From classroom to Kiwi adventures: How BUas shaped our tourism careers in New Zealand

Why and/or how did you decide to start your studies at BUas?  

Rob: I had just finished a placement at the UNWTO when Covid-19 hit. At the time I had been considering extending working there in a more permanent role, but I realised it was looking more and more unlikely. As such, I looked into which universities would be the best options for continuing my education in tourism and was highly interested in the BUas master’s programme: Tourism Destination Management.

Sabine: I’ve always wanted to work in the tourism industry, so when I graduated from my bachelor’s programme, I went volunteering in Costa Rica. Then, Covid started, which brought me back to the Netherlands. Upon my return, I felt like I was not ready to enter the workforce just yet. After that, I started looking into the study programme of Tourism Destination Management, following the suggestion of a friend from my previous studies. BUas seemed like the right choice at the right time.

What created impact during your studies? 

Rob: I found the concept of destination development highly interesting, considering how tourism could be used to shape the lives and future growth of a region for improved socio-economic changes. Sustainable tourism stood out as vital option for improving the impact of tourism on destination communities, while mitigating the negative effects of mass tourism.

Sabine: I was surprised by the number of 'hard skills' that you learn at BUas. From website developing, to research and analysis methods (e.g. SPSS), to critical paper reading/proofreading. In addition, you learn about the current trends, developments and challenges within the tourism industry. In just under a year, I felt like I learned more than I did in four years during my bachelor's degree. Or maybe that’s because I tend to remember more when I am interested in a certain topic, haha! Anyway, these hard skills definitely prepared me well for the workforce and created an impact that will last a lifetime!

Let’s take a trip down memory lane. What are the best memories of your student years (at school, in Breda) 

Studying during Covid made for some interesting social conventions. We had some great times hanging out and studying with friends at their homes, walking through town, and lounging by the beach at Galderse Meren. Piling in behind one laptop when all of us were in one place for an online class was always good fun! 

I don’t think either of us will ever forget walking through Galderse Heide after a swim at the lake and swarmed by hundreds of mosquitoes. Last but not least, as naughty as it was, we did take part in a few Covid parties (gatherings in groups over the recommended legal limits). But it’s a good thing we did, since that was how Sabine and I really bonded. 

Do you remember a lecturer who gave you the ultimate eye-opener? Who and what? 

Rob: Netnography was a concept that had never crossed my mind prior to my studies at BUas. Erdinç kind of blew my mind with that on day 1, but it was a concept that immediately made sense. It allowed me to understand something I had never thought of, and therefore had never been able to grasp. Herman Jan’s jovial nature was also something that I really enjoyed and made for a much more accessible learning experience.

Sabine: The study of dark tourism was something that really stood out to me, but was also a totally new concept to me. Rami’s insights through his experiences as both a Palestinian and a tourism professional gave me some really unique perspectives. So much so that I ended up writing my dissertation about the risk perceptions of Dutch tourists towards conflict areas.

What specific moments or projects during your education influenced you the most?

Rob: During the Destination Stakeholder Policy course, I remember getting a low score on our group project, where I was racking my brains for how we had been so unsuccessful. Ultimately, I realised that I had not paid enough heed to my teammates and that I needed to work better as a team member and be more willing to listen to others. It also drove me to get my highest mark on a personal assignment within the same course.

Sabine: I learned a lot about how one can measure the economic impact of tourism or big events during our DDFO course. In addition, during the three-month field research project, I learned how important group cohesion and morale is in group projects. It was all about finding the right balance using the strengths of group members to create the best possible results. This course also prepared us for real-world situations when working with other tourism professionals and businesses.

You met during the TDM master’s; what were your first impressions of each other?

Rob: I found Sabine to be very quiet and introverted at first, but I was very much interested in getting to know her better. While doing that, I think I made a bit of a fool of myself initially, but it all worked out in the end!

Sabine: Yep, I indeed thought Rob was foolish at first! However, after time passed by, and after getting to know him better, I found out that he’s not so bad after all! He is certainly not afraid of adventures, just like me.

What brought you to New Zealand to work in tourism?

Rob: We both wanted a change of scenery, and felt like we were stagnating in our careers in the Netherlands and Belgium. I had drifted away from tourism and had ended up working in tech sales, which did not ignite my passion at all. Sabine was enjoying her first full time job in tourism, but felt like she wanted to see more of the world. New Zealand was a natural option, due to my Kiwi citizenship, meaning that Sabine was able to come in on a ‘love’ visa. Thankfully, tourism is a booming industry in New Zealand (second only to agriculture) and one that we were both able to find work in relatively easily. 

Can you tell us a bit more about the organisations you are working for at the moment?

Rob: I work with a company known as Great Journeys New Zealand, owned by KiwiRail (the New Zealand equivalent of the NS). We offer scenic train journeys on three different railways around the country. If you have ever heard of the TranzAlpine, then you have heard of us! We tend to focus on mid/high-end tourists in the international market, usually with a target market of 55+ year old travellers.

I work as the Business Development Manager, meaning that I focus on fostering business relationships, developing connections and partnerships, and creating commercial opportunities for us to take advantage of (i.e. focusing on wholesale and retail agents).

Sabine: I work with Intrepid Travel New Zealand, a DMC Travel Agency. We organise all sorts of tours, ranging from custom-made tours, guided scheduled tours, unguided self-drive tours, to private guided tours. We work with a wide range of suppliers all over the country, and offer our tours all over the world.

I am the Account Manager and look after various international accounts (mostly German travel agents), who use us to create and lock in itineraries and tours for their clients who wish to travel to New Zealand.

How does working in tourism in New Zealand differ from other places where you have worked?

