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ATTTO works to support New Zealand’s Approved Destination Status (ADS) agreement with China

China is recognised as New Zealand’s fastest growing inbound tourism market, constituting our fourth most significant market by tourism arrivals. Chinese visitor numbers and their associated expenditure in New Zealand is forecast to double by the year 2012.

However, research tells us that satisfaction among Chinese visitors is lower than other groups of visitors. In the past, problems have been experienced with low quality tours with little or no tourism activities, misrepresentation of tour itineraries, over-reliance on commission-based shopping and inexperienced tour guides.

One way that visitor satisfaction and quality is being improved, is through the China Group Tour ADS system.

Managed by Tourism New Zealand, the ADS system means that New Zealand-based Chinese Tour Operators can be monitored and approved, ensuring that they meet 'fit and proper person' requirements and can demonstrate compliance with a specific Code of Conduct. 

The role of ATTTO in the ADS system

To comply with the Code of Conduct, all guides involved in ADS Group Tours are required to have completed the following ATTTO Awards by 01 December 2008:

- Tour Attraction Guiding Award
- Tour Excursion Guiding Award

To date, ATTTO have 82 guides registered for Attraction Guiding Award training, with completion due by 31 August 2008.

Resources have also been developed by ATTTO in an effort to help trainees successfully complete their requirements. “We have worked hard to provide an award that is relevant and provides an engaging learning experience through a combination of workshops and workbooks,” says Brenda Christie, General Manager of Service Delivery at ATTTO.

Guides on ADS Group Tours must complete and be assessed on the associated workbook, and then be assessed ‘on tour’ to meet the requirements of the Award.

“We run workshops in an effort to help trainees complete their workbooks in a supportive and interactive environment. A facilitator is available with the experience, skills and knowledge to make the process easier for trainees,” explains Christie.

“We are also intending to run personal coaching sessions at our new Auckland office to assist Auckland-based guides and to increase the qualification completion rates for this particular project. Dates for this will be released soon.”

“We are committed to ensuring that we play our part in improving the quality of the visitor experience for this important group. Our qualifications, resources and workshops are great examples of how ATTTO is working together with the New Zealand tourism industry to help raise the bar on the visitor experience.”



Tour guide Tony Chao being assessed on tour

China-New Zealand qualification recognition

 
As well as one of our biggest tourism markets, China is also New Zealand’s largest source of international students.

A world-first qualifications cooperation clause in the China-New Zealand Free Trade Agreement means that the two countries will be working together to ‘explore possibilities for mutual recognition of respective vocational qualifications’.

This recognition will help to promote New Zealand’s qualifications internationally, and formally recognises the country as an important provider of quality education.

“This is a great opportunity to put New Zealand qualifications on the world map,” says Elizabeth Valentine, Chief Executive of  ATTTO. “It provides us with a practical ability to help more people involved in the visitor experience to deliver on our 100% Pure, unique New Zealand tourism experience,“ says Valentine.
 
Important steps have already been made in this area, with NZQA recently signing an agreement with a specialised agency responsible for verifying degrees in China, the Chinese Academic Degrees and Graduate Education Development Centre (CDGDC).

The agreement means that Chinese students will have more opportunity to have qualifications they have earned at home recognised in New Zealand, with a main aim of the agreement being to clarify qualifications recognition to make processing applications more efficient.

Want more information?
For more details on ADS requirements, please contact Belinda Jorgensen on 04 815 9815.