Activities
29
Walking/trekking remains one of the most popular activities undertaken by New Zealanders on domestic trips.
Niche activities such as snow sports and cycling have also shown strong growth in recent years.
Number of trips by New Zealanders involving selected active recreation activities (Source: Domestic Travel
Survey)
Activity
YE Dec
2011
YE Dec
2012
%
change
Walking and trekking
4,739,845
4,780,124
+1
Swimming
1,908,711
1,684,902
‐12
Fishing
1,536,556
1,417,860
‐8
Hunting/shooting
470,597
413,085
‐12
Snow sports
345,992
424,546
+23
Cycle sports
448,951
548,057
+22
29
Ministry of Business, Innovation and Employment. Domestic Travel Survey Data.
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More passive outdoor and nature‐based activities have also increased in popularity over the last two years.
However fluctuations are present over the longer term.
Number of trips by New Zealanders involving selected passive recreation activities (Source: Domestic Travel
Survey)
Activity
YE Dec
2011
YE Dec
2012
%
change
Sightseeing (land)
4,872,718
4,905,273
+1
Other scenic/natural attractions
4,511,105
4,732,748
+5
Volcanic/geothermal attractions
964,406
1,139,390
+18
Lookouts and viewing platforms
148,734
179,483
+21
Heritage attractions
146,384
244,801
+67
Nth Island National Parks
14,614
33,874
+32
Birdwatching
120,482
153,734
+28
3.1.3.2 TWT Conservancy Perspective
30
The relatively stable domestic travel market is mirrored by visitation trends in the TWT regions, as seen in the
following data drawn from the Domestic Travel Survey.
NZ Residents Travelling to the TWT RTO Regions to YE December 2012 (Source: Domestic Travel Survey)
30
Ministry of Business, Innovation and Employment. Domestic Travel Survey Data.
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
Lake Taupo RTO
688,481
744,987
714,682
785,322
769,321
749,899
783,211
711,509
Rotorua RTO
558,459
572,679
606,323
678,952
691,430
753,697
742,908
617,911
Taranaki RTO
457,376
422,855
405,554
412,500
442,775
494,295
504,947
429,676
Ruapehu RTO
259,092
278,655
303,754
307,423
310,410
298,352
266,824
245,656
Wanganui RTO
164,785
168,631
159,516
171,109
192,749
175,423
160,711
147,053
‐
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
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These trends were confirmed in the observations made by regional tourism experts interviewed for this report.
Representatives of local RTOs, in particular, identified a stable trend in domestic visitation to their regions and
expressed optimism about the outlook for the medium‐term.
Visitor Nights
31
An examination of the nights spent by domestic visitors in the TWT regions also shows stability over time, with
only a slight increase apparent in the trend for Taupō. Varying seasonal patterns are also apparent in this data,
with only Ruapehu experiencing its peak season during the winter months.
Commercial Guest Nights in the TWT RTO Regions to March 2013 (Source: Commercial Accommodation
Monitor)
31
Ministry of Business, Innovation and Employment. Commercial Accommodation Monitor Data.
‐
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
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)
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31 of 90
Visitor Expenditure
32
The Regional Tourism Indicators (RTIs) show a stable domestic expenditure trend for the Taupō area, with
peak season expenditure in December/January.
Domestic market expenditure in the Taranaki RTO region has increased gradually over time, while the reverse
is apparent in Ruapehu. Patterns of expenditure in Ruapehu also confirm the area’s status as a winter holiday
destination for the domestic market (peak season during the winter months, preceded by an autumn peak
probably around the Easter holiday period).
Refer to charts overleaf.
32
Ministry of Business, Innovation and Employment. Regional Tourism Indicators.
