Regional Tourism Report – twt conservancy
Yüklə 1,6 Mb. Pdf görüntüsü
|
|
Year # vi si to rs Other Scenic/Natural Attractions Sightseeing (Land) Volcanic/Geothermal Attractions Heritage Attractions Lookouts And Viewing Platforms Cultural Attractions Activities/Attractions - NZ (Grouped) by Year End International Visitors Survey Activities/Attractions ‐ NZ (Grouped) Walking And Trekking Sightseeing (Land) Other Scenic/Natural Attractions Volcanic/Geothermal Attractions Lookouts And Viewing Platforms Gardens Cultural Attractions Heritage Attractions Snow Sports Year End Ye ar end ed Jun 98 Ye ar end ed Ma
r 9 9 Ye ar e nd ed D ec
99 Ye ar e nd ed Se p 0 0 Ye ar end ed Ju n 01 Ye ar en de d Ma
r 02 Ye ar e nd ed Dec 02 Ye ar end ed Se
p 03 Ye ar end ed Ju
n 04 Ye ar e nd ed Ma r 05 Ye ar e nde d D
ec 05 Ye ar end ed Se p 06 Ye ar e nd ed Ju n 0 7 Ye ar end ed Ma r 0 8 Ye ar end ed Dec 08 Ye ar e nd ed Se p 0 9 Ye ar e nd ed Jun 10
Ye ar end
ed Ma
r 11 Ye ar e nd ed Dec 11 Ye ar end ed
12 % 80 70 60 50 40 30 20 10 0 80 70 60 50 40 30 20 10 0 52% 51% 48% 45% 43% 43% 44% 43% 42% 43% 45% 53% 60% 57% 60% 68% 68% 65% 66% 68% 67% 67% 67% 66% 72% 76% 74% 73% 75% 76% 73% 66% 66% 67% 69% 71% 72% 69% 68% 66% 65% 66% 63% 66% 70% 69% 61% 57% 52% 52% 47% 44% 43% 43% 44% 45% 46% 46% 20% 32% 39% 38% 37% 36% 35% 34% 34% 35% 36% 42% 45% 45% 45% 48% 50% 49% 50% 53% 53% 51% 53% 55% 54% 53% 53% 53% 26% 27% 27% 27% 24% 25% 26% 23% 24% 24% 25% 26% 29% 30% 34% 36% 35% 33% 32% 30% 30% 31% 29% 28% 28% 29% 29% 28% 27% 27% 1% 4% 7% 12% 14% 14% 15% 15% 17% 21% 21% 23% 24% 25% 26% 33% 34% 12% 17% 17% 14% 13% 15% 26% 25% 22% 21% 22% 21% 21% 19% 19% 18% 18% 16% 15% 14% 14% 15% 15% 12% 12% 9% 8% 15% 17% 17% 19% 24% 24% 21% 6% 6% 6% 6% 6% 6% 6% 6% 6% 5% 4% 5% 5% 5% 5% 4% 5% 5% 4% 5% 6% 5% 5% 5% 4% 4% 4%
16 July 2013
19 of 90 Walking and trekking has increased in popularity over time and remains the third most popular activity for international visitors behind shopping and dining. Demand for experience of volcanic and geothermal attractions has not changed over the last five years.
Analysis of participation in four major nature‐based activities, as tracked in Tourism New Zealand’s Visitor Experience Monitor (namely tramping and hiking, visits to National Parks, scenic bush walks and scenic drives) also shows the changing nature of New Zealand’s international tourism markets.
The declining UK and USA markets have high levels of participation in these four activities, while growth is occurring in New Zealand’s largest tourism markets (Australia and China) which are characterised by lower levels of participation in these activities. Should present trends in the composition of New Zealand’s international visitor mix continue, we would expect participation in nature based experiences and use of public conservation land to decline overall. 18
While lower levels of participation are apparent amongst Australian and Chinese visitors, it does not appear that this is because these markets lack interest in the outdoors. Instead there is significant latent demand; i.e. interest that is not presently flowing through to participation. This would suggest that there is an opportunity to grow the number of Australian and Chinese visitors using public conservation land if their needs and present barriers to participation are understood and if the right opportunities are provided in the right places 19 . It is noted that one of the most significant of these barriers at present is likely to be length of stay.
