Regional Tourism Report – twt conservancy
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- Destination Name Destination type Estimated Visitor numbers
- Destination Name Destination type Estimated Visitor numbers
- Appendix 3
- 42 Australians
- EXCITING DIFFERENT RELAXING FAMILY-FRIENDLY NIGHTLIFE BIG CITIES OUTDOOR
- RELAXING FAMILY-FRIENDLY NIGHTLIFE BIG CITIES OUTDOORS NATURE-BASED ROMANTIC
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Destination Name Destination type Estimated Visitor numbers Bruce Road (CS) Local Treasure 454,000
Whakapapa Visitor Centre carpark/toilets Local Treasure 244,441 Whakapapa Village Bus Park Local Treasure 100,000
Ngauruhoe Place, Whakapapa Village (CS) Local Treasure 35,000 Mangawhero Falls Walk Local Treasure 25,000
Waitonga Falls Walk (RTM Track link) Local Treasure 20,000 Rimu Walk Local Treasure 16,000
Ohakune Visitor Centre Picnic Area Local Treasure 8,136 Mangawhero Forest Walk Local Treasure 8,000
Rotokura Walk Local Treasure 8,000 John McDonald Rd‐Tongariro Forest access Local Treasure 7,500
Ohinetonga Road Local Treasure 7,500 Pukehinau Road Local Treasure 7,500
Okupata Caves Walk Local Treasure 5,500 Rangataua Road‐(Rangataua Forest Access) Local Treasure 5,000
Ohakune Lakes Picnic Areas Local Treasure 5,000 Rangataua Mountainbike Route ‐ Middle tk Local Treasure 5,000
Mangahuia Campsite Local Treasure 3,500 Raurimu Spiral Viewpoint Local Treasure 3,500
Mangawhero Picnic Area Local Treasure 3,000 Taurewa Loop Walk Local Treasure 2,500
Taurewa Lodge access rd Local Treasure 2,000 Ohinetonga Picnic Area Local Treasure 2,000
Mangawhero Campsite Local Treasure 1,800 Pokaka Mill Campsite Local Treasure 1,700
Ohinetonga Walk Local Treasure 1,500 Misc. signs ‐ South Ruapehu Area Local Treasure 0 Misc. signs ‐ North Ruapehu Area Local Treasure 0 Tupapakurua Track Local Treasure 0
Taranaki
Destination type Estimated Visitor numbers North Egmont (Maunga Taranaki) Icon 101,427
Pukerangiora Pa ‐ Potential Icon Icon
2,500
Destination Name Destination type Estimated Visitor numbers Stratford Plateau Gateway 149,674
Dawson Falls (Maunga Taranaki) Gateway
73529 Ratapihipihi Gateway 7616
Tapuae Marine Reserve and SLIMPA Gateway
3,087
Destination Name Destination type Estimated Visitor numbers Northern Summit Route Backcountry 7,520
Waimoku Track Backcountry 5,848 Ridge Track Backcountry 5,000
Ram Track Backcountry 5,000 North Egmont Summit Tk (Translator Rd) Backcountry 5,000
AMC Tahurangi ‐ Manganui Skifield Track Backcountry 4,296
16 July 2013
73 of 90 Fanthams Peak Track Backcountry 4,000
Mangorei Track Backcountry 3,627 Hasties Hill Track Backcountry 2,376
Kaiauai Track Backcountry 2,171 Holly Hut Track Backcountry 2,000
Waingongoro Track Backcountry 2,000 Bells Falls Track Backcountry 2,000
Pouakai Track Backcountry 2,000 Curtis Falls Track Backcountry 2,000
Maketawa Track Backcountry 2,000 AMC‐ Humphries Castle Route Backcountry 1,500
Kahui Track Backcountry 1,500 Rerekapa Track Backcountry 1,500
Brames Falls Track Backcountry 1,500 Moki Track Backcountry 1,500
Enchanted Track Backcountry 1,447 Lower Lake Dive Track Backcountry 1,047
Ahukawakawa Track Backcountry 1,000 Kaiauai Carpark Backcountry 1,000
Mt Messenger ‐ Whitecliffs Track Backcountry 1,000 Auroa Track Backcountry 1,000
Fanthams Peak Route Backcountry 1,000 Upper Lake Dive Track Backcountry 1,000
Waitaanga South Track Backcountry 1,000 Sefton Ridge Track Backcountry 942
Ihaia Track Backcountry 931 Stony River Route Backcountry 800
Kapoaiaia Track Backcountry 800 Mt Damper Track Backcountry 750
Oaonui Track Backcountry 713 Puniho Track Backcountry 500
