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Sharing the Hamilton & Waikato Tourism Story

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Learn the mandate of the Regional Tourism Organisation – from dressing up as Hobbits to fronting international investment delegations. There is nothing his team won’t do to represent and showcase the Waikato to the world.

Find out about major tourism events on the horizon and how to leverage them, the Waikato tourism story and provide insights into the data and statistics available to help businesses.

A summary of the Tourism Opportunities Plan and the five tourism “game-changers” in our region. The plan provides a framework for delivering new and improved tourism experiences that have the potential to drive growth in the local tourism sector and its contribution to the regional economy.

Published in: Travel
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Sharing the Hamilton & Waikato Tourism Story

  1. 1. 30 Regional Tourism Organisations
  2. 2. Increase visitor numbers, length of stay and expenditure in the region* * By creating & coordinating effective marketing & promotional activity (and destination management)
  3. 3. 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
  4. 4.  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
  5. 5. Lily Craig Marketing Coordinator Nicola Greenwell Development Manager Jason Dawson Chief Bottlewasher Emma Edhouse Convention Bureau Coordinator Natalie Dean Online & Comms Executive Amanda Graham Convention Bureau Manager Rebecca Evans Marketing Manager Amber Doughty Marketing & Admin Assistant
  6. 6. $34.7 billion Visitor expenditure 332,322 employees 13.2% NZ workforce employed in tourism* $2.8b GST Statistics NZ: Tourism Satellite Account (Y/E March 2016) 10% contribution to GDP No.1 export earner ($2b ahead of dairy) (144,186 indirect) *188,136 direct employment
  7. 7. $1.397b Visitor expenditure 5th highest in NZ 1.37m commercial guest nights 6.89m total estimated guest nights International visitor arrivals 3.5m for 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)
  8. 8. International Visitor Arrivals (Y/E December 2016, Statistics NZ) Visitors % Increase Market Share Australia 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%       
  9. 9. Commercial Accommodation Monitor, Statistics NZ (December 16) Commercial Guest Nights Result: 6.3% increase on previous year 1.37 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% YEJun-14 YEJul-14 YEAug-14 YESept-14 YEOct-14 YENov-14 YEDec-14 YEJan-15 YEFeb-15 YEMar-15 YEApr-15 YEMay-15 YEJun-15 YEJul-15 YEAug-15 YESept-15 YEOct-15 YENov-15 YEDec-15 YEJan-16 YEFeb-16 YEMar16 YEApr-16 YEMay-16 YEJun16 YEJul16 YEAug16 YESep16 YEOct16 YENov16 YEDec16 Guest Nights - % change from previous year Hamilton&Waikato / National National H&WT
  10. 10. Regional Tourism Indicators MBIE International visitor Expenditure Result: NZ growth 9%; HWT growth 10.6% (Monthly Regional Tourism Estimates MBIE, June 2016) 
  11. 11. Domestic spend International spend Monthly Regional Tourism Estimates (Y/E December 2016, MBIE)
  12. 12. Conventions and Business Events Result: HWT market share 11% (Convention Activity Survey, year ending December 2016 - MBIE) 
  13. 13. 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun HolidayTourists Average Daily Number of Holiday Tourists in New Zealand FY14 FY15 FY16 FY17 Despite international marketing drive to shoulder season Autumn/Spring: Summer : +18.4% +15.1% 
  14. 14. 3,426 1,219 820 612 316 274 231 226 223 222 196 176 165 148 134 124 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 Region Visitor Spend YE Aug 2016 YoY Change
  15. 15. 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.
  16. 16. 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.  
  17. 17. Waikato River Activate the Waikato River across the region     Brand Strategy Create a strong positioning for Hamilton & Waikato to focus and underpin creative delivery & campaigns to target markets Hamilton City Riverfront Implement plans to revitalise the Waikato River to create a vibrant visitor hub in Hamilton Home of Kiingitanga Create a region-wide plan & support for a range of Māori visitor experiences that tell the distinctive story of Kiingitanga Regional Events Strategy Develop Regional Events Strategy that further secures, develops, promotes and encourages events which generate financial and social benefits to Hamilton & Waikato
  18. 18.  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
  19. 19.  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
  20. 20. Sat 3 June | Whangarei v Provincial Union XV  Wed 7 June | Auckland v Blues  Sat 24 June | Auckland v All Blacks  Sat 10 June | Christchurch v Crusaders  Sat 8 July | Auckland v All Blacks  Tues 20 June | Hamilton v Chiefs  Sat 17 June | Rotorua v Maori All Blacks  Tues 27 June | Wellington v Hurricanes  Sat 1 July | Wellington v All Blacks  Tues 13 June | Dunedin v Highlanders
  21. 21.  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
  22. 22. Community & business events Schedule events outside peak season, attract high value business visitors, support major events International conference bids Regional bids for international conferences with Tourism New Zealand Conference Assistance Fund Research & insights Utilise domestic growth research tool DGIT.nz, feasibility studies, data & statistics available Tell the Waikato Story Use the toolkit, add to the digital assets, develop a chapter

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