What success looks like
While delivering on the key activity areas will reflect the short-term success of the initiative, mid-term success is:
The sector and Māori are empowered by data
This means:
- Innovative approaches enable new and timely insight
- Māori data needs and the value of Māori tourism are understood.
- Access to Mātauranga Māori is enabled.
Data that meets experts’ and users’ needs
This means:
- Data is robust, and enables analysis as needed – nationally to regionally.
- Data gaps are plugged.
- Government policy and decision-making are driven by data.
Everyone can access and understand the data
This means:
- Stakeholders can access and use centralised, consistent, and easy to use datasets.
- The sector has the capability to use and digest data, to make informed decisions.
The tourism data system is fit-for-purpose and sustainable
This means:
- There is a clear mandate, system leadership, and system-level strategy.
- Partnerships and collaboration across the sector are evident and ongoing.
- There are sustainable investments in tourism data system priorities.
Outcomes beyond this are not depicted in the model as these are things over which the TDLG does not have direct levers. It is likely that in the future the recommendations of the TDLG would contribute to new thinking, increased efficiencies, better investments, improved policies, and spill over benefits (the demand for data creates opportunities for data providers). The recommended activities will support the achievement of New Zealand-Aotearoa Government Tourism Strategy outcomes:
- Economy – data intense industries are known for having higher productivity
- Environment – increased availability of such data will improve understanding of what needs to be protected, as well as inform more sustainable environmental practices
- International and domestic visitors – domestic data measures (e.g., satisfaction, preferences) will be re-instated to support the development/delivery of domestic tourism products, while MBIE’s continuous International Visitor Survey improvement programme will enable similar for international tourism
- New Zealanders and their communities – local (not national) perspectives on tourism will be publicly accessible, enabling increased consideration of local aspirations for tourism
- Regions – an increase in both the amount, and the accessibility of regional data will support thriving regions.