Regional Tourism Report – twt conservancy
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4.4 SWOT of TWT Conservancy Strengths
A core strength of the TWT Conservancy is its diversification of outdoor experiences. This includes experiences that require a range of physical engagement, suit people with varying interests and capabilities, and are available during all seasons. Certain areas are also known for their relaxed urban experiences, particularly the main towns of New Plymouth and Wanganui. Being able to offer anything from more sedate activities to extreme adventure as well as snow sports in winter and mountain biking or tramping in summer is advantageous. As a result, the region can cater to 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.
Some of New Zealand’s key outdoor experiences are offered throughout the region with several of DOC’s iconic and gateway destinations – including two Great Walks – in Tongariro, Wanganui and Taranaki. These are central to the types of activities believed to be available in each area. Tongariro is perceived as offering mainly alpine experiences based around the central North Island volcanic zone and, in particular, the Tongariro Northern Circuit; Wanganui offers experiences based around the river and Wanganui Journey great walk; and Taranaki is seen as offering outdoor experiences centred around Mt Taranaki and its coast line. These key outdoor experiences create a potential platform for the TWT regions to be promoted both individually and collectively to increase awareness of the specific activities and destinations that can be experienced among domestic and international visitors.
The development of cycle trails is also a strength of the TWT. There appears to be rising visitor demand for the cycle trails alongside a commitment from DOC and others to improve the experiences that are currently available. The Mountains to Sea Trail for example is popular, running from Tongariro and through the Wanganui National Park. Having the cycle trails adds to the types of experiences on offer and provides complementary activities to the region’s great walks and ski fields. The cycle trails are particularly appealing to visitors as the duration of the activity is dependent on the user, they can be enjoyed by people of varying skill levels and visitors with different interests can cycle to any number of locations. Cycle trails have helped regions within the TWT become more appealing throughout the year. Tongariro in particular has had a recent increase in summer visitors to balance its winter season. The continued development of existing infrastructure to accommodate summer and winter activities is recommended to promote year round use in TWT regions.
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59 of 90 Weaknesses
The biggest potential restriction on the number of people experiencing the TWT region’s destinations is access (both by virtue of the conservancy’s geographic spread and its proximity to 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. Auckland is a hub for New Zealand’s international visitors with many people from overseas arriving and/or departing from Auckland. Visitors then tend to travel down the country through Rotorua and on to Wellington (or do this in reverse from the south) – meaning they do not enter the majority of Tongariro, Wanganui or Taranaki. Being off the main highway and core domestic flight routes is also likely to restrict domestic visitor numbers.
This issue can be addressed by improving transportation routes and providing compelling reasons for people to visit the TWT region. While improving visitor flows via highways and flight routes may be difficult, more people are likely to visit the conservancy if its destinations are considered “must do” and seen to cater for travel parties with multiple interests. The Tongariro Alpine Crossing is an example of a TWT destination that has become a high profile experience, able to attract both domestic and international visitors. Part of the alpine crossing’s appeal is that it takes walkers across the volcanic plateau and can be completed by most people in one day. Promoting several such experiences spread across the conservancy will increase awareness among New Zealanders and international audiences of what TWT regions have to offer and provide core reasons to visit. Packaging and promoting multiple activities within one area is also likely to attract visitors. Having year round activities suitable for varying weather conditions and to suit differing levels of outdoor experience will make the TWT conservancy more appealing to individual visitors as well as groups such as families and schools.
Opportunities
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. For many people experiencing nature is considered a break from the everyday. They look to switch easily from their everyday life into New Zealand’s natural environment and back again – escaping the normal routine to be immersed in nature for a relatively short period of time. Given the chance, visitors want to be actively involved in nature but perceived access is important. This includes geographic and physical access: i.e. while the location of DOC destinations need to be such that people can get to them, they also need to be physically manageable for visitors with a range of outdoor knowledge and skill levels.
Such a desire for experiences requiring limited commitment in terms of time and resources presents an opportunity to package and promote DOC destinations in a way that appeals to this need. Collaboration with Regional Tourism Organisations (RTOs) and other operators of visitor experiences is likely to be effective in this regard. Visitors to DOC destinations will consider all of the activities and attractions a region has to offer, both natural and otherwise, and RTOs can help promote DOC offerings in the context of this wider product set.
As mentioned above, partnerships with the local tourism industry creates an opportunity to present a variety of experiences to the market – helping to attract and sustain demand. Large players such as Ngai Tahu Tourism (Huka Jet, Rainbow Springs), Ruapehu Alpine Lifts and the Regional Tourism Organisations for example are ideal collaborators for the type of experiences DOC provides and vice versa. Given that each of these parties
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60 of 90 has existing assets, knowledge, distribution channels and a commitment to tourism development in the areas in which they operate, a key opportunity for DOC is to consider ways of collaborating at this stage.
