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Learning from other major sporting events, New Zealand has a unique opportunity to showcase itself to the world in 2011...
We have had our eyes glued on Canada over the last few days watching the unfolding of the 2010 Winter Olympics.
There is no doubt that the organizers have had a number of difficult issues to deal with, most particularly and sadly the death of the Georgian luge competitor.
From this distance it appears to us that, despite their difficulties, the Canadians are making a great job of hosting their tens of thousands of visitors.
The festival surrounding these Games has showcased a variety of Canadian art, music and culture to visitors and the huge worldwide television audience. They are teaching the world about what makes Canada special and offering a tempting invitation for foreigners to come and see this for themselves.
Likewise RWC 2011 will be much more than just a great Rugby experience.
Because the event takes place over a 45 day period - 48 matches across the country in 13 different match centres, there is ample opportunity in between those matches to see New Zealand and to participate in a nationwide Festival showcasing everything that is unique about our country.
It is not only a chance for our guests to explore, indulge and enjoy New Zealand but also a chance for Kiwis to learn more about our own country and to have some fun!
We've got it all - great food, wine, arts, culture, heritage, sport, natural beauty and outdoor adventures - so 2011 will provide a priceless opportunity to showcase New Zealand on a global stage.
New Zealand 2011, the office established by Government to create leverage and legacy initiatives on the back of the event, is working with each of the hosting regions to create a coordinated programme of events from Cape Reinga to Bluff that will allow visitors to experience the diversity of New Zealand. That programme will begin to take shape over the next few months but I can guarantee there will be something for everyone.
There is some urgency with this as this year many fans will be planning their RWC 2011 trips. What we want to collectively do is present an exciting menu of choices that gives them every reason to travel around the country between matches and hopefully to plan on staying longer.
I have recently travelled to some of the regions to see firsthand how preparations are coming together and it's very encouraging. Another article in this newsletter looks at the Southern region where former sporting rivals Otago and Southland are banding together to give visitors a true taste of "Southern hospitality" with a calendar of activities in every community throughout the area.
When the IRB Sevens was played in Wellington, three weeks ago, the atmosphere both in the stadium and on the streets was electric. Fans were dressed up in the craziest costumes, enjoying exciting Rugby and revelling in the party atmosphere that seemed to take over the whole city. It's a tribute to how well organizers have galvanized fans and how well the city has embraced the event.
We are a Stadium of Four Million - Rugby fans and proud hosts. It is very much in our hands to provide a great Kiwi welcome to our visitors and to create a fantastic atmosphere in our stadia to ensure our visitors leave with the very best memories.