|
Year End
Ye
ar e
nde
d Ju
n 9
8
Ye
ar e
nde
d M
ar
99
Yea
r en
ded
De
c 99
Ye
ar en
de
d S
ep
00
Yea
r en
ded
Ju
n 0
1
Yea
r en
ded
M
ar
02
Ye
ar en
de
d De
c 02
Ye
ar e
nde
d Se
p 03
Ye
ar en
ded
Ju
n 0
4
Ye
ar en
de
d M
ar
05
Ye
ar en
de
d D
ec
05
Yea
r en
ded
Se
p 0
6
Ye
ar en
de
d Ju
n 07
Ye
ar en
de
d M
ar
08
Ye
ar en
de
d D
ec 0
8
Ye
ar en
ded
Se
p 09
Ye
ar e
nde
d Ju
n 1
0
Yea
r en
ded
M
ar
11
Ye
ar en
de
d De
c 11
Ye
ar en
de
d S
ep
12
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.
International Guest Nights to YE March 2013 (Source: Commercial Accommodation Monitor)
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
Table 2: Change in average monthly visitor spend from key markets by RTO between 2008 & 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
+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
3.1.3.1 National Perspective
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.
Number of Trips
25
,
26
,
27
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
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
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.
Domestic Holiday Trips to YE December 2012 (Source: Domestic Travel Survey)
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.
Percentage of New Zealanders taking Holiday Trips in New Zealand 2005 – 2011 (Source: Roy Morgan Single
Source Database)
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.
Domestic guest nights 2008 – 2012 (Source: Commercial Accommodation Monitor)
28
Ministry of Business, Innovation and Employment. Commercial Accommodation Monitor Data.
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.
Domestic tourism spending 2008 – 2013 (Source: Regional Tourism Indicators)
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