puhoi to pakiri region visitor strategy 2012-2017 public... · other tourism office travel agent...
TRANSCRIPT
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Puhoi to Pakiri region
VISITOR STRATEGY 2012-2017
DRAFT
Simon Milne
New Zealand Tourism Research Institute1
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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
2
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3 surveys ran August 2010 until end of April 2011
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752 Visitor Survey responses (1746 individuals)
149 Business Survey responses
286 Community Survey responses
4
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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.
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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.
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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
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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.
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Co-ordination and GovernanceA 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
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P2P Inc – a regional voice from a
tourism and economic
development perspective.
The appointment of a
Regional Tourism Coordinator
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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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12
Visitors
Visit P2P again/recommend to others?
97 100100 99
10
20
30
40
50
60
70
80
90
100
Would consider to visit the region again
Would recommend this region to others
Pe
rce
nt
International
Domestic
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How did you find out about the P2P area
prior to your visit – all sources used
13
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
0 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
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www.westernsouthland.co.nz
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Action 3: Building Community-Visitor
Interaction
Continue to support and value VICs
Develop New Zealand’s first ‘greeter’
network
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Visitors’ average household income
Visitors
17
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
$200,001+
Percent
International
Domestic
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Total visitor expenditure
* Weighted 81/19 – domestic/international NB - Any expenditure that took place prior to arriving in the region including pre-paid packages and grocery shopping etc has been excluded
Visitors
18
Less than 4 weeks
(including day trippers)
DOMESTIC INTERNATIONAL WEIGHTED
AVERAGE*
Dom: n=530
Intl: n=66
Expenditure (NZ$) % 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
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Visitors
19
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.
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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....
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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
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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
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Visited locations in the P2P area by domestic visitors
(including both day and overnight trips)
26
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Visited locations in the P2P area by international visitors
(including both day and overnight trips)
27
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Business
Business responses to statements about the visitor industry
Scale: 1=Strongly disagree; 5=Strongly agree
0 20 40 60 80 100
The region needs more overnight 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 of the visitor industry (3.9)
Local businesses work well together (3.3)
Percent
Strongly Disagree
Disagree
Neither Agree/Disagree
Agree
Strongly Agree
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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
of activities
(34%)
Improved infrastructure
(12%)
Better facilities and service
(21%)
Exposure/
Word of mouth
(16%)
Sustainability (region /
environment)
(14%)
Development of 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
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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
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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 10
20
40
60
80
100
120P
erc
en
t
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%)
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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
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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
ongoing barometer of industry
performance.
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Where to from here?
• The research shows real value in, and
opportunity 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.
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The region’s name?
30
19
13 13 13
98
17
34
16
13
10
7
54
3
1 1
8
33
21
26
8
18
7
32 2
0
5
10
15
20
25
30
35
40
Pe
rce
nt
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?
Yes77%
No23%
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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
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Waiheke Island
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Building Cohesion and Regional Buy-in
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Google Maps of 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
• ……
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Attractive format with
icons, photos, contact details, travellers’ reviews, etc.
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Available on Smartphones
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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”
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Contact details
Professor Simon Milne
Director
New Zealand Tourism Research Institute
AUT University
www.nztri.org