Qualmark pushes world-class image

By Graeme Kennedy

Friday 22nd November 2002

Tourism's official quality endorsement, Qualmark, is being expanded across the industry to raise operator standards and help make New Zealand a world-class product visitors will pay more to experience.

And the quality guarantee has a new image with a silver fern replacing the old blue Q to match Tourism New Zealand's 100% Pure international campaign branding Tradenz and Industry New Zealand.

The endorsement began in 1994 as a joint venture between the Automobile Association and the Tourism Board, initially to grade motels and holiday parks and has grown to include hotels and other accommodation types.

But a need to expand it into the wider industry was identified last year in the New Zealand Tourism Strategy which said product quality was a major driver for growth.

Qualmark chief executive Fiona Luhrs said the inclusion of tourism operators, transport companies, and service groups would make it easier for overseas visitors to buy product with confidence.

"When they see the Qualmark they will know they are doing business with professional people who can be relied upon to deliver quality," she said.

"And if they use websites, how do they know what's behind the pretty pictures if they are booking from Los Angeles or London?

"New Zealand is a long-haul destination and getting here costs a lot.

"We have never been a mass market and our focus is at the top end where we want visitors to stay longer and spend more rather than tack three days on the end of an Australian tour.

"We want New Zealand to be known as a world-class destination that is the only way for us to go so we need to raise the overall quality."

Ms Luhrs said the industry was strongly supporting the Qualmark expansion with 35 businesses signing since the new company was launched last month.

The organisation which is still 49%-owned by the AA and 51% by Tourism NZ, had about 800 accommodation members and a goal of 3000 from across the industry within four years.

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