(www.regionalsurveys.co.nz) Simon Milne New Zealand Tourism - PowerPoint PPT Presentation

P UHOI TO P AKIRI V ISITOR S URVEY U PDATE (www.regionalsurveys.co.nz) Simon Milne New Zealand Tourism Research Institute 1

There are three partners in this research - all contributing time, money, energy and resources:  New Zealand Tourism Research Institute (NZTRI) at AUT University  Steering Committee (10) each member represents a funding organisation (various business groups) in the region  Auckland Tourism, Events and Economic Development Ltd (ATEED) - Auckland Council The Steering Committee and ATEED are looking to develop a five-year strategic tourism plan for the region. NZTRI is conducting this research to help inform the strategy. 2

Visitor Business Community Survey Survey Survey Inform Strategic Plan Build Stakeholder Collaboration 3 The surveys were launched in August 2010 and will continue through to end of March 2011

The following findings are based on (as at 17 January 2011): 267 Visitor Survey responses 131 Business Survey responses 187 Community Survey responses

V ISITOR S URVEY R ESULTS 6

Visitors Demographics – Visitors by age group 35 29 30 25 24 20 18 Percent 15 15 10 8 6 5 0 18-24 25-34 35-44 45-54 55-64 65+ 7

Visitors Demographics – Gender Male 27% Female 73% 8

Visitors Visitors’ average household income 25 23 20 19 16 14 15 Percent 10 9 10 5 5 4 0 9

Visitors Who visitors travel with to the region 70 64 60 50 40 Percent 33 30 18 20 11 10 5 3 2 1 0 With partner With friends With children With other By myself Other Business School / spouse family associates group / members student group 10

Visitors Where visitors come from 80 70 70 60 50 Percent 40 30 20 16 10 4 3 2 2 1 1 0 Auckland Outside NZ Northland Bay of Plenty Wellington Waikato Canterbury Otago Outside NZ: Australia (n=12); UK (n=9); USA (n=9); Germany (n=2), ... 11

Visitors Where visitors come from – sample vs. Stats* Split international / domestic: Sample: 16 / 84 Stats: 19 / 81 Top 3 domestic origins: Sample: Auckland 83%; Northland 5%; Bay of Plenty 3% Stats: Auckland 48%; Waikato 20%; Northland 9% Top 3 international origins: Sample: Australia 32%; UK 24%; USA 24% Stats: Australia 35%; UK 13%; USA 8% *Stats: NZ Regional Forecasts for Auckland RTO (2009) 12

Visitors Length of stay 40 35 35 30 26 25 Percent 20 17 15 10 8 5 5 2 2 2 1 1 1 0 Day trip 1 night 2 nights 3 nights 4 nights 5 nights 6 nights 7 nights 8 nights 9 nights 10 nights+ 13

Visitors Main reason for visiting the P2P area 35 32 30 26 25 22 20 Percent 15 10 8 8 5 2 1 0 Weekend trip Day trip Holiday Visiting friends Other Business Wedding and relatives 14

Visitors Visited locations in the P2P area – including both day and overnight trips Rainbow's End 2 Te Araroa Walkway 2 Parry Kauri Park 4 Mahurangi East 5 Ti Point 5 Mahurangi West 5 Other islands in the region 5 Kawau Island 6 Martins Bay 7 Scandretts Regional Park 7 Mahurangi West Regional Park 8 Algies Bay 9 Tawharanui Regional Park 10 Other Coastal Areas 11 Pakiri 11 Sandspit 14 Goat Island 21 Leigh 22 Snells Beach 25 Omaha Beach 25 Puhoi 27 Warkworth 34 Matakana 61 0 10 20 30 40 50 60 70 Percent 15

Overnight stays in the P2P area Goat Island 5% Pakiri 6% Leigh 11% Te Araroa WW Ti Other Point coastal areas Omaha Matakana 8% Beach 28% 15% Tawharanui RP Sandspit Warkworth 1% 14% Snells Beach Kawau 18% Island Algies Parry Bay 2% Kauri Martins Bay Scandretts RP 3% Other Islands in Mahurangi the region Mahurangi West RP 4% Puhoi 10% 16

Visitors Type of accommodation used 45 40 40 35 30 25 Percent 25 20 16 15 10 8 7 5 5 5 5 4 5 0 17

Visitors How did you find out about the P2P area prior to your visit Other tourism office 1 Warkworth Information Centre Website 3 Matakana Information Centre Website 3 Matakana Coast Region tourism office / i-SITE 3 Did not find out prior to my visit 4 Matakana Village website 5 Travel guide 5 Matakana Coast Wine Country website 7 Other 8 Magazine / Newspaper 9 Other internet / websites 10 Word of mouth / recommendation 36 Been here before 62 0 10 20 30 40 50 60 70 Percent 18