0
20
40
60
80
100
120
140
160
180
Ja
n
‐08
Ma
r‐
08
Ma
y‐
08
Ju
l‐
08
Se
p
‐08
No
v‐
08
Ja
n
‐09
Ma
r‐
09
Ma
y‐
09
Ju
l‐
09
Se
p
‐09
No
v‐
09
Ja
n
‐10
Ma
r‐
10
Ma
y‐
10
Ju
l‐
10
Se
p
‐10
No
v‐
10
Ja
n
‐11
Ma
r‐
11
Ma
y‐
11
Ju
l‐
11
Se
p
‐11
No
v‐
11
Ja
n
‐12
Ma
r‐
12
Ma
y‐
12
Ju
l‐
12
Se
p
‐12
No
v‐
12
Ja
n
‐13
Ma
r‐
13
Ind
e
x
Lake Taupo RTO
Total (all Regions of Origin)
Linear (Total (all Regions of Origin))
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32 of 90
0
20
40
60
80
100
120
140
160
Ja
n
‐08
Ma
r‐
08
Ma
y‐
08
Ju
l‐
08
Se
p
‐08
No
v‐
08
Ja
n
‐09
Ma
r‐
09
Ma
y‐
09
Ju
l‐
09
Se
p
‐09
No
v‐
09
Ja
n
‐10
Ma
r‐
10
Ma
y‐
10
Ju
l‐
10
Se
p
‐10
No
v‐
10
Ja
n
‐11
Ma
r‐
11
Ma
y‐
11
Ju
l‐
11
Se
p
‐11
No
v‐
11
Ja
n
‐12
Ma
r‐
12
Ma
y‐
12
Ju
l‐
12
Se
p
‐12
No
v‐
12
Ja
n
‐13
Ma
r‐
13
Ind
e
x
Taranaki RTO
Total (all Regions of Origin)
Linear (Total (all Regions of Origin))
0
50
100
150
200
250
Ja
n
‐08
Ma
r‐
08
Ma
y‐
08
Ju
l‐
08
Se
p
‐08
No
v‐
08
Ja
n
‐09
Ma
r‐
09
Ma
y‐
09
Ju
l‐
09
Se
p
‐09
No
v‐
09
Ja
n
‐10
Ma
r‐
10
Ma
y‐
10
Ju
l‐
10
Se
p
‐10
No
v‐
10
Ja
n
‐11
Ma
r‐
11
Ma
y‐
11
Ju
l‐
11
Se
p
‐11
No
v‐
11
Ja
n
‐12
Ma
r‐
12
Ma
y‐
12
Ju
l‐
12
Se
p
‐12
No
v‐
12
Ja
n
‐13
Ma
r‐
13
Ind
e
x
Ruapehu RTO
Total (all Regions of Origin)
Linear (Total (all Regions of Origin))
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Domestic visitor expenditure in the Wanganui area has increased very slightly over the last five years.
0
20
40
60
80
100
120
140
Ja
n
‐08
Ma
r‐
08
Ma
y‐
08
Ju
l‐
08
Se
p
‐08
No
v‐
08
Ja
n
‐09
Ma
r‐
09
Ma
y‐
09
Ju
l‐
09
Se
p
‐09
No
v‐
09
Ja
n
‐10
Ma
r‐
10
Ma
y‐
10
Ju
l‐
10
Se
p
‐10
No
v‐
10
Ja
n
‐11
Ma
r‐
11
Ma
y‐
11
Ju
l‐
11
Se
p
‐11
No
v‐
11
Ja
n
‐12
Ma
r‐
12
Ma
y‐
12
Ju
l‐
12
Se
p
‐12
No
v‐
12
Ja
n
‐13
Ma
r‐
13
Ind
e
x
Wanganui RTO
Total (all Regions of Origin)
Linear (Total (all Regions of Origin))
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3.1.4 Relevant niche tourism trends
33
,
34
,
35
,
36
Several emerging special interest markets are expected to continue growing on a global basis, with the
highlighted set below being considered of most relevance to DOC in the context of the TWT Conservancy due
to the regions’ rural, natural and other geographic features and infrastructure.
