Puhoi to Pakiri region V ISITOR S TRATEGY 2012-2017 DRAFT Simon Milne New Zealand Tourism Research Institute 1
There are three partners in this research and strategy development - all contributing time, money, energy and resources: Steering Committee (9) each member represents a funding organisation (various business groups) in the region Auckland Tourism, Events and Economic Development Ltd (ATEED) - Auckland Council New Zealand Tourism Research Institute (NZTRI) at AUT University 2
3 surveys ran August 2010 until end of April 2011
752 Visitor Survey responses ( 1746 individuals) 149 Business Survey responses 286 Community Survey responses 4
The Strategy delivers a five-year plan that includes a manageable set of goals that can optimise the use of limited resources and outlines a clear implementation plan. The plan dovetails with broader urban and national tourism strategies. It also reflects global best practice.
The vision The region provides visitor resident and experiences that draw on and celebrate a unique mix of landscapes, coastline, world class amenities, lifestyle and heritage. Future development of the visitor industry will focus on enhancing yield in a way that supports sustainable economic development, and does not degrade community quality of life. The future planning of tourism will be underpinned with timely research.
The Strategy – Strategic Themes 1. Coordination and Governance 2. Information Provision 3. Visitor Experience & Business Development 4. Community experience 5. Infrastructure 6. Resilience and responsiveness
Action 1: Formation of Puhoi to Pakiri Inc. Development of an Incorporated Society that is focused on implementing this Visitor Strategy: The Society will lead by example in terms of collaborating, networking, and creating an enabling environment for tourism to thrive, sustainably.
Co-ordination and Governance A standard board structure, Chaired by internally elected member Representation will provide a regional/sectoral spread Board members will have strong links to broader stakeholder networks (e.g. industry associations, community groups) Representation from Auckland Council (1 from ATEED) and the broader community (1 member ) Role of the Board to guide the development of a regional dimension to the current businesses and communities in the region and to help foster sustainable economic growth
P2P Inc – a regional voice from a tourism and economic development perspective. The appointment of a Regional Tourism Coordinator
Action 2: Develop a regional website and encourage linkage between existing sites • An information resource for the visitor • A resource for Visitor Information Centres • A business and community resource • Fosters linkage creation/strengthening • Adds to existing sites
Visitors Visit P2P again/recommend to others? 100 100 99 97 100 90 80 70 Percent 60 International 50 Domestic 40 30 20 10 Would consider to visit the Would recommend this region region again to others 12
Visitors How did you find out about the P2P area prior to your visit – all sources used 5 Travel agent Other tourism office 1 1 … Matakana Information Centre 2 3 … Warkworth Information Centre 3 8 … Matakana Coast Region 3 16 Travel guide 3 10 Did not find out prior to my visit 3 1 Matakana Village website International 4 5 Other Domestic 6 5 Magazine/Newspaper 7 5 … Matakana Coast Wine Country 8 13 Other internet/websites 11 49 Word of mouth/recommendation 31 30 Been here before 75 0 20 40 60 80 Percent 13
www.westernsouthland.co.nz
Action 3: Building Community-Visitor Interaction Continue to support and value VICs Develop New Zealand’s first ‘greeter’ network
Visitors Visitors’ average household income 15 $200,001+ 10 15 $150,001-$200,000 12 18 $100,001-$150,000 25 14 $80,001-$100,000 17 19 International $60,001-$80,000 14 Domestic 10 $40,001-$60,000 14 6 $20,001-$40,000 6 3 Under $20,000 2 5 10 15 20 25 30 Percent 17
Visitors Total visitor expenditure Less than 4 weeks DOMESTIC INTERNATIONAL WEIGHTED AVERAGE* (including day trippers) Dom: n=530 Intl: n=66 Per Per Per Expenditure (NZ$) % spend person % spend person % spend person in sector per day in sector per day in sector per day Accommodation 28 $29 43 $37 31 $31 Restaurants / cafes / bars 26 $27 19 $17 25 $25 Other shopping / retail 12 $12 10 $9 12 $12 Tours, activities and recreation 12 $12 7 $6 11 $11 Stores / supermarkets 10 $10 8 $7 9 $9 Vehicle running and repairs 9 $10 6 $5 9 $9 Other expenditure 2 $2 2 $2 2 $2 Local transport 1 $1 4 $3 1 $1 TOTAL 100 $102 100 $87 100 $100 * Weighted 81/19 – domestic/international NB - Any expenditure that took place prior to arriving in the region including pre-paid 18 packages and grocery shopping etc has been excluded
Visitors Spend x length of stay Domestic: Per person per visit spend: based on a per person per day spend of $102 and an average length of stay of 1.9 nights: $194 per visit. International: Per person per visit spend: based on a per person per day spend of $87 and an average length of stay of 4.7 nights: $409 per visit. 19
www.globalgreeternetwork.info
Action 4: Enhance service quality across the region Develop: • service related awards for regional businesses • local mentoring scheme • a registry of ‘go to people’ in the region – local experts and key influencers Monitor value for money....
