Regional Tourism Report – twt conservancy
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- Regional Tourism Report – TWT Conservancy
- Angus Associates Limited July 2013
- Table of Contents 1.0
- 1.0 Introduction
- Local Residents / Leisure
- Demand Supply
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P 04 499 2212 F 04 499 2216 angusassociates.co.nz Level 21, Plimmer Towers 2-6 Gilmer Tce, PO BOX 25325 Wellington 6146 New Zealand
Conservancy
Prepared for: Department of Conservation
Angus & Associates Limited July 2013
16 July 2013
2 of 90 Table of Contents 1.0
1.1
Background ........................................................................................................................................... 3
1.2
Objectives .............................................................................................................................................. 3
1.3
Methodology ......................................................................................................................................... 4
Analysis Framework ................................................................................................................................................ 4 2.0
3.1
Demand‐Side Trends ........................................................................................................................... 10
3.1.1
Global tourism trends ..................................................................................................................... 10
3.1.2
International Visitor Trends ............................................................................................................ 12
3.1.3
Domestic Market Trends ................................................................................................................ 25
3.1.4
Relevant niche tourism trends ,,, .................................................................................................... 34
3.1.5
Trends in New Zealanders’ use of the outdoors ,,, ......................................................................... 37
3.1.6
Domestic Tourism Market Segmentation ...................................................................................... 39
3.2
Supply‐side Situation and Trends ........................................................................................................ 45
Present ............................................................................................................................................ 45 3.2.1
Existing DOC infrastructure and usage ........................................................................................... 48
4.1
Effect of global visitor trends on TWT Conservancy: ...................................................................... 52
4.2
International and Domestic visitation trends and impact on TWT Conservancy: .......................... 53
4.3
New tourism and marketing approaches ....................................................................................... 57
4.4
SWOT of TWT Conservancy ............................................................................................................ 58
4.5
TWT Conservancy regional implications ......................................................................................... 60
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3 of 90 1.0 Introduction
1.1 Background
The Tongariro Wanganui Taranaki (TWT) conservancy is embarking on the development of a series of strategic plans for Taranaki Maunga, Tongariro National Park, Wanganui National Park and Taupō Moana. These plans will be developed in a collaborative fashion with key partners (Iwi) and stakeholders (Regional Tourism Organisations, local councils, concessionaires and other communities of interest). As the Department of Conservation (the Department) is the current land manager in these areas (with the exception of Taupō which has more fragmented conservation lands), the Department is taking a lead role in facilitating the development of the strategic plans.
The intent of the planning process is to develop a long‐term strategy for the management of each area. To work, this strategy will need to have the support of, and be relevant to, the wider parties identified above. It is anticipated that each strategy will not simply focus on conservation outcomes on public land but identify actions for the wider environment and local communities.
The strategic plans will need to look at how the management of each area can stay responsive to current and future demands by visitors, the needs of local communities and also future treaty settlements. It has been identified that the planning process will need to consider environmental, cultural, social and economic outcomes if it is to have the appropriate context and long‐term resilience. The conservation estate sits within a wider landscape of communities and external influences (such as visitors) and any planning exercise such as this needs to be cognisant of these influences as they are now and what they could look like in the future.
An important component of the strategic planning processes will be Destination Management Plans (DMP’s). DMP’s seek to better understand, identify and define the long‐term visitor experience for a ‘place’ and how that will be achieved (e.g. a strategy for the provision of visitor infrastructure and development opportunities within and around the conservation estate).
The destination management aspect of the wider planning process is important as, if done well, it will foster a viable visitor strategy which will, in turn, open up new opportunities in the local and regional economy ‐ for investment, job creation and potential streams of income to manage and maintain cultural and natural heritage values at place.
1.2 Objectives
Angus & Associates has developed this Regional Trends and Opportunities Report to assist those charged with developing the individual DMP’s for the TWT Conservancy. The objective of this report is to provide the Department and other stakeholders with a better understanding of the global, national and regional (TWT Conservancy scale) context within which each of the subsequent DMP’s will be developed.
This report considers relevant global, national and regional trends in nature‐based tourism, leisure preferences, cultural tourism and outdoor recreation, as well as linkages and opportunities between the individual destinations within the Conservancy.
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4 of 90 The purpose of this review is reflected in two overarching outcomes:
1. To identify the global, national and regional (TWT Conservancy scale) context and trends for leisure preferences, tourism (including cultural tourism) and outdoor recreation; and 2. To identify leisure preferences, tourism (including cultural tourism) and outdoor recreation opportunities for the Taranaki Maunga, Tongariro National Park, Wanganui National Park and Taupō Moana.
Analysis focuses on the following objectives, to the extent that this is possible given available secondary resources and further input gathered via a limited round of consultation with TWT stakeholders.
