Sharing the Hamilton & Waikato Tourism Story

30 Regional Tourism Organisations

Increase visitor numbers, length of stay and

expenditure in the region** By creating & coordinating effective

marketing & promotional activity(and destination management)

Private/public partnership model: Hamilton City Council Matamata-Piako District Council Otorohanga District Council Waikato District Council Waipa District Council Waitomo District Council South Waikato District Council Businesses & suppliers Retail & hospitality providers Venues & conference centres Tourism operators & attractions Travel trade & transport operators

Domestic campaigns – local & NZ Event campaigns – local & regional International marketing – TNZ Travel trade – agents who sell NZ Media – national & international Business events & conferences Media & trade pitches Familiarisations & sales trips Trade shows – NZ & international Alliances – Central North Island, Tourism NZ, Ride NZ, etc Destination & product development Advertising & promotion – online, visitor guide, cinema, social media, airlines, TV series, etc

Lily Craig Marketing Coordinator

Nicola Greenwell Development ManagerJason DawsonChief Bottlewasher

Emma Edhouse Convention Bureau CoordinatorNatalie Dean Online & CommsExecutive

Amanda Graham Convention Bureau Manager Rebecca EvansMarketing Manager

Amber DoughtyMarketing & Admin Assistant

$34.7 billion

Visitor expenditure

332,322employees13.2%

NZ workforce employed in tourism*

$2.8b GST

Statistics NZ: Tourism Satellite Account (Y/E March 2016)

10% contributionto GDP

No.1 export earner($2b ahead of dairy) (144,186 indirect)

*188,136direct employment

$1.397bVisitor expenditure5th highest in NZ 1.37m

commercial guest nights

6.89mtotal estimatedguest nights

International visitor arrivals 3.5mfor New Zealand

4.5% increase in domestic guest nights

Regional Tourism Estimates (Y/E Jan 2017)

Commercial Accommodation Monitor (Y/E Nov 2016)

QRIOUS (Y/E Dec 2016)Commercial Accommodation Monitor(Y/E Nov 2016)

Domestic visitors$1.06b

International visitors$337m

International Visitor Arrivals (Y/E Dec 2016)

International Visitor Arrivals (Y/E December 2016, Statistics NZ)

Visitors % Increase Market ShareAustralia 1,409,200 +6.2% 40%China 409,008 +14.9% 12%USA 291,392 +19.9% 8%UK 220,976 +8.3% 6%Japan 100,736 +15.4% 3%Germany 96,848 +14.6% 3%Korea 82,384 +26.8% 2%

Commercial Accommodation Monitor, Statistics NZ (December 16)

Commercial Guest Nights Result: 6.3% increase on previous year1.37 million guest nights (y/e Dec 2016)

0.0%1.0%2.0%3.0%4.0%5.0%6.0%7.0%8.0%9.0%

10.0%

YE Jun-

14YE J

ul-14

YE Aug-

14YE S

ept-14

YE Oct-1

4YE N

ov-14

YE Dec-1

4YE J

an-15

YE Feb-

15YE M

ar-15

YE Apr-1

5YE M

ay-15

YE Jun-

15YE J

ul-15

YE Aug-

15YE S

ept-15

YE Oct-1

5YE N

ov-15

YE Dec-1

5YE J

an-16

YE Feb-

16YE M

ar 16

YE Apr-1

6YE M

ay-16

YE Jun

16YE J

ul 16

YE Aug 1

6YE S

ep 16

YE Oct 1

6YE N

ov 16

YE Dec 1

6

Guest Nights - % change from previous yearHamilton&Waikato / National

National H&WT

Regional Tourism Indicators MBIE

International visitorExpenditureResult: NZ growth 9%; HWT growth 10.6% (Monthly Regional Tourism Estimates MBIE, June 2016)

Domestic spend International spend

Monthly Regional Tourism Estimates (Y/E December 2016, MBIE)

Conventions andBusiness EventsResult: HWT market share 11% (Convention Activity Survey, year ending December 2016 - MBIE)

020,00040,00060,00080,000

100,000120,000140,000

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Holida

y Touris

ts

Average Daily Number of Holiday Tourists in New Zealand

FY14FY15FY16FY17

Despite international marketing drive to shoulder seasonAutumn/Spring: Summer :+18.4% +15.1%

3,426

1,219

820

612 316 274231 226 223 222 196 176 165 148 134 124

8.1%

12.9%

9.3% 8.5% 8.1%5.1%

9.2%

3.6%

10.2% 9.9%

6.4%

9.6% 9.7%11.3%

-1.5%

8.9%

-3.0%

-1.0%

1.0%

3.0%

5.0%

7.0%

9.0%

11.0%

13.0%

15.0%

$0m

$500m

$1,000m

$1,500m

$2,000m

$2,500m

$3,000m

$3,500m

$4,000m

International Visitor Spend $m by RegionVisitor Spend YE Aug 2016 YoY Change

The mighty Waikato River is the lifeblood that flows throughout the region which embraces visitors, is recognised for its manaakitanga, and is alive with people enjoying authentic experiences, journeys

and vibrant communities.

Review and confirm the region’s visitor proposition including different parts of the region

Provide recommendations for the development of visitor experiences and infrastructure to support and enhance the tourism proposition

Provide investment recommendations and priorities to guide local government planning and resources, and private sector investment.

Waikato RiverActivate the Waikato River across the region

Brand StrategyCreate a strong positioning for Hamilton & Waikato to focus and underpin creative delivery & campaigns to target marketsHamilton City RiverfrontImplement plans to revitalise the Waikato River to create a vibrant visitor hub in Hamilton Home of KiingitangaCreate a region-wide plan & support for a range of Māori visitor experiences that tell the distinctive story of KiingitangaRegional Events StrategyDevelop Regional Events Strategy that further secures, develops, promotes and encourages events which generate financial and social benefits to Hamilton & Waikato

World’s largest multi-sport event 25,000 athletes, over 100 countries 28 sports over 10 days 300 rowers on Lake Karapiro 1000 cyclists at the Avantidrome Preceded by ‘Get Active’ week 24-29 April 2017

10 match series, three All Black tests Expecting 25,000 international visitors (and hundreds of campervans) 30,000 sell-out expected for Chiefs v Lions – Tues 20 June 2017 Bookends Fieldays – Sat 17 June

14 teams, 28 games in New Zealand, Australia and Papua New Guinea 7 New Zealand matches: Auckland, Wellington, Christchurch and Hamilton Waikato Stadium to host matches: Saturday 4 November: Tonga v Samoa Saturday 11 November: NZ v Tonga

Community & business eventsSchedule events outside peak season, attract high value business visitors, support major eventsInternational conference bidsRegional bids for international conferences with Tourism New Zealand Conference Assistance Fund

Research & insightsUtilise domestic growth research tool DGIT.nz, feasibility studies, data & statistics available

Tell the Waikato StoryUse the toolkit, add to the digital assets, develop a chapter

Sharing the Hamilton & Waikato Tourism Story

Travel

Transcript of Sharing the Hamilton & Waikato Tourism Story