Cambridge has weathered economic storms proving tourism is a viable industry for the town, but operators have been told to beware price gouging during key events.
Taupō MP Louise Upston, centre, with Gerry Westenberg, right, who has developed the old Masonic Hotel, renamed The Clements Hotel, which will reopen later this month with Cameron Kellow as general manager. Photo: Michael Jeans.
At Destination Cambridge’s annual tourism industry evening in the Town Hall last week, Tourism minister and local MP Louise Upston said regions needed to work together to get tourists back to New Zealand and make it the country’s biggest export earner again.
Recent price gouging in Taupō during last month’s Super 440 was “outrageous,” she said.
“But do you know what’s damaging? It’s actually damaging to the town and it’s damaging to New Zealand’s reputation because the view is that we are willing to rip people off.
“I know when it’s Fieldays and when it’s Waka Ama there’s lots of opportunities and lots of demand on accommodation. It is very short term thinking to go after the big prices. We don’t want to be that place or that country seen to rip people off,” said Upston.
“Actually getting people to choose New Zealand is job number one,” she said also questioning the number of regional tourism organisations in the country. There are 31 including Hamilton and Waikato plus one in Wānaka and another in nearby Queenstown.
Riverside Adventures business manager Memorie Brooky. Photo: Mary Anne Gill
During the event Riverside Adventures business manager Memorie Brooky confirmed the i-Site operation they had run since July last year for Destination Cambridge, following the withdrawal of Waipā District Council funding, would close on June 30.
Riverside would not continue being part of the i-Site network of official visitor information centres but instead would set up an information centre at the Velodrome called Explore Waikato Visitor Hub.
“The Velodrome is on the signage from the Expressway so that will be a nice easy pop off.”
No announcement has been made about the future of the Town Hall space occupied by Destination Cambridge’s i-Site for more than two decades but the trust managing the hall is said to be in discussions with Waipā council around overflow library space.
Lucy Young
Destination Cambridge chair Lucy Young, who is standing down at the upcoming annual meeting, said they had “opened conversations” with the Cambridge Chamber of Commerce around a potential merger.
“Our thinking is that builds on a strong synergy between our respective organisations might be more agile and better positioned to adapt to evolving tourism trends and allow us to embrace new opportunities for innovation and digital presence.”
Destination Cambridge’s website is a digital goldmine attracting 125,000 active users and the event listing part of it had a huge database, said Young.
The organisation would continue to work on the vast potential of the sector collaboratively having established financial sustainability, she said.
Years of prudent financial management and a proactive approach to diversifying its income stream meant there were reserves.
“These aren’t just numbers on a page; they are a strategic asset that we intend to deploy thoughtfully to directly benefit you. This financial strength will empower us to amplify our industry’s voice on key issues,” said Young.
Attendees listen to Lucy Young at Destination Cambridge’s Tourism Industry evening. Photo: Michael Jeans
