Puhoi to Pakiri region

VISITOR STRATEGY 2012-2017

DRAFT

Simon Milne

New Zealand Tourism Research Institute1

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 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 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

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

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

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

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

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

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

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.

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

28

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

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

30

Community

Importance of tourism to local economy

1%

3%

8%

42%

46%

Unimportant

Of little importance

Neither important nor unimportant

Important

Very important

31

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%)

32

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

33

34

35

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.

38

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%)

40

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

41

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%

42

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.

44

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%)

45

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%)

46

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%)

47

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

ongoing barometer of industry

performance.

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.

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

51

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%

52

What Warkworth and Matakana businesses suggest

The region’s name?

53

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%

54

Community

Should promotional campaigns be used to encourage

visitors to the region?

Yes77%

No23%

55

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

57

Waiheke Island

Building Cohesion and Regional Buy-in

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

• ……

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