Taungatara Track Backcountry 500 Mt Messenger to Kiwi Rd Track Backcountry 500
Boars Head Mine Track Backcountry 500 Maude Track Backcountry 500
Davies Track Backcountry 500 Tatu Track Backcountry 500
Ngatoro Track Backcountry 500 Kokowai Track Backcountry 500
Awahou Track Backcountry 300 Mangaoraka ‐ Waiwhaikaiho Link Track Backcountry 200
Dover Route Backcountry 200 Waiwhakaiho tk Backcountry 200
Waipapa Stream Hut Backcountry 50 Kaupokonui Hut Backcountry 50
Laurence's Hut Backcountry 10 West's Hut Backcountry 10
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74 of 90
Destination Name Destination type Estimated Visitor numbers East Egmont Amenity Area/Kamahi Loop Tk Local Treasure 80,000
Lucy's Gully Roadend Local Treasure 22,075 Connett Loop Track Local Treasure 20,200
Mangaoraka Picnic Area Local Treasure 10,000 Meeting of the Waters SR Local Treasure 10,000
Everett Park Scenic Reserve Local Treasure 10,000 Waitoetoe Beach Picnic Area Local Treasure 5,000
Stony River (Hangatahua) Walkway Local Treasure 4,581 Ridge Loop Track Local Treasure 4,240
AMC‐Enchantd Tk jn‐Wilkies Pools Loop Tk Local Treasure 3,500 Whitecliffs Walkway Local Treasure 3,000
Sandy Bay/Oaonui Local Treasure 3,000 Te Koru Pa HR Local Treasure 3,000
Te Karaka Local Treasure 3,000 Potaema Picnic Area and Walk Local Treasure 3,000
York Road Loop Track Local Treasure 2,803 Mt Damper Falls Local Treasure 1,734
Patea Loop Track Local Treasure 1,252 Tataraimaka Pa HR Local Treasure 1,000
Mangaoraka Loop Track Local Treasure 789 Puketarata‐Parihamore Pa HR Local Treasure 600
Morgan's Grave Walk Local Treasure 500 Omata Stockade HR Local Treasure 500
Mahoetahi HR Local Treasure 500 Corbett Lake SR Local Treasure 500
Rahiri Carpark Local Treasure 500 Rotorangi Hydro Walkway Local Treasure 500
Mokau Lime Kiln Local Treasure 500 Puketakauere Pa HR Local Treasure 400
Taumata HR Local Treasure 300 Mangapapa Amenity Area Local Treasure 300
Awa Te Take Pa HR Local Treasure 200 Tapuinikau Pa Historic Reserve Local Treasure 200
Whitecliffs Picnic Area Local Treasure 100 Pou Tehia HR Local Treasure 100
Misc. signs ‐ New Plymouth Area Local Treasure 0 Misc. signs ‐ Stratford Area Local Treasure 0 Kawau Pa HR Local Treasure 0 Pararoa Pa Local Treasure 0
Wanganui:
Destination type Estimated Visitor numbers Wanganui Journey Icon 10,000
16 July 2013
75 of 90 Destination Name Destination type Estimated Visitor numbers "Mountain to the Sea" Cycle Trail Gateway 2800
Destination Name Destination type Estimated Visitor numbers Matemateaonga Track ‐ Kohi to Omaru Backcountry 1,200
Matemateaonga tk ‐ Omaru to Wanganui R Backcountry 880 Maraekowhai Tk to Ohura River waterfalls Backcountry 730
Trains tk Backcountry 522 Maraekowhai Historic Reserve (Nui Poles) Backcountry 500
Trains tk Backcountry 350 Trains tk Backcountry 350
Trains to Tahupo route Backcountry 298 Trains to Tahupo route Backcountry 200
Puteore hut to Puniwhakau roadend route Backcountry 200 Atene Skyline Track Backcountry 200
Downes Hut Backcountry 169 Puniwhakau to Matemateaonga Link Track Backcountry 150
Puteore hut to Humphries clearing route Backcountry 100 Tahupo to Puteore hut route Backcountry 100
Pokeka ‐ Otaraheke route ‐ via Maungarau Backcountry 50 Mangapapapa Kainga Backcountry 0
Destination type Estimated Visitor numbers Raukawa Falls Viewing Platform Local Treasure 20,000
Gordon Park Scenic Reserve Local Treasure 5,994 Pipiriki Toilet/Shelter (RDC building) Local Treasure 4,000
Wanganui River Road Information Kiosk Local Treasure 3,000 Waitaha Pa Local Treasure 1,500
Atene Viewpoint Walk Local Treasure 1,300 Te Maire Loop Track Local Treasure 1,100
