).
 An Example – Skyline, Rainbow Springs,
Disneyland, Weta Cave, Holiday Inn, Accor
Hotels.

6.  What is the Tourism Industry like in Rotorua?
 Is it dominated by foreign companies?
 Do just one or two companies own all the attractions?
 Is there are large range of attractions?
 Are there any periods in the year when Rotorua has few Tourists?

7.  Major international companies investing in
Rotorua. (making multi million dollar
investments.
 Skyline (Tourism Holdings ltd)
 Queenstown Gondola and Shotover Jet
 Vertical Linkages

8.  Making sure that Tourist receive quality
products.
 Qualmark symbol – used to recognise high
standards of accommodation.
 Reassures customers.

9.  Where similar products from different companies
are linked together
 “the 5 star attractions” – Agrodome Leisure Park,
Paradise Valley Springs, Polynesain Spa, Skyline
Skyrides and the NZ maori arts and craft institute
who have formed a “Market Alliance” by grouping
together to offer package deals.
 “the natural experiences network” – Tamaki Tours,
Waimangu Thermal Valley, Waiotapu and Rainbow
Springs.

10.  Of tourism operators – moving into different
areas of tourism.
 Growth of adventure tourism market.
 Specialise in providing niche-market
products.
 Off road NZ
 Crater Tours
 Adventure Kayaking

11.  In one particular area / key sites.
 Egg. Skyline Rides has added and increased
range of facilities and products.

12.  Tourism Rotorua marketing has well
developed strategic marketing planning.
 Seasonality is a major difficulty but by
planning specific events and targeting
conference and incentive tourism can boost
domestic and international tourism.

13.  Rotorua has gone through rises and falls in
its fortunes.
 Depends on peoples disposable income and
lots of other factors.
 The challenge for Rotorua is to keep
developing facilities and developing new
attractions.

14.  The Department of Conservation (DOC)
Manages a lot of the areas visited by tourists.(Waimangu and
Waiotapu)
Provides facilities (visitor centres, car parks, toilets).
Controls which private business can access land managed by DOC.
 Tourism Rotorua
Markets Rotorua (advertises) to the world.
Promotes sustainable tourism.
 Rotorua District Council
Is responsible for controlling and tourism development and to
coordinate environmental and management plans. It has a District
Plan which sets out what sort of development is allowed where!