Most relevant to DOC
Less relevant to DOC
Rural tourism
Cruise tourism
Nature based tourism
Space tourism
Cultural and heritage tourism
Business events tourism
Adventure tourism
Religious tourism
Health and wellness tourism
Event tourism
Seniors tourism
Urban tourism
Local niche markets
Gap travel
Rural tourism
Rural tourism involves tourism activities which take part in country areas. Rural tourism is closely related to
the traditional and romantic idea of ‘the good old days’ (a pure and simple lifestyle), experiencing what is
perceived as a ‘healthy’ lifestyle (with fresh air, wholesome food and exercise), getting away from a stressful
and fast‐paced city environment to the peace and tranquility of the bush; and enjoying the friendly warmth
and hospitality of country people. Thus, nostalgia of the origins, the need for recuperation of the lost link with
nature, and the ‘basics’ of life, in an increasingly complex, highly organised, anonymous, congested, stressful
urban and ‘inhuman’ surrounding constitute the principal attraction of rural areas.
Nature based tourism
Nature‐based tourism will continue to be one of the fastest growing areas of the tourism industry and a very
important justification for conservation. The increasing dominance of technology in our daily lives also
promotes this trend. Rainforests, wilderness areas, the ocean and other unpolluted regions provide a unique
and necessary chance to escape from stressful work environments. As the world’s supply of pristine natural
environments dwindles, however, and the demand for them increases, their price will increase compared to
mass tourism experiences. Many destinations are developing ‘ecotourism’ (responsible travel that conserves
natural environments and sustains the well‐being of local people) to satisfy a growing demand for nature‐
based tourism and also to help preserve the stock of ‘natural capital’ so important to a sustainable tourism
industry. On a global scale, the demand for ecotourism and nature‐based holidays is expected to double and
even triple in the next 20 years. Ecotourism trips can cover a wide range of features with different levels of
intensity of involvement, while the nature component provides the opportunity for it to be a tool for
preservation, conservation, appreciation and learning.
Potential will only be realised if natural resources are managed appropriately. Destinations and enterprises will
need to better manage their natural and cultural attractions in order to conserve these resources for
environmentally conscious markets and as draw cards for all types of visitation.
33
Dwyer L., Megatrends underpinning tourism to 2020: Analysis of key drivers for change. STCRC 2008
34
Balmford A, Beresford J, Green J, Naidoo R, Walpole M, et al. (2009) A Global Perspective on Trends in Nature‐Based Tourism. PLoS Biol
7(6): e1000144. doi:10.1371/journal.pbio.1000144
35
Living Reviews. Outdoor Recreation and Nature Tourism: A European Perspective. Living Rev. Landscape Res., 1, (2007), 2
http://www.livingreviews.org/lrlr‐2007‐2
36
Ministry for Culture and Heritage, Demand for Cultural Tourism. Angus & Associates 2008
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To help meet the need for nature‐based tourism, developers are using new technology to create artificial
environments close to origin markets. An implication of climate change, however, is that destinations and
products will seek to become both weather independent (through artificial environments) and attractive to
markets that are less weather dependent (conventions; specialty markets—ecotourism, culture/heritage,
education and training).
The paper ‘A Global Perspective on Trends in Nature Based Tourism’ investigates reports that state rapid
growth in nature‐based tourism and recreation add significant weight to the economic case for biodiversity
conservation but seem to contradict widely voiced concerns that people are becoming increasingly isolated
from nature. This apparent paradox has been highlighted by a recent study showing that on a per capita basis,
visits to natural areas in the United States and Japan have declined over the last two decades.
There are growing concerns about an emerging disconnect between people and their natural environments.
Increasing urbanisation and the rise of sedentary, indoor pastimes (such as television, the Internet, and video
games) have been linked to a reduction in informal, outdoor recreation, with potentially serious consequences
for childhood development, mental and physical wellbeing, and environmental knowledge and concern. Many
see this as a major challenge for biodiversity conservation if people no longer experience and know their
natural environments, how can they be expected to care about them?
However the paper finds that while visit rates to natural areas are indeed declining in some wealthy countries,
in roughly three‐quarters of the nations where data was available, visits to Protected Areas were increasing.
Internationally, rates of growth in the number of visits to such areas show a clear negative association with per
capita income, which interestingly is matched by trends in international arrivals as a whole. The results suggest
that, despite worrying local downturns, nature‐related tourism is far from declining everywhere, and may still
have considerable potential to generate funds for conservation and engage people with the environment.