Tunnel Culvert Walk, Wanganui River Rd Local Treasure 1,000 Aukopae Tunnel Track Local Treasure 200
Misc. signs ‐ Wanganui Area Local Treasure 0
16 July 2013
76 of 90 Appendix 3
On average, 690 New Zealanders start a domestic holiday every half hour. 42 Australian visitors start a New Zealand holiday every half hour. 690 New Zealanders 42 Australians Two thirds of New Zealanders want to travel more in New Zealand. New Zealanders are all different, so a
a "shot gun" approach. $ $
is worth more per year to the economy than international tourism. $12.4 billion $9.3 billion DOMESTIC TOURISM IS The research shows that New Zealanders can be grouped into
. This helps us to understand the domestic tourism market better and to target our marketing. Domestic short breaks (less than or equal to 5 nights) Domestic long breaks (greater than 5 nights) Avg. number of domestic short breaks last 12 months Aiming High 3.1 short breaks 1.0 long breaks Embracing life 2.5 short breaks 0.6 long breaks Being there 1.6 short breaks 0.7 long breaks Rewarding 1.5 short breaks 0.4 long breaks Making Do 1.6 short breaks 0.3 long breaks Searching 1.4 short breaks 1.0 long breaks Immersing 0.6 long breaks 2.2 short breaks Creating
2.3 short breaks 0.7 long breaks Avg. number of domestic long breaks last 12 months
On average, 690 New Zealanders start a domestic holiday every half hour. 42 Australian visitors start a New Zealand holiday every half hour. 690 New Zealanders 42 Australians Two thirds of New Zealanders want to travel more in New Zealand. New Zealanders are all different, so a
a "shot gun" approach. $ $
is worth more per year to the economy than international tourism. $12.4 billion $9.3 billion DOMESTIC TOURISM IS The research shows that New Zealanders can be grouped into
. This helps us to understand the domestic tourism market better and to target our marketing. Domestic short breaks (less than or equal to 5 nights) Domestic long breaks (greater than 5 nights) Avg. number of domestic short breaks last 12 months Aiming High 3.1 short breaks 1.0 long breaks Embracing life 2.5 short breaks 0.6 long breaks Being there 1.6 short breaks 0.7 long breaks Rewarding 1.5 short breaks 0.4 long breaks Making Do 1.6 short breaks 0.3 long breaks Searching 1.4 short breaks 1.0 long breaks Immersing 0.6 long breaks 2.2 short breaks Creating
2.3 short breaks 0.7 long breaks Avg. number of domestic long breaks last 12 months
On average, 690 New Zealanders start a domestic holiday every half hour. 42 Australian visitors start a New Zealand holiday every half hour. 690 New Zealanders 42 Australians Two thirds of New Zealanders want to travel more in New Zealand. New Zealanders are all different, so a
a "shot gun" approach. $ $
is worth more per year to the economy than international tourism. $12.4 billion $9.3 billion DOMESTIC TOURISM IS The research shows that New Zealanders can be grouped into
. This helps us to understand the domestic tourism market better and to target our marketing. Domestic short breaks (less than or equal to 5 nights) Domestic long breaks (greater than 5 nights) Avg. number of domestic short breaks last 12 months Aiming High 3.1 short breaks 1.0 long breaks Embracing life 2.5 short breaks 0.6 long breaks Being there 1.6 short breaks 0.7 long breaks Rewarding 1.5 short breaks 0.4 long breaks Making Do 1.6 short breaks 0.3 long breaks Searching 1.4 short breaks 1.0 long breaks Immersing 0.6 long breaks 2.2 short breaks Creating
2.3 short breaks 0.7 long breaks Avg. number of domestic long breaks last 12 months
