jason dawson · 31 rtos applied for $20.2m stapp funds –tier 1: $1m, tier 2: $700k, tier 3: $500k...
TRANSCRIPT
Jason Dawson
Abby KnightMarketing Coordinator - Trade
Natasha ChevtchenkoDigital Marketing Executive
Sarah CollinsProject Coordinator
Annual visitor expenditure
Domestic visitors
International visitors
Largest domestic visitor expenditure in NZbehind AKL, CHC & WLG
Largest international visitor expenditure in NZ
behind AKL, QZN, CHC, & WLG
Largest region for business events in NZ
behind AKL, WLG & CHC
commercial guest nights with 2.4 average nights
SOURCE: MBIE (YE Aug 2020)
SOURCE: ADP (MONTH of August 2020)
Year ending August 2020
Result: $1.142b domestic
$288m international
Monthly Regional Tourism Estimates: year ending August 2020 (MBIE)
9%
7%
22%
▪ National decline of 18% compared to 2019
▪ Reduction in annual visitor expenditure by TLA
(year ending August 2020):
▪ Ōtorohanga 4% decline
▪ Hamilton City 6.8% decline
▪ Waipā 10% decline
▪ South Waikato 9.2% decline
▪ Waikato 18% decline
▪ Waitomo 18.8% decline
Total:
0
20
40
60
80
100
120
140
160
180
200
Jun
-15
Au
g-1
5
Oct
-15
Dec
-15
Feb
-16
Ap
r-1
6
Jun
-16
Au
g-1
6
Oct
-16
Dec
-16
Feb
-17
Ap
r-1
7
Jun
-17
Au
g-1
7
Oct
-17
Dec
-17
Feb
-18
Ap
r-1
8
Jun
-18
Au
g-1
8
Oct
-18
Dec
-18
Feb
-19
Ap
r-1
9
Jun
-19
Au
g-1
9
Oct
-19
Dec
-19
Feb
-20
Ap
r-2
0
Jun
-20
Au
g-2
0
$m
illio
ns
MBIE - Monthly Regional Tourism Estimates
International Domestic Total
SOURCE: MBIE: Monthly Regional Tourism Estimates – August 2020
0
20
40
60
80
100
120
140
160
180
200
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
$m
Visitor Spend SEASONALITY
FY 2015-16 FY 2016-17 FY 2017-18 FY 2018-19 FY 2019-20 FY 2020-21
0
20
40
60
80
100
120
140
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
$m
Domestic Visitor Spend SEASONALITY
FY 2015-16 FY 2016-17 FY 2017-18 FY 2018-19 FY 2019-20 FY 2020-29
SOURCE: MBIE, Monthly Regional Tourism Estimates (YE August 2020)
(YE August 2020)
-25%
-20%
-15%
-10%
-5%
0%
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Visitor Spend % Increase/Decrease
Travel expenditure worth $27.4b in total: StatsNZ & Tourism Satellite Account 2019
Domestic drive market potential:based on 2019/20 data
Partnership with Te Waka, Chambers of Commerce across Waikato, local government, business
associations & i-SITEs
▪ Alert Level 4: promote businesses with contactless delivery, entertainment online/virtually, recipes, wellbeing, stories
▪ Alert Level 3: increased takeaway & F&B listings with contactless delivery and essential services
▪ Alert Levels 2 & 1: activating locals to ‘eat, event, shop, meet, visit & explore’ the Waikato region
▪ $286m(+) Strategic Tourism Assets Protection Programme - to protect local attractions which
support our communities (300 applications, 5 Waikato successful); $20.2m RTO funding
▪ $17m Tourism Transitions Programme – businesses receive support through Qualmark, NZ Maori
Tourism and Regional Business Partner network
▪ $10m Digital Capability – to lift digital capability across the sector
▪ $10m Domestic Events Fund – to keep existing events operating
▪ $50m Regional Events Fund – to stimulate domestic tourism market by supporting existing events
to grow or develop new events ($3.75m for Rotorua, Ruapehu, Taupō and Waikato collective)
▪ $10m for the Maori Tourism Recovery Fund (on top of $100m to Te Puni Kokiri) – training
opportunities, business support, regional initiatives etc
▪ $25m Department of Conservation Concessions waiver which offsets the payment of tourism
concession fees
▪ $755k NZ Futures Tourism Taskforce who will lead the thinking on the future of tourism in NZ