Action 5: Optimise outcomes from events We recommend that an all encompassing view be adopted for ‘events’. It’s about local events that visitors could participate in, as well as events for visitors that locals can join in on. Regional website represents and ideal location for information and this range of activities
Action 6: Grow the Visitor Experience through Networking Stimulate local networks by providing opportunities to collaborate. Do this through seminars, updates, the website, and local meetings. Develop trails, packages, cross-pollinate the various aspects of the visitor experience – inter-connect
Visited locations in the P2P area by domestic visitors (including both day and overnight trips) 26
Visited locations in the P2P area by international visitors (including both day and overnight trips) 27
Business Business responses to statements about the visitor industry Local businesses work well together (3.3) Strongly Disagree Local businesses are supportive of the visitor industry (3.9) Disagree Local business associations / … networks are of benefit to my Neither The region needs more day Agree/Disagree visitors (4.0) Agree The regional economy depends … heavily on the visitor industry Strongly Agree The region needs more overnight visitors (4.3) 0 20 40 60 80 100 Percent Scale: 1=Strongly disagree; 5=Strongly agree 28
Action 7: Building Community Input and Outreach Community level content and stories and information create a ‘sense of place’. Also ensure community voice is heard clearly in tourism deelopment
Community Importance of tourism to local economy 1% 3% 8% Unimportant Of little importance 46% Neither important nor unimportant Important 42% Very important 30
Positive impacts of visitors coming to the region Better facilities Sustainability and service (region / environment) (21%) Boost local Employment (14%) businesses (35%) (24%) Positive impacts Exposure/ Word of mouth (16%) Economic benefits Improved infrastructure (77%) More and (12%) diverse choice of activities Development of area (34%) (21%) 31
Community Impact of tourism on community quality of life 4% Very negative 20% 17% Somewhat negative Neither positive nor negative Somewhat positive 26% Extremely 33% positive 32
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Business How important do you believe each of the following is for this region? Promoting the use of Qualmark ratings 3.2 Increasing the awareness of the visitor 4.1 industry among local communities Increasing networking opportunities for 4.2 local businesses Maximising visitor numbers 4.3 Attracting international visitors 4.3 Maximising visitor spend 4.4 Attracting domestic visitors 4.4 3.0 3.5 4.0 4.5 Mean Scale: 1=Very unimportant; 5=Very important 35
Community Tourism Awards: Community member who has done the most for tourism (and tourism business that has done most for community) Local student that has made the biggest contribution to the industry Community-focused sustainable tourism awards for groups that effectively manage, develop or plan tourism in their locality
Action 8: Infrastructure review Roads and traffic related issues are a significant concern for both residents and visitors alike. Detailed information is needed on the ‘hotspots’ that currently exist or are emerging. A review is also needed of public waste disposal.
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