Regional Tourism Report – twt conservancy
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Year End Ye ar e nde d Ju
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22,000 20,000 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 22,000 20,000 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 930 1,117 1,180 618 1,264 1,658 3,080 4,998 6,202 7,523 5,164 8,418 9,981 8,392 5,233 6,709 4,036 4,337 5,472 6,883 5,329 11,431 15,033 16,627 20,500 17,283 20,037 15,803 12,205 16,897 276 2,832 3,327 862 854 327 57 859 1,287 472 108 793 1,212 483 617 953 1,333 997 291 291 1,299 179 2,632 256 256 420 583 China: China:
16 July 2013
22 of 90 Visitor Nights 22 Data drawn from the Commercial Accommodation Monitor (CAM) also points to overall stability in international guest nights in the TWT regions. Only Taupō has seen an increase in nights over time, and Taupō also accounts for the largest share of nights within the wider TWT region.
Visitor Expenditure 23 , 24
The Regional Tourism Indicators aggregate and analyse data on the number and value of electronic transactions made by international visitors (identified by card origin). Data is analysed by country to indicate the size of the international market in each region (Table 1 overleaf). The Regional Tourism Indicator data shows that: ‐
Australia is the largest international market in all four RTO areas. Spending by Australian visitors has increased in all RTO areas in the region since 2008. Tourism in the TWT region is vulnerable to the decline in visitors from the UK and USA which is being experienced nationally. - Spending by UK visitors decreased in all four RTO areas by between 22% and 41% from 2008 to 2012. - Spending by American visitors dropped most sharply in Taupō (‐30%) and Wanganui (‐22%). However, there were small increases in spending recorded in both Ruapehu and Taranaki. Spending by Chinese visitors has increased substantially in two RTO regions but the overall level of activity from this market is still very small. Other markets, including Canada and a number of European markets, are currently more significant for the Tongariro Wanganui Taranaki region based on their expenditure.
Overall spending by international visitors since 2008 is down 16% in Taupō, down 15% in Wanganui and down 6% in Ruapehu. Spending has increased by 6% in Taranaki.
22
Ministry of Business, Innovation and Employment. Commercial Accommodation Monitor Data. 23
Harbrow M. Visitor Trends Report. Department of Conservation 2013
24 Ministry of Business, Innovation and Employment. Regional Tourism Indicators.
5,000 10,000
15,000 20,000
25,000 30,000
35,000 40,000
45,000 50,000
Ja n ‐10 Mar ‐10
May ‐10
Jul ‐10
Se p ‐10 Nov ‐10
Ja n ‐11 Mar ‐11
May ‐11
Jul ‐11
Se p ‐11 Nov ‐11
Ja n ‐12 Mar ‐12
May ‐12
Jul ‐12
Se p ‐12 Nov ‐12
Ja n ‐13 Mar ‐13
Taupo Taranaki
Ruapehu Wanganui
Linear (Taupo) Linear (Taranaki) Linear (Ruapehu) Linear (Wanganui)
16 July 2013
23 of 90 Table 1: Percentage of international tourist transactions from key markets by RTO 2012 (Source: Regional Tourism Indicators) Country Austr a li a Ch ina UK USA Ja pa n Germany South Korea Tot al tra n sactions Taupō
32.1% 0.7%
17.6% 12.6%
1.2% 7.3%
0.4% 219,443
Ruapehu 26.7%
0.4% 14.4%
11.6% 0.8%
11.9% 0.4%
52,601 Taranaki 45.8% 0.4%
14.4% 10.2%
0.7% 5.0%
0.2% 112,254
Wanganui 42.9%
1.0% 15.0%
9.6% 1.0%
7.9% 0.3%
32,282
Regional Tourism Indicators) Country Austr a li a Ch ina UK USA Ja pa n Germany South Korea Tot al tra n sactions Taupō
+15% +176%
‐43% ‐30%
+4% ‐12%
‐7% ‐16%
Ruapehu +4%
No data ‐37%
+1% ‐33%
‐4% ‐36%
‐6% Taranaki +32% +60%
‐22% +6%
+52% ‐7%
No data +6%
Wanganui +31%
No data ‐41%
‐22% ‐65%
‐31% No data
‐15%
These trends can be seen further in the charts below and overleaf, with expenditure in Taupō declining over time and expenditure in Taranaki increasing.