Global, national and regional (TWT Conservancy scale) analysis of the trends and opportunities occurring in relation to leisure preferences, tourism (including cultural tourism) and outdoor recreation. Analysis of current tourism and recreation patterns in the TWT Conservancy (including the DMP areas). Analysis of the key drivers of these patterns and use of future growth scenarios to illustrate the match between demand and supply of opportunities and investments (now and in the future). Clarification of the links between Tongariro, Taranaki, Taupō and Wanganui areas in terms of recreation and tourism opportunities, investment and destination management. An overview of key issues/challenges for the future (high level only to flag key issues and opportunities to be explored further with the DMPs). Use of selected case studies within New Zealand and elsewhere to illustrate key points of discussion or specific opportunities.
DOC required a secondary research methodology as the primary approach to this project, including collaboration with key Department staff. Our approach has therefore included secondary ‘desk research’ ‐ reviewing existing datasets and literature as relevant ‐ as well as a selection of in‐depth interviews with specialists identified as having specific knowledge of the TWT region and/or other relevant experience.
This report takes a destination view on the TWT conservancy, considering tourism/recreation demand, as well as supply‐side trends, issues and opportunities. A high level strategy analysis, including the identification of relevant political, economic, social and technological influences, as well as a strengths/weaknesses and opportunities/threats (SWOT) analysis of the region, were undertaken as key components of this review.
Information for this report was compiled in two ways: through existing research and datasets provided by the Department and, in addition, secondary research identified by Angus & Associates as useful input to the analysis. Analysis Framework
In order to identify relevant data sets and other information available from a multitude of sources, we began by classifying available research within a two‐dimensional matrix, distinguishing sources of demand‐related and supply‐related information from Visitor/Tourism and Local Resident/Leisure perspectives. The matrix, including the relevant information sources identified, is shown in the diagram overleaf.
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In addition, telephone interviews were conducted with five relevant regional and/or tourism sector experts:
Warren Furner, Ruapehu District Council (for the Ruapehu/Tongariro perspective) Paul Stancliffe White, Venture Taranaki (for the Taranaki perspective) Vanessa Freeman and Donna Jarden, Great Lake Taupō (for the Taupō perspective) Tim Cossar, Te Puia (for the Rotorua and cultural perspectives, as well as general tourism trends) John Barren, Kapiti Island Nature Tours (for the eco‐tourism and Maori culture and heritage perspectives)
The interview guide used to structure discussions with these experts is included in this report as Appendix 1. Following collation, a review and analysis of data was completed to form a view on the broad (global level) trends and how these filtered through to influences apparent at the national and local (conservancy) levels. From here were considered past, present and future trends and implications for the TWT regions, as illustrated overleaf.
Taupō fisheries economic analysis Local government infrastructure DOC Destination Management Framework (2011) DOC Statement of Intent 2012‐2017 SPARC – Active New Zealand Survey National Survey of New Zealanders (data tables) Taupō trout fishing survey Taupō fisheries economic analysis DOC website statistics Project Tongariro Pocket Ranger Statistics Demand Supply DOC TWT Tourism and Recreation Trends report International Visitor Survey (IVS) MBIE Tourism Forecasts Visitor Experience Monitor Domestic Travel Survey Roy Morgan research Angus & Associates’ Visitor Insights Programme Domestic Tourism Market Segmentation Regional Tourism Indicators (RTIs) Demand for Cultural Tourism research Visitor Centre Statistics DOC Site usage statistics Commercial Accommodation Monitor Priorities for TWT – icons and gateways Email correspondence regarding planned developments for Taupō
and Tongariro Visitors / Tourism
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Several strategic models were then applied to reach a detailed view on the opportunities, as well as challenges, for the TWT conservancy as suggested by the data and also drawing on our own extensive experience in the tourism sector. These included: ‐
To form a view on the destination macro‐environment, we completed a PEEST analysis, which takes into account the Political, Economic, Environmental, Social and Technological forces driving global, national and regional tourism and recreation demand.
To identify and analyse specific opportunities and challenges arising from these drivers of change for the TWT conservancy, we completed a detailed Strengths/Weaknesses – Opportunities/Threats (SWOT) analysis which resulted in an outline of key factors to be considered in the DMP’s.
Global National TWT Past Present Future
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7 of 90 2.0 Executive Summary
The Tongariro Wanganui Taranaki (TWT) conservancy is embarking on the development of a series of strategic planning exercises for Taranaki Maunga, Tongariro National Park, Wanganui National Park and Taupō Moana. The intent of the planning process is to develop a long term strategy for the management of these areas. An important component to these processes will be Destination Management Plans (DMP’s).