The New Zealand tourism industry is a growth industry that is all about who you know, rather than what you know. It is a place where relationships are the most important commodity, and can make the difference between a mediocre idea being a raging success and a good idea being a total failure. 

While there is competition between businesses, there is always cooperation to ensure that the region is being adequately represented on a larger global stage (think two competing businesses working together to bring clients to New Zealand first, then competing for those same clients second). One must consider the fact that New Zealand is still a small country with only five million inhabitants, despite the fact it has a landmass equivalent to the UK. 

Work relationships tend to be more superficial here than in the Netherlands. There is a lot of small talk that never really goes anywhere. New Zealanders can also tend to live in a bit of a bubble, sometimes lacking knowledge of the world outside New Zealand. Kiwis are definitely not direct (like the Dutch so famously are). The work-life balance here is very much focused on squeezing as much out of one day as possible. It is not uncommon for a Kiwi to start the workday at seven so that they can get out and enjoy their afternoon. 

What are the biggest challenges and benefits of working in tourism in New Zealand?

The biggest challenge is how Americanised the workforce has become. There are far fewer employee protections, meaning that it is much easier to lose your job without cause. Redundancies through restructuring are common and can often haunt employees during economic downturns. 

That being said, working in tourism affords us opportunities to see and do some incredible activities and familiarisation trips for free or at industry rates (50% off). Think along the lines of helicopter flights, skydiving, jetboating along rivers, staying in luxurious lodges, and of course riding the scenic train. 

How has your education contributed to your current success in the tourism industry?

The biggest factor would have to be the group work that we undertook during our education. Knowing how to coordinate with others, identifying their strengths and how they can fit with yours, as well as navigating relationships, have all contributed massively to our success here. Learning about stakeholders and how an organisation fits into that framework was important in understanding how the companies we currently work for fit into the New Zealand tourism network. 

What skills or knowledge from your education do you use most in your current work?

Rob: I would say that my social skills are the biggest factor in my current work. Languages are nice to have in the back pocket, but generally not used a lot unless I meet someone in the industry that speaks them. Working in groups and being able to argue concepts from a position of knowledge makes it much easier to make my point when there are debates about the direction Great Journeys should be taking. Understanding stakeholder frameworks were also vital for my current work.

Sabine: For me, group interactions and projects were super important skills that I learned from my studies. Being able to find a common ground with others and knowing how to successfully finish a project are skills that I use today in my current work. The Team Performance and Creative Leadership course also gave me a lot of insights into myself and perspective on different personalities that I have encountered in my field.

What are some of the most memorable experiences you have had since working in New Zealand?

We just got back from an amazing overnight trip to Kapiti island (a nature preserve island just off the coast of the capital, Wellington). Here we got to experience native wildlife (including spotting some very rare birds), spent time with the local Iwi (Maori tribe) that inhabit the island, and learn about the history and cultural significance of Kapiti. 

Other highlights during our time in New Zealand include: skinny dipping in a volcanic stream, swimming with dolphins, walking among penguin nests, regular earthquakes, seeing orcas in the Wellington harbour, and witnessing the unique geology and breathtaking scenery of the fiordlands in the South Island. 

How do you think technology will affect the future of tourism, and how are you preparing for it?

Rob: This is a hot topic with our trains right now! We just moved towards an app for our onboard entertainment, which has made life very difficult for our older customers (an important demographic for us) who aren’t so tech savvy (we used to have an aux plug-in next to the seat which made it very easy to listen to the on-board commentary). 

As with any industry, I feel that we sometimes are overly reliant on the latest novelty tech. While I won’t dispute the advantages and benefits of using the latest tech (such as AI), I feel that these shouldn’t replace the human touch that is vital in the tourism industry. We often forget what tourism truly is: a local offering a glimpse of their world to a visitor. 

With all these changes, I feel that capturing that element of authenticity and ‘realness’ of a place is a difficult feat when dealing with tourists. As such, I do hope to one day provide a service which allows people to connect with each other from all corners of the globe, while getting to showcase their culture and home. 

Who knows, with all these rapid technological advances in simulated worlds and online interactions, we may see a rapid rise in digital tourism. Personally, I can envision a rendered environment (such as a computer game) where each person can create their digital identity in such a way that others can experience it. Furthermore, with the rising costs of travel, we might see this become the new standard in a world where the divide between the wealthy and the rest of us is so rapidly expanding. 

Sabine: I recently noticed some technological developments going on at my work that were not favourable towards our customers. The first one is that our car rental partner had decided not to provide GPS navigation devices any more. Instead, people are expected to connect their phones to the car to navigate during their trip. For older people, this is far from ideal.

A second example is that all our vouchers have become digitalised (only accessible via a downloadable app on a phone), once more disadvantaging the older generations.

Lastly, customers are expected to provide their feedback via an online link or QR code. For all these examples, you need a phone with app compatibility and a minimum level of technological knowledge.

I feel like I cannot fully prepare myself well in advance, as these developments happen super fast. All I can do is educate and inform my accounts and make sure that they are comfortable with the new developments.

What are your plans for the future?

For now, we plan to stay in New Zealand and to explore every corner of the country. With such a large land area, and some really terrible roads, we have plenty of time left here. At least until Sabine has her permanent residency, we will be staying here.

Making a name for ourselves in the tourism industry here would be nice, but our careers are more a facilitator of our lifestyles than anything else. We love travel, and we love sharing travel experiences with others. 

It also depends on whether we ever receive an offer too good to turn down to move somewhere else. We will never say never, but for the time being, we are happy where we are. The world is our oyster but Aotearoa (New Zealand) is our pearl. 

Read more about our tourism programmes on buas.nl