Tourism companies are increasingly trying to balance profit with environmental stewardship, a shift RealNZ is attempting to lead by turning tourists into conservationists, one ‘sound of silence’ at a time.
A philosophy built on the fjord
Dave Beeche has been chief executive of the company for two years, applying lessons from his background in major sports events to New Zealand’s tourism sector.
RealNZ’s portfolio includes a 112-year-old steamship on Lake Wakatipu, Queenstown’s ski fields, and vessels across Milford and Doubtful Sounds.
The strategy relies on experiences that are unique, authentic, and extraordinary. The Doubtful Sound overnight cruise sits at the center of this approach. Guests cross Lake Manapouri, wind over Wilmot Pass, and cruise the fjord.
The ritual begins the next morning when the boat’s crew cuts the engines.
RealNZ has performed this procedure for 70 years. Beeche describes the moment as the “sound of silence.” The skipper turns off the generators and asks everyone to put their phones down.
The effect is visceral; Beeche says he has seen tears streaming down people’s faces.
Behavioral change beyond the trip
Beeche calls this approach nature-positive tourism. RealNZ funds predator removal, planting programmes, and a fundraiser for an endangered dotterel population. The company also uses guest experiences to change behavior long after the trip ends.
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This includes Cardrona’s rubbish-bin-free slopes, where visitors must carry their trash. The storytelling continues after travelers return home, reinforcing the message that they are part of a conservation effort.
Beeche says you cannot help conservation and help the planet if you are not profitable. The company manages a marine fleet that burns diesel while simultaneously hunting for electric and hydrofoil alternatives.
He also addresses industry disruption, noting that artificial intelligence is reshaping how travelers find and book trips. ChatGPT is now showing up in our referrals for direct bookings, he observes, describing a shift from traditional search-engine optimisation to what he calls AI optimisation.
There is skepticism in the broader market about whether a tourism company can prove that protecting nature and turning a profit are mutually reinforcing. Beeche argues that the model works if the execution is solid.
The concept challenges the traditional view that nature tourism is inherently fragile. By integrating conservation directly into the business model, RealNZ attempts to show that environmental care and commercial success can coexist without one cannibalizing the other. The financial resources generated by profitable operations allow for larger conservation investments than a non-profit model could sustain alone, creating a cycle where tourism revenue funds the very environment that attracts visitors.
Beeche pushes back on the idea that New Zealand is too remote to compete for global travelers. He notes that flying from China or the US takes only 12 to 13 hours, arguing that the journey is not as difficult as perceived.
Looking ahead at WiT Queenstown
Steve Bruce, Chief Customer and Sales Officer at RealNZ, will speak at WiT Queenstown on July 20 – 21 at the Queenstown Memorial Center. He will join the Kiwi Legends panel to discuss building enduring brands, delivering world-class experiences, and evolving in a changing visitor economy while staying true to what makes this place unique.