Visitors Visitor ratings of aspects of the P2P area Has good shopping facilities 3.9 Offers good value for money 4.0 Is an exciting travel destination 4.0 Offers interesting historical attractions 4.0 Good network of tourist information 4.2 Has good climate 4.3 Offers interesting cultural events 4.4 Is safe 4.5 Has suitable accommodation 4.6 Is an enjoyable travel destination 4.6 Has beautiful natural attractions 4.8 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 4.6 4.8 5.0 Mean Scale: 1=Strongly disagree; 5=Strongly agree 19

Visitors Visitor satisfaction with Arts, Culture & Events activities Food & Wine Festival 3.3 Farm Visit 3.3 Brewery Visit 3.4 Visit of a Local Factory 3.4 Heritage Attractions, Museums & Galleries 3.7 Country Market 4.0 Arts & Crafts 4.1 Farmers' Market 4.1 Winery Visit / Wine Trail 4.2 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 Mean Scale: 1=Very dissatisfied; 5=Very satisfied 20

Visitors Visitor Satisfaction with Nature Activities Dolphin & Whale-Watching 3.4 Bird-Watching 3.8 Marine Reserves 4.1 Parks & Gardens 4.3 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 Mean Scale: 1=Very dissatisfied; 5=Very satisfied 21

Visitors Visitor satisfaction with Other activities Spa & Wellness 3.2 Leisure Parks / Zoo 3.3 Day Cruise 3.4 Fine Dining 3.7 Cinema 3.8 Shopping 3.8 3.0 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 Mean Scale: 1=Very dissatisfied; 5=Very satisfied 22

Visitors Total visitor expenditure Per person per day % spend in Per person (spend Expenditure NZ$* sector per day specific) Accommodation 33 $25 $43 Vehicle running (petrol) & repairs 8 $6 $10 Local transport (e.g. rental car, taxi) 1 $1 $4 Restaurants/cafés/bars/cellar door/farmers market 24 $18 $23 Stores/supermarkets (e.g. food, drinks and domestic supplies 11 $9 $16 Other shopping/retail (e.g. souvenirs, clothes) 13 $9 $16 Tours (e.g. wine tours, guided walks) 8 $6 $13 Other expenditure (please specify) 2 $2 $7 Total 100 $75 $131 * Any expenditure that took place prior to arriving in the region including pre-paid packages and grocery shopping etc has been excluded * $75 per day x 2.7 visitors (av. Group) = $202.50 23

What did you find most attractive or appealing about this region on your recent visit? 24

What did you find least attractive or appealing about this region on your recent visit? 25

B USINESS S URVEY R ESULTS 26

Business How long has your business been operating? 25 23 20 20 18 15 Percent 12 10 9 6 5 5 5 3 0 27

Business What is the primary focus of your business? 21% Accommodation Visitor activities / tours Other Business Sectors 58% 21% 28

Business Where is your primary business located? 45 38 40 35 30 Percent 25 23 20 15 8 8 10 7 5 4 5 2 2 2 1 1 0 29

Business What percentage of the annual turnover would you estimate comes directly from visitors? 25 23 20 15 15 Percent 12 10 9 8 6 6 5 5 5 4 0 1% - 10% 11% - 20% 21% - 30% 31% - 40% 41% - 50% 51% - 60% 61% - 70% 71% - 80% 81% - 90% 91% - 100% 30

Business Business responses to statements about the visitor industry Local businesses work well together 3.3 Local business associations / networks are of 3.8 benefit to my business Local businesses are supportive of the visitor 3.9 industry The region needs more day visitors 4.0 The regional economy depends heavily on the 4.2 visitor industry The region needs more overnight visitors 4.3 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 Scale: 1=Strongly disagree; 5=Strongly agree Mean 31

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Business How important do you believe each of the following is for this region? Promoting the use of Qualmark ratings 3.3 Increasing networking opportunities for local 4.2 businesses Increasing the awareness of the visitor 4.2 industry among local communities Attracting international visitors 4.3 Maximising visitor numbers 4.3 Maximising visitor spend 4.5 Attracting domestic visitors 4.5 3.0 3.2 3.4 3.6 3.8 4.0 4.2 4.4 4.6 Mean Scale: 1=Very unimportant; 5=Very important 33

Major challenges for P2P businesses in next 5 years 34

Major opportunities for P2P businesses in the next 5 years 35

C OMMUNITY S URVEY R ESULTS 36

Community Gender Male 40% Female 60% *Stats: 47% male 53% female *Estimated Sub-national Population for Warkworth (2010) 37

Community Age groups 25 20 19 16 15 15 15 14 Percent 10 6 6 5 5 2 2 0 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+ 38

Community Age groups - sample vs. Stats* 70 66 60 50 40 37 Percent 34 Sample 30 Stats 30 19 20 15 10 0 18-39 40-64 65+ *Estimated Sub-national Population for Warkworth (2010) Note! 0-14 age group excluded from stats 39