LIKEMINDS 8 The Tourism Futures Taskforce Report
Creative DirectorsDamian Alexander, Noel Blackwell
Design DirectorDamian Alexander
Team MembersMilly Scott, Anne Macindoe, Nicki Chapman, Natasha Peter
ClientThe Tourism Futures Taskforce
Tourism Futures Taskforce
Opportunity - communicate a long-term rethink and redesign of our tourism system.
The tourism futures taskforce was a public private partnership commissioned by the Government. This report capped off months of consultation across a COVID damaged industry determined to take the opportunity to reset and design a better way forward. The tone of the document designed to be uplifting and clear. Communicating the fact that the taskforce was listening and understood the need for change for both the social contract with New Zealanders and to better realise the potential tourism has to offer us as a community and country.
“Enriching Aotearoa is our tourism vision.
Nourishing people and place, enlivening communities and culture is our hope.
Aotearoa Whakapapa is our way - a layering of connections – of place, people and experiences to bring people together and leave as whānau of Aotearoa.”
Ngahiwi Tomoana, of Ngāti Kahungunu was our Pouarahi (Lead Guide) for the Taskforce and spoke early on of the concept of Aotearoa Whakapapa and of a layering of connections that can bring the act of tourism and the community closer together to create far deeper connections and ensure more enriching experiences and better outcomes for all involved.
“The Mauri flows through everything – from the descendants and into those who come – mo ngā uri whakatipu – a life force that must instil integrity and be enhanced for future generations.”
We chose simple grids and hardworking typographic techniques to communicate strongly. We used rich environmental shots and heartfelt human imagery to connect you deeply into the real communities and spaces tourism occurs here in Aotearoa. We wanted to remind people that tourism is only the outcome of having a rich and rewarding personal interaction with someone or some place, so we wanted to try and bring people closer to that feeling with the design of the report.
The structure of the report was driven by a deeper connection to the energy, to the Mauri of Aotearoa and concepts around safeguarding that. From day one the taskforce was deeply inspired by the Te Ao Māori perspective. To reflect this the use of Tāniko patterns was chosen as an important marker and organiser of the report itself. Binding us together our recommendations as both an industry and a nation. A massive thanks goes out to Hemi Sundgren of Tourism New Zealand for his conceptual guidance and illustrations that informed this element of the report, also to the other task force members (listed in credits) for their creativity and partnership on this central aspect.
Steve Chadwick - co-Chair, The Taskforce. Mayor of Rotorua
Grant Webster - co-Chair, The Taskforce. Chief Executive, Tourism Holdings Limited
Ngahiwi Tomoana, Pouarahi (Lead Guide), The Taskforce. Ngāti Kahungunu Iwi Incorporated
Takurua Mutu, Co-Owner & Director of the MDA Group
Sue Suckling, Professional Director & Independent Consultant
Anna Pollock, Founder, Conscious Travel
Justin Watson, Chief Aeronautical & Commercial Officer, Christchurch International Airport.