News & Activity

Thursday, October 26, 2023

Supporting travellers seeking sustainable options

Dive! Tutukaka (Qualmark Gold)

This week, world leading and recognised quality assurance organisation Qualmark turns 30 years. The New Zealand organisation has been supporting thousands of tourism businesses operate sustainably since 1993.

Qualmark(opens in new window) is in it for the long haul, we are passionate about helping businesses succeed and supporting New Zealand’s goals of being a destination where tourism gives back more than it takes,” says Qualmark General Manager, Steven Dixon.

Qualmark is a subsidiary of Tourism New Zealand and provides assurance that a business has been independently validated as a quality tourism business.

Recent research from YOUGOV(opens in new window) shows consumers are adopting more conscious and sustainable travel habits. With the data showing that more than four in ten global consumers agree they are willing to pay more for responsible, eco-friendly, and sustainable trips and that almost half (48%) place high importance on selecting travel companies with a strong sustainability policy.

“Globally, consumers are increasingly becoming more conscious and looking for credible products and experiences that operate sustainably. We work with over 2000 businesses to help them do this and our vision is to see all New Zealand tourism businesses sign up so they are best placed to cater for what consumers are expecting and looking for.”

Qualmark was recently the first in New Zealand to gain GSTC-Recognised Status from the Global Sustainable Tourism Council (GSTC). This means Qualmark members can be confident that achieving Qualmark certification meets global standards of sustainability and that travellers can be assured of a globally recognised accreditation. Thomas Patterson, Manager of Martins Bay Holiday Park, a member of Qualmark for 29 years says “Our association with Qualmark means that potential customers searching for a place to visit, holiday and experience trust us to provide a safe, comfortable, and enjoyable place to experience the best of Auckland’s outdoors, and we pride ourselves on exceeding those expectations year-after-year."

Qualmark’s work is supported by key tourism partners such as New Zealand’s national carrier, Air New Zealand.

“Air New Zealand is proud to support these New Zealand operators and the Qualmark standard by only featuring tourism activities and attractions that have achieved a Gold, Silver or Bronze Qualmark award on Air New Zealand’s website.” says Leanne Geraghty, Chief Customer and Sales Officer at Air New Zealand.

Qualmark also works with industry bodies to set standards for the industry. The Tourism Export Council of New Zealand mandates that all members must be Qualmark accredited and includes using at least 75% suppliers who are also Qualmark accredited in the various categories to ensure high quality products and experiences are delivered through inbound tour operators.

“Qualmark plays an integral role in the industry to uphold and maintain quality standards and we value and appreciate the good work they do,” says Lynda Keene, Chief Executive Tourism Export Council of New Zealand.