V ISITOR S TRATEGY 2012-2017 DRAFT Simon Milne New Zealand Tourism - - PowerPoint PPT Presentation

Puhoi to Pakiri region VISITOR STRATEGY 2012-2017 DRAFT

Simon Milne New Zealand Tourism Research Institute

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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

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3 surveys ran August 2010 until end of April 2011

752 Visitor Survey responses (1746 individuals) 149 Business Survey responses 286 Community Survey responses

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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 and resident 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

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Visitors

Visit P2P again/recommend to others?

97 100 100 99 10 20 30 40 50 60 70 80 90 100 Would consider to visit the region again Would recommend this region to others Percent International Domestic

How did you find out about the P2P area prior to your visit – all sources used

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Visitors

75 31 11 8 7 6 4 3 3 3 3 2 1 30 49 13 5 5 5 1 10 16 8 3 1 5 20 40 60 80 Been here before Word of mouth/recommendation Other internet/websites Matakana Coast Wine Country … Magazine/Newspaper Other Matakana Village website Did not find out prior to my visit Travel guide Matakana Coast Region … Warkworth Information Centre … Matakana Information Centre … Other tourism office Travel agent Percent International Domestic

www.westernsouthland.co.nz

Action 3: Building Community-Visitor Interaction

Continue to support and value VICs Develop New Zealand’s first ‘greeter’ network

Visitors’ average household income

Visitors

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2 6 14 14 17 25 12 10 3 6 10 19 14 18 15 15 5 10 15 20 25 30 Under $20,000 $20,001-$40,000 $40,001-$60,000 $60,001-$80,000 $80,001-$100,000 $100,001-$150,000 $150,001-$200,000 $200,001+ Percent International Domestic

Total visitor expenditure

* Weighted 81/19 – domestic/international NB - Any expenditure that took place prior to arriving in the region including pre-paid packages and grocery shopping etc has been excluded

Visitors

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Less than 4 weeks (including day trippers) DOMESTIC INTERNATIONAL WEIGHTED AVERAGE* Dom: n=530 Intl: n=66 Expenditure (NZ$) % spend in sector Per person per day % spend in sector Per person per day % spend in sector Per person 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

Visitors

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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.

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

• pportunities 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)

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Visited locations in the P2P area by international visitors (including both day and overnight trips)

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Business

Business responses to statements about the visitor industry

Scale: 1=Strongly disagree; 5=Strongly agree

20 40 60 80 100

The region needs more

• vernight visitors (4.3)

The regional economy depends heavily on the visitor industry … The region needs more day visitors (4.0) Local business associations / networks are of benefit to my … Local businesses are supportive

• f the visitor industry (3.9)

Local businesses work well together (3.3)

Percent

Strongly Disagree Disagree Neither Agree/Disagree Agree Strongly Agree

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

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Community

Importance of tourism to local economy

1% 3% 8% 42% 46%

Unimportant Of little importance Neither important nor unimportant Important Very important

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Positive impacts of visitors coming to the region

Positive impacts

Employment (35%)

Economic benefits (77%)

Boost local businesses (24%)

More and diverse choice

• f activities

(34%)

Improved infrastructure (12%)

Better facilities and service (21%) Exposure/ Word of mouth (16%)

Sustainability (region / environment) (14%)

Development

• f area

(21%)

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Community

Impact of tourism on community quality of life

4% 17% 26% 33% 20%

Very negative Somewhat negative Neither positive nor negative Somewhat positive Extremely positive

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Business

How important do you believe each of the following is for this region?

Scale: 1=Very unimportant; 5=Very important 4.4 4.4 4.3 4.3 4.2 4.1 3.2 3.0 3.5 4.0 4.5

Attracting domestic visitors Maximising visitor spend Attracting international visitors Maximising visitor numbers Increasing networking opportunities for local businesses Increasing the awareness of the visitor industry among local communities Promoting the use of Qualmark ratings

Mean

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

Least attractive

Traffic (29%)

Infrastructure (parking / roads) (31%)

Expensive (14%)

Busy / Crowded (11%)

Aucklanders/ Urbanisation

(5%)

Distance from Auckland (4%)

Bad weather (11%)

Limited cafes (4%)

Dirty / Rubbish

(4%)

Access / Signage

(4%) Service (4%)

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Visitors

Type of transportation used to and from P2P

40 58 3 1 3 96 3 1 1 1 1 20 40 60 80 100 120 Percent International Domestic

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Negative impacts of visitors coming to the region

Negative impacts

Traffic congestion / parking (70%)

Crowding (17%)

Environmental damage (45%) Poor infrastructure (roads, signage) (20%)

Price vs. service quality 17%

Visitor behaviour (16%)

Commercialism (7%)

Crime / vandalism 5%

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Least attractive or appealing aspects about living in this region

Least attractive

Expensive (22%)

Public transport (17%) Infrastructure (49%) Traffic (congestion) (42%)

Over- development (17%) Lack of / Distance to facilities (12%)

Lack of youth / Family activities (9%)

Litter / Pollution (12%) Bad service (9%)

Visitor and weekend crowds (8%)

Auckland(ers) (8%)

Visitor attitudes (9%)

Action 9: Slow tourism

• This research shows that a visit to the P2P

region is about escapism, relaxing, simplifying busy lives, exploring, and slowing down. However, it is difficult for the visitor to really slow down

• Encourage ‘slow tourism’ in the form of

cycling, hiking and ‘meandering’ – this will also mesh better with local perspectives.