0 20 40 60 80 100 120 140
160 180
200 Ja n ‐08 Ma r‐ 08 May
‐08 Ju l‐ 08 Se p ‐08 No v‐ 08 Ja n ‐09 Ma r‐ 09 May
‐09 Ju l‐ 09 Se p ‐09 No v‐ 09 Ja n ‐10 Ma r‐ 10 May
‐10 Ju l‐ 10 Se p ‐10 No v‐ 10 Ja n ‐11 Ma r‐ 11 May
‐11 Ju l‐ 11 Se p ‐11 No v‐ 11 Ja n ‐12 Ma r‐ 12 May
‐12 Ju l‐ 12 Se p ‐12 No v‐ 12 Ja n ‐13 Ma r‐ 13 Inde x Lake Taupo RTO Total (all countries) Linear (Total (all countries))
16 July 2013
24 of 90
Ruapehu has also seen growing expenditure by international visitors (although, in the domestic market, the trend is one of decline). The two markets also display clear differences in seasonality. Whilst Ruapehu experiences its peak international expenditure during summer, domestic peak season expenditure takes place during the winter months.
0 20 40 60 80 100 120 140
160 180
Ja n ‐08 Ma r‐ 08 May ‐08
Ju l‐ 08 Se p ‐08 No v‐ 08 Ja n ‐09 Ma r‐ 09 May ‐09
Ju l‐ 09 Se p ‐09 No v‐ 09 Ja n ‐10 Ma r‐ 10 May ‐10
Ju l‐ 10 Se p ‐10 No v‐ 10 Ja n ‐11 Ma r‐ 11 May ‐11
Ju l‐ 11 Se p ‐11 No v‐ 11 Ja n ‐12 Ma r‐ 12 May ‐12
Ju l‐ 12 Se p ‐12 No v‐ 12 Ja n ‐13 Ma r‐ 13 Inde x Taranaki RTO Total (all countries) Linear (Total (all countries)) 0 20 40 60 80 100 120
140 160
180 Ja n ‐08 Ma r‐ 08 May
‐08 Ju l‐ 08 Se p ‐08 No v‐ 08 Ja n ‐09 Ma r‐ 09 May
‐09 Ju l‐ 09 Se p ‐09 No v‐ 09 Ja n ‐10 Ma r‐ 10 May
‐10 Ju l‐ 10 Se p ‐10 No v‐ 10 Ja n ‐11 Ma r‐ 11 May
‐11 Ju l‐ 11 Se p ‐11 No v‐ 11 Ja n ‐12 Ma r‐ 12 May
‐12 Ju l‐ 12 Se p ‐12 No v‐ 12 Ja n ‐13 Ma r‐ 13 Inde x Ruapehu RTO Total (all countries) Linear (Total (all countries))
16 July 2013
25 of 90 A declining trend in international visitor expenditure is also apparent in the Wanganui RTO region.
3.1.3 Domestic Market Trends
In 2012, domestic tourism contributed approximately $13.8 billion to the New Zealand economy, equating to more than half (59%) of the total economic contribution made by the tourism industry.
The significance of the domestic tourism market was highlighted in the New Zealand Tourism Strategy 2015 (NZTS 2015). Beyond immediate economic impact, the Strategy noted that, by stimulating demand for products and services within the domestic market ‐ and building the capability required to meet this demand ‐ New Zealand’s tourism operators would be better equipped to deliver a world class experience to international visitors as well.