Another paper investigating outdoor recreation and nature tourism from a European perspective and
compared to North America points to the same drivers and trends in nature based tourism as described in the
sections above and resulted in a list of growing outdoor activities, some of which are also applicable to the
TWT region (highlighted):
Fastest growing nature based activities in the future*
Slowest growing nature based activities in the future*
Kayaking
Motor boating
Snowboarding
Primitive camping
Jet skiing
Sailing
View or photograph fish
Visit historic sites
Snow mobiling
Snorkeling/Scuba
Ice fishing
Visit beach/waterside
Sledding
Downhill skiing
Backpacking
Other Fishing
Day Hiking
Caving
Bicycling
Small game hunting
Horseback riding
Picnicking
Canoeing
Swimming
*Not ordered by importance
Cultural and heritage tourism
Cultural tourism has many forms and levels of intensity. Small volumes are motivated by an educational,
academic perspective, while at the other end of the spectrum large volumes of resort or general interest
tourists want a cultural component such as a day trip to a heritage site. Tourists seeking ‘authenticity’ in their
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experiences will provide additional pressure for the preservation of historic (heritage) monuments, ethnic
culture and pristine nature.
With regard to demand for cultural tourism products, our analysis suggests that cultural experiences are a
factor in the travel decision‐making of at least one‐third of international visitors, but fewer than 10% of
domestic visitors. In the international market segment, demand for cultural experiences is generally strongest
amongst women, older visitors (45 years or more) and those originating from North America and Germany.
Tourism New Zealand’s Visitor Satisfaction research suggests that, amongst international visitors, interest is
highest overall in regard to Maori cultural experiences and major art/cultural events. International visitor
participation in arts/cultural/heritage experiences has increased since the original Demand for Cultural
Tourism research was completed in 2003. However, the same cannot be said of domestic visitors, amongst
whom participation rates are unchanged.
Health and wellness tourism
Health and fitness is becoming an increasingly important aspect of people’s lives and as such also an important
aspect of travel. Increasing stress in people’s lives will generate more demand for (comfortable) reclusive and
escapist products in natural and peaceful environments. Health and wellness tourism is destined to become a
huge niche market by 2020. People will combine treatments and travel. Holidays, once purely recreational, are
moving into the realm of physical, mental and even spiritual rejuvenation. There is increased interest in
alternative medicine and activities such as yoga and meditation, fitness and exercise programs, aromatherapy,
weight loss and spa treatments, in the expectation of delivering better balance between humans and nature.
There are substantial opportunities for operators to develop health tourism products and services. These can
include promoting core health themes for body, mind and soul programs for different niche markets; nature
based, indigenous and environment‐friendly products; low frill health tourism; and work with health care
professionals.
Seniors tourism
Declining population growth rates in the industrialised countries have two important implications for tourism:
first, the population of developing countries will comprise a growing proportion of the world total; and,
second, the numbers of older persons in industrialised countries will constitute a higher percentage of the
total population in such countries. The direct consequence of this ageing pattern will be that seniors will be
responsible for a bigger share of all holiday spending. It will also have a notable impact on the type of holidays
taken and destinations chosen.
Many older people want to enjoy the same activities and entertainment that they enjoyed in their youth, and
they have more disposable income to spend on them. Coupled with better health they will demand products
and services that cater to their ageing needs. Interest in sea cruising and nomad travel (car/campervan) will
continue to attract this market. There are opportunities to develop product and services that support this type
of travel. Mature travellers also may well be more interested in cultural and heritage tourism and self
education. There will be a growing emergence of rich‐packers (wealthy urban professionals that return to the
countries they once visited as penniless backpackers).
Local niche markets
Individual countries and regions have particular assets that provide the basis for both established and
emerging special ‘niche’ tourism markets. While the aforementioned markets apply ‘globally’ to tourism, this
doesn’t preclude specific destinations developing new products and services for special interest markets. In
the context of the TWT region local niche markets can apply in regards to hunting, fishing, film tourism,
kayaking, mountain biking and cycling in general.
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