▪ 31 RTOs applied for $20.2m STAPP funds – Tier 1: $1m, Tier 2: $700k,
Tier 3: $500k (tiers based on existing local govt funding levels)
▪ Local government funding to be retained 2020-2021 – not replacement
▪ 12-month Waikato investment plan with MBIE - $700k for HWT
▪ STAPP funds only to be used in three priority areas from the Aotearoa
New Zealand Government Tourism Strategy:
1. Destination Management and Planning
2. Industry Capability Building and Product Development
3. Domestic Marketing
▪ Waikato River ActivationFeasibility study for new activities, amenities, attractions & activations (2016 TOP project)
▪ Touring Routes Collab with Ruapehu & Rotorua
Review & enhance existing touring routes and identify future intra- & inter-regional touring routes
▪ TripTech Collab with Coromandel, Bay of Plenty, Hawke’s Bay, Rotorua, Ruapehu, Tairāwhiti Gisborne & Taupō
Procure visitor flow data from mobile travel apps, identify travel patterns & infrastructure investment
▪ Food tourism Collab with Bay of Plenty, Ruapehu & Rotorua
Develop & promote our food and beverage stories to drive visitation and expenditure into the region
▪ Regional Tourism Marketing AdvisoryProvide tourism marketing, online and digital capability service to operators to fill gaps with RBP, Qualmark & Tourism Transitions
▪ Regenerative Tourism Programme Collab with Coromandel, BoP, Ruapehu, Rotorua, Tairāwhiti & Taupō
Leadership programme for RTOs & operators which develops sustainability outputs
▪ Business Events campaignRecovery campaign for the business events sector, including hosting a buyer Mega-Famil and an Industry Showcase
▪ Event promotionMarketing & promotional activities to stimulate domestic visitation and increase length of stay for major events
▪ Central North Island campaign Collab with BoP, Rotorua, Ruapehu, Tairāwhiti Gisborne & Taupō
To extend current Central North Island domestic campaign into summer 2020-2021
▪ National domestic marketing campaign Collab with Tourism New Zealand
Leverage Tourism New Zealand’s ‘Do Something New, New Zealand’ campaign with regional content
▪ Auckland JV campaign Collab with Auckland
New joint venture campaign promoting each city & region within each drive market
▪ Refresh Ride.NZ Collab with Bay of Plenty, Rotorua, Ruapehu & Tairāwhiti Gisborne
Review, refresh & reinvigorate the RideMZ marketing platform for all cycle ways, MTBs, Great Rides & urban trails
▪ Consumer events Collab with Bay of Plenty, Ruapehu, Rotorua & Tairāwhiti Gisborne
▪ Combine Visitor Strategy, Tourism Opportunities Plan & Major Events Strategy
▪ Aligns to Central & Local Government plans and strategies
▪ Provides holistic & integrated approach to tourism across Hamilton & Waikato
$50m Regional Events Fund distributed to nine RTO groups using IMA (international
marketing alliance): Waikato, Rotorua, Ruapehu and Taupō ($3.75m over 4 years)
Purpose of the fund
▪ To stimulate domestic tours and travel between regions through holding events
▪ This is intended to encourage expenditure missed from international tourists
The funding can only be spent on:
Any type of new or existing event (sporting, cultural, entertainment, food, business)
1. Capability building and strategy development (such as hiring a person to support events
development)
2. Administration of the funding (MBIE, Lead Entity and others)
30 October: Tourism NZ Roadshow – Rotorua
27 November: Tourism Summit Aotearoa – Wellington
1 December: BE:Reconnected – Auckland
2 December: TEC Christmas Symposium – Auckland
30 June–1 July: MEETINGS 2021 – Christchurch
TBC: eXplore 2021 – Auckland
TBC: TRENZ 2021 – TBC