To assist in developing these individual DMP’s, Angus & Associates has prepared this Regional Trends and Opportunities Report. The objective of this report is to provide the Department and other stakeholders with a better understanding of the global, national and regional (TWT Conservancy scale) context for which each of the subsequent DMP’s will be developed. The report considers relevant global, national and regional trends in nature‐based tourism, leisure preferences, cultural tourism and outdoor recreation, as well as linkages and opportunities between the individual destinations within the conservancy relating to the following objectives:
Global, national and regional analysis of the trends and opportunities occurring in relation to leisure preferences, tourism (including cultural tourism) and outdoor recreation: ‐ The coming years to 2020 should see major shifts in the leisure and tourism environment, reflecting changing consumer values, political forces, environmental changes and the explosive growth of information technology. ‐ Domestic and international visitors generally have less time and outdoor experience. They want to engage physically with the outdoors but in a way that is easily accessible in terms of location and commitment. ‐ International visitors are interested in cultural experiences that add authenticity to their outdoor engagement in New Zealand. ‐ The changing mix of visitor markets, as well as ageing of populations, has implications for the type of tourism products and experiences that will be demanded by visitors. ‐ For New Zealand (and the TWT region in particular) a lack of snow cover threatens the viability of the winter ski industry and rising temperatures and UV radiation could decrease visitors’ willingness to spend time in the sun.
Analysis of current tourism and recreation patterns in the TWT Conservancy: ‐ Viewed on a national level, the number of overseas tourists visiting New Zealand is growing but visitors are spending less and taking shorter trips. ‐ While China is a growth visitor market for New Zealand as a whole, the TWT Conservancy has generally retained visitors from the traditional western markets from America and Europe. ‐ There is a definite demand for the kind of outdoor, nature‐ and heritage‐related activities and experiences on offer in the region. ‐ At present and for the next five years, the region is better placed to improve and establish its offer to cater to the changing preferences of the ‘bulk’ traditional western markets, whilst capturing the slowly emerging Free & Independent Traveller (FIT) Asian markets with specialized high end experiences.
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8 of 90 ‐ Over the last decade, 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 by almost 20%.
‐ However, domestic visitation of the TWT regions is relatively stable overall. This was also reconfirmed by the regional tourism experts interviewed for this report. ‐ Due to the variety of DOC products and experiences available in the TWT regions, there is essentially something on offer for everyone. However a focus should be placed on those domestic market segments most interested in the experiences offered by DOC (e.g. nature‐based experiences, cultural and heritage attractions). Key segments in this regard will be …
‐ Analysis of the key drivers of tourism and recreation patterns and use of future growth scenarios to illustrate the match between demand and supply. Domestic and international visitors with less time and outdoor experience seeking short, easily accessible soft adventure activities. Visitors seek “instant immersion”, escaping from the everyday through nature‐based experiences.
‐
experiences easy to find, access, choose and purchase (through appropriate partnerships, packaging and marketing) should be a priority.
Clarification of the links between Tongariro, Taranaki, Taupō and Wanganui areas in terms of recreation and tourism opportunities, investment and destination management: ‐ Each area has its own identity in terms of how it is seen by visitors and the experiences available. Tongariro is broadly associated with summer and winter alpine experiences based around the central North Island volcanic zone and in particular the Tongariro Northern Circuit; Wanganui is known for its river‐based experiences, including the Wanganui Journey great walk; and Taranaki is seen as offering a mix of experiences centered around Mt Taranaki and its coast line. ‐ Wanganui’s competitive advantage rests on the River and surrounds. Taranaki has the most difficult access from the main tourist routes and central plateau and has the opportunity to develop iconic draw cards building on Mt.Taranaki and the Mountain/Coast dynamic. ‐ While some activities cross the regions (i.e. the Mountains to Sea Cycle Trail), in general the TWT Conservancy is not seen to be linked. This presents an opportunity for parties (i.e. DOC regions, RTOs, local iwi) to work together in the development and promotion of the wider conservancy – creating a platform for regions to be promoted both individually and collectively.
An overview of key opportunities and challenges for the future: ‐ High level priorities for DOC should be to increase demand for experiences in Taranaki/Wanganui through development of ‘must do’ icons, partnerships, marketing and accessibility and to manage demand for experiences in Ruapehu/Taupō through development of ancillary attractions, partnerships and appropriate marketing support. ‐ A core strength of the TWT Conservancy is its diversification of outdoor experiences. This includes experiences that require a range of physical engagement, that suit people with varying interests and levels of fitness/capability, and are available during all seasons. As a result the region can cater to
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9 of 90 visitors of all skill levels, provides a number of alternatives to activities that are weather dependent and is able to accommodate the interests of entire travel groups. ‐ There are a number of trends creating opportunities to strengthen visitor engagement within the TWT conservancy. One such trend is that people are increasingly interested in short, easily accessible soft adventure activities, which are already available in the region (e.g. short walks or day hikes amongst other nature based/adventure activities)There are opportunities to market those activities on these characteristics (i.e. short duration, access and soft adventure) or to create new products that match these characteristics. ‐ The biggest potential restriction on the number of people experiencing the TWT region’s destinations is access. This is by virtue of the conservancy’s geographic spread and central transportation routes. Not only does the TWT conservancy cover a relatively large area but the majority of its destinations are off the North Island’s main highway between Auckland and Wellington. ‐ There is potential for overuse as destinations become popular. While the appeal of many destinations is that they are not crowded, this has the potential to become compromised as they become more popular. Multiple destinations across the TWT Conservancy should be promoted to help spread visitor numbers and to protect the quality of each visitor’s experience.
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