Over the last decade and more, there has been little change in the volume of nights spent by New Zealanders away from home but the proportion of these nights spent in New Zealand has declined significantly. For example, in the 10 years to 2008, this decline resulted in a loss of domestic market share in the order of almost 20%.
25
Ministry of Business, Innovation and Employment. Domestic Tourism Market Segmentation Data. 26
Ministry of Business, Innovation and Employment. Domestic Travel Survey Data.
27 Harbrow M. Visitor Trends Report. Department of Conservation 2013
0
40 60 80 100 120
140 160
180 Ja n ‐08 Ma r‐ 08 May
‐08 Ju l‐ 08 Se p ‐08 No v‐ 08 Ja n ‐09 Ma r‐ 09 May
‐09 Ju l‐ 09 Se p ‐09 No v‐ 09 Ja n ‐10 Ma r‐ 10 May
‐10 Ju l‐ 10 Se p ‐10 No v‐ 10 Ja n ‐11 Ma r‐ 11 May
‐11 Ju l‐ 11 Se p ‐11 No v‐ 11 Ja n ‐12 Ma r‐ 12 May
‐12 Ju l‐ 12 Se p ‐12 No v‐ 12 Ja n ‐13 Ma r‐ 13 Inde x Wanganui RTO Total (all countries) Linear (Total (all countries))
16 July 2013
26 of 90
The 2009/2010 Domestic Tourism Market Segmentation undertaken by Angus & Associates for the then Ministry of Tourism confirmed that almost half of all adults take at least one short break (up to 5 nights) in New Zealand each year, but just one‐quarter take a longer holiday (of 6 nights or more). It was interesting to note that a similar proportion took at least one international holiday each year.
When frequency of trips is taken into account, it became apparent that the average New Zealander also took a substantial number of day trips in any given four week period, most often for the purpose of shopping (an average 2.8 trips every 4 weeks), business (2.5 trips) or to visit friends/family (2.4 trips).
Domestic overnight trips were relatively less frequent, with the average New Zealander taking just 0.7 trips for business each year, 1.0 trip to attend an event held by family/friends and 2.5 trips for a break or holiday. The bulk of this more discretionary leisure travel took the form of short breaks (defined as 5 nights or less).
No further trend data is available for review however data from the Domestic Travel Survey (DTS) shows a relatively consistent trend in the number of domestic trips taken over time, with the number fluctuating between around 16 million and 18 million for each of the last two years but with another downward tendency observed during the second half of 2012.
Year
ended Mar 11
Year ended
Jun 11 Year
ended Sep 11
Year ended
Dec 11 Year
ended Mar 12
Year ended
Jun 12 Year
ended Sep 12
Year ended
Dec 12 Total Number of Trips 16,585,79 15,893,17 16,994,52 16,915,21 17,350,86 18,000,66 17,735,40 16,786,15 Day Trip
10,198,79 9,545,210 10,483,29 10,144,56 10,321,99 10,935,35 10,718,75 10,227,93 Overnight Trip 6,387,001 6,347,969 6,511,233 6,770,657 7,028,870 7,065,306 7,016,653 6,558,219 ‐ 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000 18,000,000 20,000,000 ‐ 17.8%
16 July 2013
27 of 90 While no longer term DTS data is available, information from Roy Morgan Research points to an overall decline in domestic holiday travel for the period from 2006 to 2011. The chart overleaf shows that the proportion of New Zealanders taking holidays within New Zealand has decreased by 7.7% over this period.
Commercial Guest Nights 28
Data from the Commercial Accommodation Monitor shows that the total number of domestic guest nights across New Zealand increased by 2.3% from 18,823,409 in 2008 to 19,251,820 in 2012.
28
0 5000000 10000000 15000000
20000000 25000000
2008 2009
2010 2011
2012 # Domestic guest nights Year
16 July 2013
28 of 90 Expenditure
Domestic tourism expenditure has recovered in the year to January 2013, following a downturn in 2010. Regional Tourism Indicators (RTIs) data shows a 10% increase in expenditure on 2008 levels.
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