Are the visitor numbers given by DSM credible?

Many small and medium players in the tourism industry are questioning many aspects of the recently formed Destination Sales and Marketing (DSM) committee.
Concerns have been raised because in effect DSM has used up funds which had already been earmarked for March-April 2010 by the official Tourism Corporation marketing team. This is questionable practice considering DSM is only an unofficial and ad hoc body and yet has been allowed to use funds that are part of the budget allocation for our Tourism Corporation
The uncertainty extends to the figures given in the UPGRADE campaign in November 2009 which claimed to have generated 3000 room nights. There are questions as to accuracy of these estimates which do not appear to tally with statistics received from industry figures which tell a different story. According to reliable industry figures, the campaign generated 1355 nights from 596 passengers. DSM has been asked to provide their extra figures to reconcile the numbers.
The fact is that the $81,000 used to finance the UPGRADE campaign has meant that the New Zealand campaigns scheduled for March-April 2010 has been withdrawn. This has already been raised with the Board regarding changes in budget allocations which impinge on the ability of our National Tourism Office to meet its objectives and outputs in the budget process that was tabled and approved in Parliament.
The March-April campaign was to have included a 14 page brochure which would be distributed nationwide as an insert in the highly popular Sunday Star Times. The campaign was to have included brand advertising leading up to the release of the inserts and retailer activity.
Other aspects the smaller operators find disturbing include who selected DSM, how they were selected and whether DSM represents everyone in the industry or just the big end of town?
There is also the question about conflicts of interest – even if it is unintentional – where DSM is simply not representative enough with some members being family members or partners with others on the team and the chairman ought to be independent.
The public row is starting to shine a light on the challenges faced by the Tourism Corporation which judging by the rise in visitor numbers of just over 100,000 while other countries are reporting a drop in visitors. The special events of WYNC and Pacific Mini Games boosted our figures as does the annual Vaka Eiva races but smaller operators say they received very little spin off from the Mini Games at all.

Herald Issue 463 10 June
- World famous activist assisting residents
- Budget will decide if residents prosecute Government over landfill
- Forestry project sucking Mangaia dry
- Budget 2010 – fiasco or disaster?