A story in the Wanganui Chronicle yesterday highlighted the results of a national survey about the perceptions of Wanganui.
The hapless Wanganui ratepayers that paid for this pointless exercise will be pleased to discover that their celebrity mayor and river are the most popular icons.
The survey results that draw upon the insecurity and gullibility of Wanganui residents will be used to form a visitor strategy for Wanganui and qualify further ratepayer expenditure.
There seems to be an institutional reliance within the tourism industry on local councils providing tourism services including marketing. Local tourism (and accommodation providers) are drawn in to this unhealthy symbiotic relationship and start to focus taxpayer funded solutions, rather than rely upon their own capabilities.
The future vibrancy of the tourism industry should not rely on ex-school teachers, failed politicians and professional bureaucrats within councils. These institutions struggle to manage core services such as roads, footpaths, rubbish, sewage and water. There is an amusing irony that these people should be charged with tourism promotion.
Councils should exit from all tourism promotion including: funding i-Sites, event marketing, economic development, sister city promotion and any other "tourism" wet dream expenditure.
The best tourism promotion any city can do is to allow private enterprise to thrive by not burdening its ratepayers with unnecessary taxation.
Instead of looking to council to promote his business, tourism operator Mr Smith (below) should continue to act as an ambassador for the region by providing his customers with a mind blowing quality experience that will be shared with potential visitors on social networks.
If Mr Smith believes in promotion on a scale beyond his own businesses capabilities then he should gather together like minded tourism businesses that can work together with their own freely donated communal funds.
06.05.2009
By Anne-Marie Emerson
anne-marie.emerson@wanganuichronicle.co.nz
How NZ sees us: Perceptions survey released
Wanganui is best known for its mayor and its river, according to a new national survey.
The National Perceptions Of Wanganui survey, which asked 766 people throughout New Zealand about their views of Wanganui, found that mayor Michael Laws and the Whanganui River are the two most notable features of the city.
Gangs, the movie River Queen and Cooks Gardens also rated a mention.
The survey, commissioned by the Wanganui District Council, found that Wanganui is not considered a tourism or lifestyle destination compared with other centres and regions.
Wanganui is also perceived to have a poor climate.
Councillor Dot McKinnon, who is chair of the council's image and promotions working party, said these things were untrue.
"But that is how we're seen."
Cr McKinnon said national perceptions of Wanganui needed to change, and this research was the first step towards that.
"We are a very pretty city with a family-friendly quality of life and fantastic amenities.
"It is time to tell all of New Zealand that Wanganui is the place to visit and live."
She said direct marketing, clever image-building and "the truth" were needed to combat negative perceptions.
Cr McKinnon said the dominance of Mr Laws and the river were highlights in the survey results.
"Both will be critical messengers in selling the Wanganui message.
"We are fortunate that we don't need to create a spokesman or a definitive brand -- this survey indicates that they already exist."
Michael Laws said he was surprised he was listed as one of the major features of Wanganui.
"I know I have a national profile, but it seems bizarre that the river - which has been here since the year dot - has to share its pedestal with me."
Local tourism operator Rory Smith said the survey results were very disappointing.
"Wanganui was one of the first tourist destinations in New Zealand; and 50 years ago, the Wanganui District Council was the first winner of the New Zealand Tourism Awards.
"The truth is, we're failing woefully, and we've been going backwards since the [Michael Laws-led] Vision team has been in council."
Mr Smith said there were many accomplished operators in and around Wanganui, who were working in challenging economic and political times.
"We certainly have no need to justify tourism in Wanganui."
Mr Smith said he had no faith in the council's image and promotions working party.
"How can I have any faith in it, when it has no input from Wanganui tourism operators?"
But Mr Laws said the working party would have input from the tourism and commercial sectors, and would use the survey results to draw up a visitor strategy for Wanganui.
Mr Laws said he hoped the perception survey would be held every year, to track progress.
"Wanganui is like Napier was 20 years ago.
"They did exactly what we're doing now, worked on their strengths, and now they're a major tourism and lifestyle destination."
