RealNZ is blending conservation efforts with its tourism operations, aiming to turn visitors into supporters of the environment.
A philosophy built on nature
Dave Beeche, the chief executive of RealNZ, believes a business must remain profitable to support broader goals. He applies lessons from the sports industry to New Zealand’s tourism sector. The company’s purpose is to help the world fall in love with conservation. Its portfolio includes a 112-year-old steamship on Lake Wakatipu, Queenstown’s ski fields, and vessels across Milford and Doubtful Sounds.
This strategy involves funding predator removal, planting programmes, and a fundraiser for an endangered dotterel population. The company also uses guest experiences to influence behaviour long after the trip ends. Measures include Cardrona’s rubbish-bin-free slopes and storytelling that follows travellers home.
The sound of silence
The Doubtful Sound overnight cruise serves as the centerpiece of this approach. Guests cross Lake Manapouri, wind over Wilmot Pass, and cruise the fjord. The next morning, the boat’s crew cuts the engines as part of a ritual dating back 70 years. Beeche describes this moment as the “sound of silence.”
The skipper turns off the engines and generators and asks guests to put their phones down. Beeche notes the effect is visceral, describing tears streaming down people’s faces as they experience the environment. This specific ritual captures the company’s broader theory of nature-positive tourism, where direct investment in conservation happens alongside experiences designed to create lasting change.
RealNZ operates a marine fleet that still burns significant diesel while it seeks electric and hydrofoil alternatives. Beeche points out that running these vessels requires a solid business case. He argues you cannot help conservation or the planet if the operation is not profitable.
Future Plans and Industry Event
Steve Bruce will attend WiT Queenstown on July 20-21 to share what it takes to build enduring brands. The event is officially sold out.
Preparing for a digital shift
The company is also adapting to technological changes. Beeche notes that artificial intelligence is reshaping how travellers find and book trips. ChatGPT is now appearing in referrals for direct bookings, with increases in multiples of percentage points each month. This signals a shift from traditional search-engine optimisation to AI optimisation.
Beeche also addresses concerns about New Zealand’s distance from international markets. He states that travelers from China or the United States only need a 12 to 13-hour flight. He argues that the country is not too remote to compete for global visitors.