Te Puia manager elected first female chair of BYATA

Mary Tolley


Rotorua’s Mary Tolley knows how important the backpacker market is to Rotorua and New Zealand, and now it will be part of her responsibility to help others realise it.

Ms Tolley has been appointed the first female chairperson of the Backpacker Youth and Adventure Tourism Association (BYATA), making her a key “’voice” in the important sector.

She says she is “definitely up for the challenge”, bringing a broad tourism background which includes her current role at Te Puia as Market Manager – UK, Europe, Australia, FIT and Backpacker.

The new leadership role is a “natural progression” for Tolley, who has spent two years on the BYATA board, including holding the role as vice chairperson.

“BYATA has been the independent voice of the backpacking and adventure travel industry since 2003,” she says.

Key targets for Tolley include increasing membership in the association as well as increasing the communication and networking opportunities for BYATA members.

“Backpackers account for over 159,000 visitors to New Zealand a year, driving 22%  of holiday stay days with an average length of stay over 31 days,” says Tolley.

“Some people look at it and think it is a budget segment but these people stay longer and do more and ultimately spend well, which means they are absolutely critical for us. It is challenging but diverse sector with a lot of opportunity for growth.”

Tolley has done a lot of backpacking herself, which she believes helps: “I can put myself in their shoes. It certainly isn’t a foreign concept to me.”

The new position will also have positive spinoffs for both Te Puia and tourism locally, putting Tolley at the front of research, ideas and opportunities within the sector.

Te Puia general manager of sales and marketing, Kiri Atkinson-Crean, says Tolley’s appointment is a huge credit both to Mary and her standing in the industry and to Rotorua and its commitment to the backpacker market.

“It’s exciting for Mary to be appointed as the chair of this organisation, and especially as the first woman chair,” says Atkinson-Crean. “It will have great spin-offs for Rotorua as well.”

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