WREDA JOB SCORECARD
PART A: JOB SCORECARD SUMMARY
To provide clear goals, expectations and feedback so that each member of the team can significantly multiply their contribution to WREDA and to their
own success.
Name of role:
China Tourism Development Manager (three-year, fixed-term)
Who reports to:
Tourism Trade Manager
Direct reports:
Nil
Date:
May 2018
Purpose of the job:
The role is part of the Tourism Trade team working with the international travel distribution network to increase
visitor length of stay and spend in Wellington. This person is responsible for increasing the number of Chinese FIT
(Free Independent Travelers) visiting Wellington by developing strong relationships with the travel distribution
industry and Tourism New Zealand on and offshore, influencing itineraries and building China-ready capability
within Wellington’s tourism sector.
The China Tourism Development Manager wil take ownership of WREDA’s China visitor attraction plan, develop
China social media channels, create and distribute online content, identify and manage famil trips, further local
partnerships with our funded stakeholders, tourism operators and champion the Chinese visitor market within
WREDA. This person is the champion for destination Wel ington in China.
PART B: JOB SCORECARD DESCRIPTION
Key responsibilities: Specific actions, tasks or areas of responsibility this role wil oversee.
Area of responsibility
Actions/ Tasks
Increase Chinese FIT visitors to Wellington
• Generate leads and business opportunities for China-ready tourism businesses.
• Connect local tourism operators with sales channels and facilitate their pathway to
conversion if required.
• Identify, organize and host famil visits for Chinese travel trade. Hosting of Chinese
media and Business Event delegates may also be required from time to time.
WREDA JOB SCORECARD
• Create and promote itineraries that leverage two-night stays in Wellington and which
leverage Tourism New Zealand’s investment in the WTMN project.
• Attend relevant trade shows and events both in New Zealand and offshore, and
provide timely and tangible fol ow up.
• Write, brief and produce col ateral and training to support trade activity as required.
Manage and develop WREDA’s digital
• Write, load and distribute content in simplified-Chinese, working with the Digital Team
channels and simplified-Chinese resources
to ensure our content and brand consistency is considered at al times
• Day to day maintenance of WellingtonNZ.com/cn and newzealand.com/cn content
• Develop and deliver an ongoing programme of communication on China-specific
social media/digital channels such as Weibo and WeChat.
• Share content with TNZ’s China Trade channels
• Participate in WREDA’s Digital team meetings and provide suggestions on growing the
number of Chinese visitors to WellingtonNZ.cm/cn
Build China-ready capability within
• Work with funded stakeholders and Wellington’s tourism community to help operators
Wellington’s tourism industry
progress their China business and achieve success.
• Contribute to the ongoing development and strategic implementation of a China FIT
attraction plan including e-commerce solutions.
Stakeholder relations
• Build strong relationships with Tourism New Zealand and local tourism operators to
identify the travel trade that wil deliver FIT visitors to the region.
• Further WREDA’s partnerships and relationships with funded stakeholders, tourism
operators, WIAL, neighbouring tourism organisations and national stakeholders.
Administration, finance and reporting
• Whilst China-focused, this role wil also support the activity of the smal Tourism Trade
team across al target markets as required.
• Ensure al monthly activity and performance reporting is completed on time, as wel as
status updates for partner, board and annual reporting.
• Budget al ocation, reporting and responsibilities as designated by the Tourism Trade
Manager
• Support stakeholders and other business WREDA units who may need China-expertise.
WREDA JOB SCORECARD
Area of responsibility
Actions/ Tasks
Health, safety and compliance
• Trade hosting is undertaken within a strong Health & Safety process. 100% compliance
of this process is expected
• Take an active role in identifying and mitigating any health and safety risks to yourself
and others. While at work, take reasonable care for your own health and safety and
ensure what you do does not negatively affect the health and safety of others.
• Comply, as far as you possibly can, with any instructions, policies, procedures or
guidelines given by WREDA in relation to health, safety and compliance.
• Report any potential hazards or risks to health and safety or the environment as soon
as possible, and take immediate action to minimise or mitigate these if it is not
potential y harmful to your own health and safety.
WREDA col aboration
• Maintain a "WREDA-wide" perspective with al work.
• Consider how your role links and contributes to other areas of WREDA, and actively
engage when required.
• Communicate with fel ow WREDA col eagues on work, initiatives and projects.
• Actively col aborate and participate in WREDA-wide initiatives and projects.
Job outcomes: Visible and measurable evidence of success in this role.
Outcomes / results
Target Measure
Grow Chinese FIT visitation to Wellington
Increase in China Visitor Spend in region as measured by MRTEs
Establish Wellington as a FIT destination with
Increase in itineraries and profile of Wellington region and tourism operators in Chinese
Chinese travel distribution network
channels
Increase engagement in Wellington’s digital
TBC – agreed number of contacts and posts fol owing development plan sign-off
channels
Event attendance and sales cal s
Clear messaging delivered in memorable ways delivering leads to WREDA and local
operators
Travel trade engagement
Agreed number of sales cal s, new itineraries and product inclusions TBC
WREDA JOB SCORECARD
Competencies: Specific skil s, traits and competencies necessary to be successful in this role.
Competency
Description of competency
Sales-focus
Pursue growth opportunities on behalf of the region and tourism businesses.
Technical Ability and Experience
Experience in working with the tourism distribution channel in New Zealand and China.
Experience in pursuing growth opportunities and leads
Strong knowledge of FIT consumer travel behaviour in China, past experience in an Asia-
business role and relevant tertiary study.
Strong experience in digital channel writing skil s in English and simplified-Chinese.
Communication
Fluent Mandarin and English-speaker (Cantonese also an advantage).
Communicates information clearly, adjusting the way they communicate to suit the intended
audience with strong cultural awareness.
Relationship Management/ Customer Focus
Proactively has an awareness of and acts to consistently meet customer/ client needs. Builds
rapport quickly and uses good judgement to have a positive effect in the development of
successful business relationships.
Work Organisation
Effectively organises al aspects of work in order to achieve high quality and timely output.
Initiative Analysis & Problem Solving
Uses relevant information in analysis of issues and applies reason to reach conclusion from
which practical recommendations are made.
Teamwork
Cooperates and consults in order to get a task done. Establishes and maintains relationships
as appropriate and contributes to the achievement of objectives.
Values: Values & behaviours which, when adopted, wil bring to life WREDA’s aspired culture.
Our Purpose
Our Organisational Values
Our Culture
Col aborative
•
Do it together
•
People centered
•
Dare to be different
•
Supportive
•
To make the Wellington region wildly famous
Show the passion
•
Constructive
•
Find the fun
•
Open
•
Focus on the customer
•
Recognition
•
WREDA JOB SCORECARD
Celebrate success
•
Empowerment
•
Ownership
•
Accountability
•
Learning, coaching and personal growth
•