3.1.2.2 International Tourism Trends (TWT Conservancy)
The trends identified above are considered to have long term implications for all New Zealand regions, and particularly those regions which are most difficult to access from the major international gateways (Auckland and Christchurch) and traditional touring routes.
However, upon closer analysis and based on discussions with the experts consulted for this report, it appears that the TWT regions are currently feeling less impact from the shifts in market composition and visitor behaviour than other regions. Indeed, traditional western markets are steady or continue to grow in the TWT regions and there remains definite demand for the kind of outdoor, nature and heritage‐related activities and experiences on offer in the region. 20
The neighbouring Rotorua region has embraced the emerging Chinese and Asian markets in its destination marketing and product development and this can be seen in a growing number of Chinese visitors to the region. However, the typically short‐term duration of visits by the Chinese/Asian traveller prevent Rotorua acting as an effective ‘feeder’ region for TWT.
(Furthermore, the TWT regions are seen by stakeholders to have little to offer the current (largely group) Chinese market and it is felt that much effort would be required by TWT to develop this market: firstly, to build the necessary relationships, and then to implement specialised marketing activities and appropriate product development. Given this, stakeholders believe that at present (and for the next five years), the TWT region would be better to focus on improving its offer to cater for the changing preferences of the ‘bulk’ traditional western markets, whilst capturing FIT Asian markets as these emerge ‐ with specialized high end experiences.)
18
Harbrow M. Visitor Trends Report. Department of Conservation 2013 19
Harbrow M. Visitor Trends Report. Department of Conservation 2013
20 Interviews conducted with Ruapehu District Council, Venture Taranaki, Great Lake Taupō RTO, Te Puia, Kapiti Island Nature Tours.
16 July 2013
20 of 90 International Visitors 21
The following International Visitor Survey (IVS) charts show the proportions of selected main markets travelling to the TWT regions, as well as to Rotorua (by way of comparison).
While visitor numbers overall have been declining slowly for the US and UK markets since 2006, New Zealand has seen large increases in visitor numbers from Australia, as well as China – with the net effect being some modest incremental growth. However, analysis of visitation to selected RTO’s (by New Zealand’s top 5 markets) shows that Rotorua has experienced a clear downward trend in visitation overall, whilst the TWT regions have remained relatively steady.
When the TWT RTO visitation numbers are compared, it is clear that Taupō receives the largest share of international visitors. For all regions, trends have fluctuated to some degree but are relatively stable over the last 10 years. This mirrors feedback received from local tourism experts: that the traditional main markets still remain strong in the TWT regions and continue to represent potential.
21
RTO Travelled To - Any Reason by Year End International Visitors Survey RTO Travelled To ‐ Any Reason Rotorua RTO Lake Taupo RTO Taranaki RTO Ruapehu RTO Wanganui RTO Year End Ye ar end ed Ju
n 98 Ye ar end ed Ma
r 99 Ye ar end ed De
c 9 9 Ye ar end ed Se p 00 Ye ar e nd ed Ju n 01 Ye ar e nd ed M ar 0 2 Ye ar e nd ed D ec 02 Ye ar end