Although New Zealand as a whole is seeing international visitor growth from China, regional experts advise that the majority of the TWT Conservancy has sustained visitor numbers from more traditional visitor markets such as the United Kingdom and North America (which at the national level have been declining). International visitors from the European and American markets are interested in experiencing Maori culture and there is an opportunity to strengthen the cultural aspects of the conservancy’s destinations. There is also continued demand for walks and cycle trails in the TWT from both domestic and international users. Walks and cycle trails meet public demand for outdoor experiences that have the flexibility to accommodate visitors’ varying ability, interests and time constraints. Developing and promoting these experiences should continue to be a priority. People need to understand what each experience has to offer and the way they are marketed is important. Factors such as key points of interest, track facilities, required skill and entry/exit points help visitors decide where they will go and what they will do when there.
Ways to create more explicit linkages across the region to encourage the flow of visitors from the more popular TWT destinations (i.e. Taupō and Tongariro) to the lesser known, or less popular destinations (i.e. Taranaki and Wanganui) should be created and promoted. For example cross TWT cycle trails, river journeys, mountain challenges etc.
There are several threats that DOC will need to manage as it focuses on public engagement with the natural environment. One threat is over use of TWT destinations. While the appeal of many destinations is that they are not crowded, this has the potential to become compromised as they become more popular. One way to pre‐empt perceptions of over use is to ensure there are adequate facilities in place and to encourage visitation across the conservancy by actively promoting multiple Icon and Gateway destinations. Volcanic activity and variable weather further reinforce the need to promote multiple destinations as easily accessible alternatives for when conditions are unfavourable. While volcanic landscapes and an alpine climate are part of what makes the TWT conservancy unique they are also a threat to visitor access – as seen most recently on the Tongariro Alpine Crossing.
Any environmental compromises such as mining or pollution also have the potential to limit the appeal of the conservancy’s destinations. Although this may impact the appeal of TWT regions, part of DOC’s purpose is to protect the environment and it is expected the Department has plans in place to manage such threats. Similarly tourism sector considerations such as a variable New Zealand dollar have a potential influence on visitor numbers. As DOC increasingly sees itself working alongside and within the tourism sector, it will need to maintain its awareness of international and domestic visitor trends.
The specific opportunities and challenges for each TWT resulting from the general trends and local supply situation are outlined in summary for in this section, including a external environment or PEEST analysis, followed by a local level SWOT analysis.
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61 of 90 Taupō
Local Iwi relations, access and land claims. Potential impact of treaty settlements in the region and commercialization of Iwi owned natural assets impacting tourism access either positively or negatively. Change to Local Government Act redefining Council’s role and potential negative impact on public destination investments. Support by national and regional government especially in relation to infrastructure developments and conservation/access. Possible amalgamation of Taupō, Ruapehu and Rotorua RTOs and impact on local level decision making ability. Economic environment ‐ influencers for the area: Visitation numbers remain solid for both domestic and international markets and are tipped to increase for the international markets. Stay lengths are also stable in the domestic market with a slight upward trend in the international market. This is contrary to overall New Zealand visitation trends which show a shortening of stay length in the country. It confirms feedback from the region that the area is not experiencing a downturn but has sustained demand. Overall purchasing power is declining slightly due to general economic factors in overseas and domestic visitor markets (e.g. recession, high prices for goods and services). However the ‘right’ product for the right customer will alleviate a drop in spending. Tourism expenditure in the Taupō area is declining slightly, whilst domestic tourism expenditure remains stable.
Climate change impact on winter season, with the shift already visible, and the development of alternatives underway e.g. cycle trails. Volcanic eruptions could either stimulate or detract depending on impact. Water pollution is a possible threat to fishing in the lakes and rivers. General land overuse and pollution through uncontrolled mass tourism at iconic sites. Free draining volcanic soils enable use of tracks and trails year round constituting an advantage in cross seasonal outdoor activities, which would otherwise be constrained by adverse weather conditions.
The changing nature of the consumer characteristics and needs on a global scale is also evident in New Zealand. Development of appropriate products and services, as well as targeted marketing will become important. Taupō is well placed in meeting the changing preferences of new travelers. The area offers a wide variety of sought after attractions. The trend towards easily accessible and shorter activities based around iconic attractions can be met by the existing supply of ‘DOC product’ and other destinational infrastructure.
Increasing connectivity of the destination with the target markets through internet marketing strategies, accessible‐, relevant booking channels and sales relationships (e.g. wholesalers) will become increasingly important.
