The first thing you look for when selling New Zealand
The country’s Qualmark accreditation service signposts global standards of quality – general manager Steven Dixon explains how agents can use the scheme to design exceptional itineraries
What is Qualmark?
Since 1993 Qualmark has made it easy to find the best tourism offerings in New Zealand. All Qualmark awarded visitor accommodation, activities, service and transport providers have been assessed against a stringent framework. Over 30 years our quality assurance focus has adapted to meet the changing needs of visitors, expanding to cover factors from cleanliness and health and safety to sustainability.
The Sustainable Tourism Business criteria were introduced in 2016. The criteria became the first in New Zealand to gain GSTC-Recognised Status from the Global Sustainable Tourism Council (GSTC), meaning members can be confident that achieving Qualmark certification meets global standards of sustainability across five key pillars: business systems, environment, people, community and culture, and health and safety.
We have more than 2,000 members across New Zealand, and this is growing. Qualmark members say that beyond achieving a globally recognised mark of quality, the process has helped them focus on customer experience and sustainability within their businesses.
How are tourism businesses evaluated?
Our team of Qualmark specialists across the country visits each Qualmark member and independently assesses it against the Sustainable Tourism Business Criteria, designating Bronze, Silver or Gold accreditation. The process is ongoing; the Qualmark team works with businesses so they can continually improve and offer the best possible experience. Then each operator is re-evaluated annually by a Qualmark Specialist.
What’s the difference between bronze, silver and gold accreditation?
All Qualmark accredited businesses have met the minimum standards of Sustainable Tourism Business Criteria.
Bronze accreditation meets expected standards. It identifies a business with high professionalism, an awareness of its environmental impact and a customer-centric approach.
Silver accreditation recognises good practice. It identifies a sophisticated, proactive tourism business that consistently exceeds visitor expectations. The business is continuously improving its economic, social and environmental performance.
Gold accreditation recognises best practice. These are the best sustainable tourism businesses in New Zealand, delivering exceptional customer experiences in everything they do.
What’s the benefit from an agent perspective?
When you choose a Qualmark member for your clients, you know that they’ll get an excellent experience, and that they’re supporting a business that aligns with New Zealand’s goal of being a destination where tourism gives back more than it takes.
Tourism New Zealand gives stronger preference to using Qualmark operators in all trade work. Qualmark members are showcased on its newzealand.com website.
By choosing to work with Qualmark operators, Tourism New Zealand is aligning itself with businesses that it can be assured are delivering a superior customer experience, demonstrating strong customer safety and delivering a responsible social and environmental performance. To review all Qualmark operators, visit qualmark.co.nz
What’s an example of a Qualmark Gold product?
Qualmark accreditation is a journey, and those reaching Gold are best in class sustainable tourism businesses. One example is Kohutapu Lodge and Tribal Tours. It ticks all the boxes for hygiene factors in terms of health and safety requirements, and provides an exceptional visitor experience, but it also:
- Promotes sustainable practices such as waste reduction, energy efficiency, and conservation of natural resources, and actively engages in reforestation activity and wildlife conservation on the property, including protecting the lifecycle of the Tuna (eels) in its waters.
- Works closely with the community and gives back. To date, Kohutapu Lodge has invested well over $500,000 back into the local community, including delivering more than 30,000 hāngi meals to locals in need, and funding educational trips for children from Murupara.
- Engages authentically with the Indigenous Māori culture. Each guide shares their own experiences, explaining to visitors the ways and stories of the Ngāti Manawa people. The aim is to share, reciprocate and uplift community and visitors at the same time.
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Place of registration: England and Wales.
Company number 08723341.
Registered address: 6th Floor, 2 London Wall Place, London EC2Y 5AU