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

Most attractive Countryside / Scenery (27%)

Relaxing / Quiet / Rural

(16%)

Beaches / Sea / Coast (33%)

Wine / Wineries (26%)

Activities / Attractions (31%) Beautiful / Peaceful (15%) Location (10%) Local food (13%) Friendly people (15%) Markets / Restaurants / Shops (15%)

Nature (10%)

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Most attractive or appealing aspects about living in this region

Most attractive Beach / Sea / Coast (55%)

Peaceful atmosphere / Secure feeling (34%)

Rural / Country (feeling) (35%)

Community / People (26%) Scenery (13%) Beauty / Beautiful (15%)

Nature (23%)

Cozy / Friendly (17%) Variety (10%) Open space (11%)

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What kind of visitor experiences would you like to see developed in the region?

Future developments

Ecotourism

(environmental education)

(24%)

Walking/ Cycling trails (11%) More activities (12%)

Improve infrastructure

(roads and transport)

(12%)

Sufficient (16%)

Family/ Children activities (6%)

Improve current experiences

(quality vs. service)

(21%)

Better dining experiences (6%)

Kiwi/Maori culture

(arts, crafts)

(9%)

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Action 10: Rapid Response Plan

Have in place a ‘rapid response’ team of qualified media savvy people who can work quickly to deal with issues that need to be highlighted or addressed. Voluntary basis

Action 11: Ongoing Research

• High quality research is needed to inform

tourism decision-making

• The three baseline surveys: community,

business and visitor, are the basis for an

• ngoing barometer of industry

performance.

Where to from here?

• The research shows real value in, and
• pportunity for, a regional approach
• Cohesion has developed and is growing
• Draft feedback and implementation plan
• Develop web linkages and regional site
• Use web-raising approaches to engage broader

community and create bottom up content. Build cohesion and buy-in to branding approach.

The region’s name?

30 19 13 13 13 9 8 17 34 16 13 10 7 5 4 3 1 1 8 33 2 1 26 8 18 7 3 2 2

5 10 15 20 25 30 35 40 Percent Community Businesses Visitors

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Name suggestion Businesses located in Warkworth or vicinity (n=40) Businesses located in Matakana or vicinity (n=31) Rodney 28% 10% Kowhai Coast 23% 3% Mahurangi 20% 3% Matakana 15% 65% Warkworth 13% 6% Other (incl 'no') 35% 16%

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What Warkworth and Matakana businesses suggest

The region’s name?

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What Warkworth and Matakana residents suggest

The region’s name?

Name suggestion Residents living in Warkworth or vicinity (n=55) Residents living in Matakana or vicinity (n=43) Rodney 36% 28% Mahurangi 24% 5% Kowhai Coast 18% 7% Warkworth 11% 7% Matakana 4% 49% Other (incl 'no') 7% 12%

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Community

Should promotional campaigns be used to encourage visitors to the region? Yes 77% No 23%

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Community

What do you think are the three most important features that should be used to promote the P2P region to visitors?

59 57 46 39 18 13 13 10 8 8 7 7 3 3 3 2 1 10 20 30 40 50 60 70

Beaches Tranquillity/escape/relax Vineyards/wine tours Proximity to Auckland Farmers Markets Arts and crafts Life in rural community Fishing Bush walk Other Heritage/culture Diving/snorkelling Swimming Dining out Meeting the locals Kayaking Dolphin/whale watching

Percent

56

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Waiheke Island

Building Cohesion and Regional Buy-in

Google Maps

• f key tourism features

for potential visitors of the area

• Natural Areas
• Accommodation
• Arts, Craft & Culture
• Food and Drinks
• Vineyards
• Local Food Producers
• Activities
• Events
• Community
• Services
• ……

Attractive format with icons, photos, contact details, travellers’ reviews, etc.

Available on Smartphones

Global Themes

Visitors are looking for a greater ‘sense of place’ and the ability to broaden experiences How to reach markets and grow yield? Information is vital (signage, Info Centres, Internet, WoM) Slowing travel (local travel, slow tourism)enhancing opportunities for interaction Networking tourism enterprises and destinations Community support and engagement is essential: tourism must sustain and enhance local Quality of Life... “communities will work for tourism if tourism works for communities”

Contact details

Professor Simon Milne Director New Zealand Tourism Research Institute AUT University simon.milne@aut.ac.nz www.nztri.org