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62 of 90 SWOT
Strengths Lake and rivers – water sports and trout fishing. - Lake Taupō and surrounding waterways are an iconic drawcard to the region. Adventure activities – jet boating and rafting etc - Variety on offer, utilizing iconic Lake Taupō and surrounding waterways. Relatively close to major international tourist destination of Rotorua. - Access to the region is an advantage in attracting visitor numbers/different markets. Location on major tourist routes. - A key location along the major North Island tourist flow route. Iconic scenery - Unique and ‘famous’ scenery of Lake Taupō and volcanoes. - Huka Falls. Variety of activities including water activities, land activities (e.g. established cycle trails, walks), complementing urban experiences in Taupō (e.g. shopping, restaurants, hotels).
Reliance on water‐related activities. - Even though this is also classified as a strength, from a destination marketing perspective the Lake is the major drawcard to Taupō. Require draw‐card destinations to attract international visitors. - Especially applicable to new emerging markets such as Chinese visitors.
Manage demand/supply in relation to the points below Short immersion activities, authentic experiences, including cultural experiences. Status as ‘nature playground’ and a variety of activities on offer. Opportunity to capitalize on these USP’s in cooperation with RTO/industry. Sustained demand from traditional markets. Major attractions in close proximity enable a wider spread of demand from icon attractions. High value niche products for new markets e.g. China. Re‐opening of Tongariro Crossing. Interconnection of cycle ways, including accommodation and package options. Threats: Increasing competition to attract visitors. - Potential to draw existing or potential new markets ‘away’ from the region. - Targeted destination and product marketing will increase in importance. Changing international markets – from traditional western markets to Asia. - A potential change for the region in the future raising the need to develop ‘connections’ with these new markets through niche product development and the establishment of industry relationships.
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63 of 90 Tongariro
Local Iwi relations in the Tongariro area. Support by national and regional government especially in relation to infrastructure developments and conservation/access. Possible amalgamation of Taupō, Ruapehu and Rotorua RTOs and impact on local level decision making ability.
Visitation numbers remain stable for both domestic and international markets. Stay lengths are also stable in the domestic and international markets. This is contrary to overall New Zealand visitation trends which show a shortening of stay length in the country and confirms feedback from the region that the area has not experienced a downturn but has sustained demand. Overall purchasing power is declining slightly due to general economic factors in overseas and domestic visitor market (e.g. recession, high prices for goods and services). However the ‘right’ product for the right customer will alleviate a drop in spending. Tourism expenditure in the Ruapehu/Tongariro area is increasing slightly, whilst domestic tourism expenditure shows a declining trend.
Climate change impact on winter season especially applicable to the area due the winter sport industry, shift already visible and the development of alternatives has begun e.g. cycle trails. Volcanic eruptions could either stimulate or detract depending on impact. General land overuse and pollution through uncontrolled mass tourism at iconic sites.
The changing nature of the consumer characteristics and needs on a global scale is also evident in New Zealand. Development of appropriate products and services, as well as targeted marketing will become important. Like Taupō, Tongariro is well placed in meeting the changing preferences of new travelers. However the immediate area does not offer a wide variety of sought after, active outdoor‐unrelated or complementary attractions, such as urban experiences (as available in Taupō) or weather independent activities. The Tongariro/Ruapehu area is however strong in niche product such as iconic walks, winter sport and other outdoor activities such as cycling. The trend towards easily accessible and shorter duration activities based around iconic attractions can be met by the existing supply of ‘DOC product’ and other destinational infrastructure with a niche focus. The relatively close vicinity to Taupō’s attraction also enables leveraging supply and demand to some degree.
Increasing connectivity of the destination with the target markets through internet marketing strategies, accessible‐, relevant booking channels and sales relationships (e.g. wholesalers) will become increasingly important. This applies to all regions equally.
SWOT
Strengths Alpine area – particularly the Tongariro Crossing. Skiing and winter sports.
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64 of 90 World Heritage Status means ‘must do’, iconic drawcards. Weaknesses Reliance on Tongariro Crossing – influenced by weather and volcanic activity. Focus on winter activities. - In light of global warming and sometimes adverse weather conditions, there are relatively few alternatives to winter sport in this season. At the same time, there are fewer drawcards, especially for domestic visitors during the summer season.
Develop destinations so that they are appealing to visitors throughout the year, such as skiing and mountain biking. Short immersion, single‐day activities to address the needs/wants of new travellers. Develop other draw card destinations to spread demands on the Tongariro Crossing and provide an unfavorable weather alternative.
Management of increased demand on the Tongariro Crossing. - Important to maintain and ‘refresh’ this product. Reliance on snow – require alternative activities for poor snow fall or unfavorable weather conditions.
Taranaki
Aspects of access and governance of Mt.Taranaki. Outcomes of industry lobby groups for more tourism access/opportunities on the mountain. Support by national and regional government especially in relation to infrastructure developments and conservation/access. Yüklə 1,6 Mb. Dostları ilə paylaş:
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