ed Se
p 03 Ye ar e nd ed Ju n 04 Ye ar end ed Ma
r 0 5 Ye ar end ed De c 0 5 Ye ar e nd ed Se p 0
6 Ye ar e nd ed Jun 07 Ye ar end ed Ma
r 08 Ye ar e nd ed Dec 08 Ye ar end ed Se
p 0 9 Ye ar end ed Ju n 1 0 Ye ar e nd ed M ar 1
1 Ye ar e nd ed D ec 11
Ye ar end
ed Se
p 12 % 45 40 35 30 25 20 15 10 5 0 45 40 35 30 25 20 15 10 5 0 43% 40% 38% 37% 38% 38% 38% 37% 34% 35% 37% 35% 34% 35% 35% 36% 37% 36% 32% 32% 32% 30% 29% 29% 29% 27% 26% 28% 28% 26% 26% 16% 17% 18% 17% 16% 16% 16% 16% 16% 16% 16% 18% 18% 18% 18% 19% 20% 19% 17% 18% 18% 15% 15% 17% 17% 17% 17% 17% 17% 16% 15% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 4% 5% 4% 4% 4% 3% 4% 4% 4% 4% 4% 3% 3% 4% 4% 3% 4% 4% 3% 3% 6% RTO Travelled To - Any Reason by Year End International Visitors Survey RTO Travelled To ‐ Any Reason Lake Taupo RTO Taranaki RTO Ruapehu RTO Wanganui RTO Year End Yea
r en de d Ju n 9 8 Yea r en de d Ma r 99 Ye ar en de d D ec 99
Ye ar en
de d Se
p 00 Ye ar end ed Ju n 0 1 Ye ar en ded
Ma r 02
Ye ar en de d D
ec 0 2 Ye ar en ded
Se p 03
Yea r en
de d Ju
n 0 4 Yea r en de d Ma r 05 Ye ar en de d D ec 05
Ye ar en
de d Se
p 06 Ye ar end ed Ju n 0 7 Ye ar en ded
Ma r 08
Ye ar en de d D
ec 0 8 Ye ar en ded
Se p 09
Yea r en
de d Ju
n 1 0 Yea r en de d Ma r 11 Ye ar en ded De
c 11 Yea
r en de d Se p 1 2
400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 450,000 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 222,766 236,492 232,057 257,368 270,916 290,822 321,370 349,551 377,163 410,698 409,608 373,963 402,047 349,498 363,793 371,533 407,448 388,288 346,891 41,291 39,861 39,420 42,706 49,508 54,445 56,306 69,021 88,315 76,232 79,373 82,441 92,268 85,581 82,359 81,841 82,949 83,990 87,607 86,342 77,730 116,361 135,483 121,138 115,464 115,301 47,547 49,143 44,369 51,508 43,343 47,677 Top 5 Markets: Top 5 Markets:
16 July 2013
21 of 90 In the Chinese market, some growth is apparent in the Rotorua RTO Region.
However, within the wider TWT region, Taupō is the only RTO region which has seen some significant increase in visitation by Chinese travelers (refer to chart below). Please note that trends shown for the TWT region RTO’s should be viewed with caution due to very small sample sizes.
RTO Travelled To - Any Reason by Year End International Visitors Survey Base ‐ China, People's Republic of (Top 5 Markets) RTO Travelled To ‐ Any Reason Rotorua RTO Lake Taupo RTO Taranaki RTO Ruapehu RTO Wanganui RTO Year End Ye ar en ded Ju
n 9 8 Ye ar en de d M ar 99 Ye ar en de d D
ec 9 9 Yea r en ded
Se p 0
0 Ye ar en de d Ju
n 01 Ye ar en de d M
ar 02
Ye ar e
nde d D
ec 02
Ye ar en
ded Se
p 03 Ye ar en de d Ju
n 04 Yea
r en ded
M ar 05 Yea r en
ded De
c 0 5 Ye ar en de d S ep 06
Ye ar e
nde d Ju
n 0 7 Ye ar en ded
M ar 08
Ye ar en
de d De
c 08 Ye ar en de d Se
p 09 Yea
r en ded
Ju n 1
0 Ye ar en de d Ma
r 1 1 Ye ar e nde
d D ec 11 Ye ar en
ded Se
p 12 % 90 80 70 60 50 40 30 20 10 0 90 80 70 60 50 40 30 20 10 0 63% 55% 53% 53% 57% 51% 52% 52% 47% 56% 59% 56% 51% 48% 60% 63% 67% 71% 74% 70% 72% 79% 79% 77% 76% 68% 70% 71% 66% 70% 71% 69% 68% 8% 8% 8% 7% 6% 7% 6% 7% 8% 8% 9% 10% 8% 8% 10% 10% 9% 7% 6% 4% 4% 3% 6% 7% 6% 12% 16% 14% 16% 11% 7% 1% 3% 0% 4% 1% 1% 0% 1% 1% 1% 1% 1% 0% 0% 1% 1% 1% 1% 0% 0% RTO Travelled To - Any Reason by Year End International Visitors Survey Base ‐ China, People's Republic of (Top 5 Markets) RTO Travelled To ‐ Any Reason Lake Taupo RTO Taranaki RTO Ruapehu RTO Wanganui RTO Yüklə 1,6 Mb. Dostları ilə paylaş:
|