• Special interest media (e.g skiing/snow boarding) RAISING FAMILY PERSONAL RELATIONSHIP BUILDING CAREER/BUSINESS BUY HOUSE/BUILD ASSETS Interests & life priorities Are more likely to stay in:
and travel by loser cruiser EATING OUT ENTERTAINING AT HOME BOATING
CYCLING/MOUNTAIN BIKING HIKING/MOUNTAIN CLIMBING HOME MAINTENANCE EMBRACING LIFE Married/couple with children living at home 83%
Life cycle 45-49
50-54 30-34
35-39 40-44
Age 11%
Travel products that most appeal to this segment include: OUTDOORS
CULTURE & HERITAGE FOOD & WINE • Outdoor adventures/experiences for the whole family (e.g. cycling, fishing, canoeing, kayaking, adventure sports, boating, fishing, beaches) • Cultural product For more information please go to xxxxxxxxxxxxxxx • Food/wine product Who are the Embracing Life segment? “A full life for you and your family” Key marketing Proposition: Market to this segment through: • Special interest/out-doors media (including the web) • Consumer shows (e.g.Boat shows) • Business media and major dailies Ideal holiday characteristics: IDEAL
NOT IDEAL What do they look for in a holiday? RELAXING__FAMILY-FRIENDLY__NIGHTLIFE__BIG_CITIES__OUTDOOR'>EXCITING DIFFERENT RELAXING FAMILY-FRIENDLY NIGHTLIFE BIG CITIES OUTDOOR ACTIVITIES NATURE-BASED EXPERIENCES Embracing life are more likely to be professionals , and to earn a high income RELATIONSHIPS FRIENDS/FAMILY ENTERTAINING AT HOME REDUCING DEBT/BUILDING ASSETS CAREER/BUSINESS HOME MAINTENANCE BOATING/FISHING HIKING/OUTDOORS TRAVEL/HOLIDAYS Interests & life priorities On holiday they are more likely to stay in motels and
rented accomodation , and to travel by private car
and (sometimes) bicycle RAISING FAMILY EMBRACING LIFE Life cycle Age 11%
Travel products likely to appeal to this segment include: OUTDOORS
CULTURE & HERITAGE FOOD & WINE EXPERIENCES FOR THE WHOLE FAMILY • Outdoor adventures/experiences for the whole family (e.g. cycling, fishing, canoeing, kayaking, adventure sports, boating, fishing, beaches) For more information please go to www.tourismresearch.govt.nz/domseg • Food/wine product • Heritage events/experiences • Youth/sporting/adventure events Who is in the Embracing Life Segment? “A FULL life for you and your family” Key marketing proposition: Market to this segment through: • Business media • Special interest groups/media/online (e.g. golf/outdoor focussed, boating, fishing) • Major daily newspapers • Outdoor events and shows (e.g. boat/fishing shows) Ideal holiday characteristics: IDEAL NOT IDEAL What do they look for in a holiday? RELAXING FAMILY-FRIENDLY NIGHTLIFE BIG CITIES OUTDOORS NATURE-BASED ROMANTIC Members of the Embracing Life Segment are likely to be
and earning a
Interests & life priorities On holiday they are more likely to
and stay in commercial accommodation HAVING A GOOD TIME CLUBBING/PARTIES FINDING DIRECTION IN LIFE SPORTS/HOBBIES EDUCATION TRAVEL/HOLIDAYS MEETING PEOPLE CAREER FITNESS
AIMING HIGH Life cycle Age Travel products likely to appeal to this segment include: Adventure WELLNESS EXPERIENCES • Adventure and sports product (the BEST skiing, the BEST beaches, the BEST mountain biking tracks) For more information please go to www.tourismresearch.govt.nz/domseg • Urban product (nightlife, bars, cafes/music events) • Wellness experiences Who is in the Aiming High Segment? “More, bigger, best!” Key marketing proposition: Market to this segment through: • Youth media (magazines, blogs) • Online channels • Interest groups (sports clubs, other affinity groups) • Cinema Ideal holiday characteristics: What do they look for in a holiday?
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