Hamilton & Waikato Tourism Tourism Industry Symposium
October 2011 Slide 2 Market Update International Visitor Arrivals
(YE Aug 2011) 2.49m down 0.5% on previous year Key Markets
Australia -1.2% UK -11.2% USA -2.9% China 22.2% Japan -11.5%
Expenditure (YE June 2011) $5.5b down 6.5% Domestic Tourism (YE
June 2011) Day Trips - 4.3% Overnight - 4.4% Total nights - 1.0%
Expenditure 1.3% Tough year Global Financial Crisis Natural
Disasters Record high NZ dollar Slide 3 Hamilton & Waikato
Tourism Officially formed 1 July 2011 Funded by regions seven
councils - $790k for 2011-12 Waikato District, Hamilton City, Waipa
District, Matamata-Piako District, South Waikato District,
Otorohanga District & Waitomo District Industry target $350k
business partnership programmes Leverage $$ with central govt,
working with TNZ in Australia Independent skills based board of
Directors - Alastair Calder, Simon Douglas, Graeme Osborne, Don
Scarlet, Anna Bounds Industry Advisory Group & Council
Representative Group Located at Hamilton International Airport Five
Staff Rebecca Evans, Jenny Stokes, Natalie Dean, Aimee Hodge Slide
4 RTOs purpose To promote the region as an attractive visitor
destination to international & domestic visitors in order to
grow visitor expenditure and provide economic, environmental,
social & cultural benefits to the regions communities
International marketing Domestic marketing Convention Bureau
Product Development Partnership between local government &
tourism industry KPIs; guest nights, expenditure, airport arrivals,
convention, website Slide 5 Visitor Profile Visits 8.577m
International 661,000 (7.7%) Domestic 7.988m (92.3%) Nights 5.092m
International 1.8m (36.7%) Domestic 3.2m (63.3%) Expenditure $752m
International $147m Domestic $605m Regional Tourism Forecasts
2010-2016 Tourism Strategy Group MED Slide 6 Visitor Profile
International Visits Holiday 53.8% VFR 32.7% Business 5.7%
Education 4.3% Domestic Visits Holiday 31.2% VFR 51.1% Business
15.1% Slide 7 Regional Stats Commercial Accommodation Monitor July
2011 Year End July 2011 Guest nights up 2.6% International up 9.1%
Domestic up 1.0% Average length to stay up 1.76 - 1.82 nights New
Zealand YE Guest nights down 1.4% Slide 8 The Last Six Months Slide
9 Digital Marketing Hamiltonwaikato.com main platform Facebook
& Twitter Media site Trade site Image Library Rugby World Cup
site SEO benchmark report monitor performance Content on New
Zealand.com Slide 10 International Marketing Australia Completed
Joint Venture Campaign Activity Queensland Floods, changed focus
VFR activity Bring them Home Mecurios Menu Australian Press
Association, Australia famil (story dist. to all Australian press
outlets) Sun Herald, Australia Famil Sunday Telegraph, Australia
RWC 2011 profile TNZ Travel Trade Event March 2011 Slide 11
International Marketing Australia Slide 12 International Marketing
Long Haul Full member of Great New Zealand Touring Route (GNZTR)
COR, HWT, BOP, ROT, TPO,HKB, EST, RUA Thermal Explorer Highway,
Pacific Coast Highway Attended TRENZ Queenstown, IBO Event Hosted
NASA Astronauts Trade visits from US/Canada, Japan, Thailand,
China, Korea, Australia Media visits from Germany, Japan, China,
US, Singapore, Netherlands, Thailand Slide 13 New Zealand on a
Plate Series (airing later this month) Tranz Scenic Magazine
(Autumn edition) Arrival Magazine (Winter + RWC 2011) Auckland
i-SITE training Museum Trail Brochure AA Tourism Campaign Domestic
& General Marketing Slide 14 AA Tourism Campaign Objectives: To
generate awareness of travel experiences available in Hamilton
& Waikato and Waitomo. To generate bookings for regional
operators Budget: $25k with $10k contribution from Destination
Waitomo Timing: Promotion to start late Feb/early March promotion
for travel from March to June. Target Markets: Key regional fly
market = Wellington and Christchurch Key drive market = Auckland,
BoP and Taranaki Slide 15 AA Tourism Campaign General results:
Accommodation bookings for the region increased 51% YOY for
bookings made on the AA Travel reservation engine at zero
commission to operators. Across the travel deals profiled on
AATravel.co.nz we generated 6,959 calls to action (clicks) Waitomo
specific: $22,312 bookings in 2011 period vs.$8,993 bookings in the
same period 2010 = 148% increase YOY. Waitomo Competition entries:
2,441 Slide 16 Meetings, Incentive, Conventions, Exhibitions
Production of Convention Guide Attendance at Convene Auckland
