Hamilton & Waikato Tourism's six monthly report to Waipa District Council presenting on key visitor results for July to December 2016.

2. $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

3. $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)

4. International Visitor Arrivals (Y/E November 2016, Statistics NZ)
Visitors % Increase Market Share
Australia 1,392,912 +5.7% 40%
China 409,840 +18.8% 12%
USA 282,144 +17.8% 8%
UK 217,632 +8.8% 6%
Japan 99,312 +15.3% 3%
Germany 94,736 +13.3% 3%
Korea 82,304 +31.3% 2%
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5. Operational
New Admin & Marketing Assistant (Jul), CEO Jason Dawson (Aug),
Chair Annabel Cotton (Nov) & two new board members Karleen
Puriri Turner and Malcolm Phillipps (Jan)
Trade & leisure marketing
Domestic Short Escapes campaign, 2017 visitor guide, Middle-Earth
trade event, Central North Island alliance trade mission
Convention bureau & business events
Business Events Showcase held, Tourism NZ sales mission,
Conventions & Incentives NZ conference, mega-famil
Development
Adoption & launch of Tourism Opportunities Plan, focus on five
game changers: Waikato River, Brand Strategy, Hamilton City
Riverfront, Kiingitanga Story & Regional Events Strategy

6. Visitor nights
5% increase of total visitor guest nights vs national
Result: 11%
(Convention Activity Survey Y/E Dec 2016)
Result: 8%
Annual $1.397 billion
(Monthly Regional Tourism Estimates MBIE, June 2016)
Result: 7.2%
NZ growth 6.5%;
(Commercial Accommodation Monitor Y/E Nov 2016)
Conventions & business events
Grow market share of business events from 9% to 10%
Visitor spend
5% increase in visitor spend across the region
Industry investment
$400,000 of industry contributions towards activities
Visitor awareness & perceptions
Improve by 3 points, including Waikato residents
Result: Measured in June
As at June 2016: -4 points
(Net Promoter Score with Fresh Info & AA Traveller)
Website: hamiltonwaikato.com
20% increase in visits to website on previous year
Result: 14.05%
(Google Analytics)
Result: $354,971
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Return on investment
Total visitor spend per dollar of HWT spend
Result: $1,092
per dollar of council funding

7. Visitor spend
Year end December 2016
Result: $120m domestic
$28m international
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YE Sept 16 YE Oct 16 YE Nov 16 YE Dec 16
Domestic 116 120 120 120
International 27 27 27 28
0
20
40
60
80
100
120
140
160
$millions
Waipa - Visitor Spend
MBIE - Monthly Regional Tourism Estimates
International Domestic

8. Guest arrivals
Year end December 2016
Result: 7% increase
from previous year

-4.0%
-2.0%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
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
YEMar-16
YEApr-16
YEMay-16
YEJun16
YEJul16
YEAug16
YESep16
YEOct16
YENov16
YEDec16
Hamilton & Waikato / Waipa
H&WT Waipa

10. 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.
“
”

11. Review & confirm the region’s visitor
proposition including districts.

Provide recommendations for development
of visitor experiences & infrastructure to
enhance the tourism proposition.
Provide investment recommendations
and priorities to guide local government
planning & resources, and private sector
investment.
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

12. Waikato River
Activate the Waikato River across the region
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

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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

13. Destination Action & Experience Plans
Destination Plans: Raglan completed & research, Kawhia underway
Experience Plans: Conservation Experience Development Plan underway
New product developments
Hamilton Adventure Park, Te Awa cycleway extension, Raglan
mountain bike track, Te Atawhai Wholeness Retreat, Hauraki Rail
Trail extension, Podium Sports Lodge, Kelly Road Cambridge
Product enhancements
Zealong Tea, Hobbiton Movie Set, Hamilton Gardens, Hampton
Downs, Waitomo Precinct, Timber Trail Lodge, Te Waihou Blue
Springs, Otorohanga Kiwi House, Mystery Creek Events Centre
Research & feasibility studies
Co-funded feasibility studies for Otorohanga Kiwi House &
Sanctuary Mountain Maungatautari, domestic growth research
tool, scope & audit for Regional Events Strategy

15. Overview of business events by region
Year ended December 2016
Convention Activity Survey (Y/E December 2016, MBIE)

16. EXPLORE
CENTRAL
NORTH ISLAND

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
 Activation at World Masters HQ in
Auckland