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

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120

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Oct

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Oct

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Dec

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MBIE - Monthly Regional Tourism Estimates

International Domestic Total

SOURCE: MBIE: Monthly Regional Tourism Estimates – August 2020

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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)

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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