(Northland, Auckland, Waikato) Attendance at MEETINGS 2011
(Rotorua) New Convention Bureau established July 1 - Jenny Stokes
Partnership Programme underway Operator visits, pitches, bids,
famils Slide 17 Rugby World Cup 2011 Key Focus prior to tournament
Official Travel Agents Team hosting Online Content Official
Publications AA advertising - GNZTR During Tournament Media &
Team Hosting Virtual Media Centre Waikato Stadium Media Centre
Media Hosting and Famils Team Hosting Slide 18 Rugby World Cup 2011
Results What we know now... i-SITE traffic HLZ record numbers
through the door (800 pax on NZ v Japan game day previous record
350 pax) Paymark Data Game Day+ next day: 34% increase in spend
Sept 11 v 2010: 4.5% increase in spend Ticket Sales close to sold
out Anecdotal Waitomo operators record numbers, Claudelands,
Hospitality, Accommodation Commercial Accommodation Monitor pending
Slide 19 Business Partnership Programme New RTO partnership model
Partnership with tourism industry target $350K across range of
initiatives Opt in to activities best suited to your business and
budget 1.Hamilton & Waikato Visitor Guide 2012 2.Domestic
Marketing Campaign 3.International Marketing Campaign Australia
4.International Marketing Long Haul GNZTR manual & trade event
5.Convention Bureau 6.Website Slide 20 Regional Visitor Guide
Official Guide for Region recognised by TNZ & I-SITE NZ 100,000
copies printed, extensive distribution Key piece of consumer
collateral for RTO Structure based on website, editorial, maps,
supported by advertisers Minimum investment $210 - $2100 Break even
basis Critical we have good representation across region We need
your support! Advertising closes off 14 October Aimee Published
December Slide 21 International Marketing - Australia Joint Venture
Programme changed due to TNZ budget cut & focus Partnership
with TNZ Focus on Waitomo & Raglan supported by city hub $280k
investment Build on previous activity - Awareness & appeal
Support Pacific Blue, HIA Partnership with Major Operators
Conversion focus TNZ Trade Training November & March Trade
Famil Roadtrip (H&W + Coromandel) Association of Australian
Travel Writers (Nov) Slide 22 International Marketing Long Haul
Great New Zealand Touring Route 2011-12 Trade Manual 25 operator
listings 2012-13 Trade Manual selling November, publication April
2012 Attendance at TRENZ May 2012 IBO Day Auckland April 2012 GNZTR
Explore Trade & C&I Event (GNZTR members) March 2012
Auckland Mini TRENZ for central north island regions - Inbound
& C & I focus Trade famils IMP programme - Society of
American Travel Writers Slide 23 Domestic Marketing Key market
increased activity Two campaigns 2011-12 Target $80K VFR campaign
local residents to enjoy what region has to offer, bring family
& friends Radio and online Deals & incentives from
operators Call to action hamiltonwaikato.com Family short breaks
School Holidays / Easter AA / Jasons etc Domestic marketing meeting
Investment: $500 hot deals / $5,000 partner Slide 24 Convention
Bureau Key focus of RTO venues, facilities, team-building
activities, off-site dinners, accommodation, conference suppliers
Value of business tourism $424 per day Partnership level $600 -
$15,000 Convention planner due out November Corporate, government,
association conferences Incentive opportunities for activity
products Bids, sales calls & pitching, famils / hosting C&I
Trade Events MEETINGS, Convene, GNZTR Explore Additional Convention
section on hamiltonwaikato.com Partnership meeting end November
Longer term commitment Slide 25 Hamiltonwaikato.com SEO
benchmarking report Improve performance (visits, page views, bounce
rates, time on site, repeat visitation) Content enrichment Update
your listings on newzealand.com Content on newzealand.com Link to
us! 2012-13 - free listings, paid priority listings, advertising
opportunities Online booking function Bookit Exploring mobile site
options Home page enhancements Slide 26 LINK TO
www.hamiltonwaikato.comwww.hamiltonwaikato.com Slide 27 Our Success
KPIs guest nights, expenditure, convention sector, website,
activities implemented Long term Plan Process November April
Subsidiary company moving to joint Council Controlled Organisation
Retaining council support all seven Industry support and investment
- $350K target Working together Advocates for our sector Slide 28
MONTAGE Slide 29 Thank You For more information please contact us:
HWT office Phone: +64 7 843 0056 Email: [email protected]
Website: www.hamiltonwaikato.com
