Economic environment ‐ influencers for the area:
Visitation numbers remain stable for both domestic and international markets. Taranaki is the third most
popular tourist region in the TWT Conservancy.
Stay lengths are also stable in both 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 confirm 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 Taranaki area is in fact increasing
from both domestic and international visitors.
Expanded air linkages to New Plymouth Airport will provide increased tourism flows to the area.
Environmental influencers for the area:
Natural forces such as climate change have probably less of an impact on the area.
General management of pollution of waterways and the environment is applicable as to all regions.
The most influential factor for Taranaki is the increasing expansion of the oil and gas industries and the
possible risks to the environment. This is especially applicable to the coastal areas.
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Social change ‐ influencers for the area:
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.
Taranaki’s main attraction is Mt Taranaki. Even though the mountain and surrounds do offer accessibility
from New Plymouth and the Taranaki region in general, the region is off the major tourism routes, which
will inhibit easy access for the new time‐strapped traveler. Shorter activities are also present but due to a
distinct lack of a variety of iconic ‘must do’ attractions, an emphasis of the area is to develop more options
to increase demand. Developments to diversify recreational and tourist attractions is underway with a
variety of different attractions in the pipeline as outlined in section 3.2.1. These include new cycle and
walk ways on the coast and Mt Taranaki, golf cart trail line through East Taranaki, gondola development in
the Egmont National Park and a historic heritage trail. All attractions have the potential to cater to the
demand for accessible, active and ‘immersive’ experiences.
Technological developments – influencers for DOC
Increasing connectivity of the destination with the target markets through internet marketing strategies,
relevant booking channels and sales relationships (e.g. wholesalers) will become increasingly important.
This applies to all regions equally. Since Taranaki has fewer of the recognized iconic must do attractions
than Taupō and Tongariro, efforts in the internet marketing space may improve the image and especially
knowledge of the area.
SWOT
Strengths
Mt Taranaki and the surrounding alpine area.
- Status as THE major iconic ‘must do’ attraction in the region.
- Mt Taranaki is the drawcard to the region, especially for international visitors.
Coastal – Alpine dynamic/variety.
- Unique aspect of Taranaki to be able to experience both geographic features in close proximity.
Weaknesses
Isolation from other TWT regions and main New Zealand tourist routes in general.
- Access is the main weakness.
Opportunities
Growing air traffic into New Plymouth bringing increased visitor numbers.
Develop more iconic experiences on Mt Taranaki (similar to the Tongariro Crossing visitor offering).
Connecting cultural heritage of Mt Taranaki with the central plateau/volcanoes and Wanganui river
(‘sacred pathways’).
Threats
Environmental risks from oil and gas mining.
Further isolation from tourist routes in light of shorter trips and iconic attractions in close proximity
available in the Tongariro/Taupō areas.
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Wanganui
Political environment ‐ influencers for the area:
No specific political influences could be identified in the scope of this review.
Support by national and regional government especially in relation to infrastructure developments and
conservation/access is repeated here since this is a factor that influences all regions.
Economic environment ‐ influencers for the area:
Visitation numbers remain stable for both domestic and international markets. Wanganui is the least
popular tourist region in the TWT Conservancy. Compared to the other TWT areas, Wanganui has a strong
reliance on domestic visitation.
Stay lengths are also stable in both the domestic and international markets. This is contrary to overall New
Zealand visitation trends which show a shortening of stay length in the country.
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. International tourism expenditure in the Wanganui area is
declining, whilst domestic tourism spend shows a slight upward trend.
Expanded air linkages to New Plymouth Airport will provide increased tourism flows to Taranaki with the
potential to increase visitor numbers to Wanganui as well.
Environmental influencers for the area:
Natural forces such as climate change have probably less of an impact on the area.
General management of pollution of the Wanganui River is of particular importance here given the iconic
status of this attraction.
Social change ‐ influencers for the area:
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.
Wanganui’s main attraction is the river (i.e. Wanganui Journey, Raukawa Falls) and increasingly the
Mountains to Sea Cycle Trail. Like Taranaki, the region is off the major tourism routes, which will inhibit
easy access for the new time‐strapped traveler. Increasing the region’s attractiveness to potential
international visitors based on the unique assets of the area (i.e. the river and cycle trail) can strengthen
demand for the area. Developments on these two main attractions are being considered with added
accommodation options, cycling options and other tourism services.
Technological developments – influencers for the area:
Increasing connectivity of the destination with the target markets through internet marketing strategies,
relevant booking channels and sales relationships (e.g. wholesalers) will become increasingly important.
This applies to all regions equally. Since Wanganui has fewer of the recognized iconic must do attractions
such as Taupō and Tongariro, efforts in the internet marketing space can improve the image and especially
knowledge of the area.
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SWOT
Strengths
The Wanganui River and river related activities, including cycle trails.
- The single most iconic regional tourism drawcard.
Weaknesses
Reliance on the Wanganui Journey.
- The area does not offer a perceived variety of attractions/alternatives.
Not a particularly popular international tourist destination.
Opportunities
Develop and promote specific activities along the Wanganui River for visitors to experience.
Encourage repeat visitation by developing multiple destinations.
Tying in with coastal experiences in Taranaki (for example coastal cycling)
Threats
Although not likely, any restriction to river access is a possible threat.
As for Taranaki, further isolation from tourist routes in light of shorter trips and iconic attractions in close
proximity available in the Tongariro/Taupō areas.
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5.0 Appendices
Appendix 1
TWT Regional Tourism Report
Stakeholder Interview Guide
1. Introduction
Explain background and purpose (i.e. commissioned by DOC to prepare a report on regional tourism
and outdoor recreation opportunities in the TWT area)
Explain reason for selection of stakeholder (i.e. well‐positioned to comment on recent developments
and opportunities in the Taupō area)
2. Status Quo / Prospects
How would you describe the TWT region (and sub‐regions) as destinations for tourism and outdoor
recreation at present? How has this changed over time?
In what respects is the region/sub‐regions strong? And weak? For what reasons?
What do you see as the major trends affecting the TWT region (and sub‐regions) from a tourism and
leisure perspective? How do you expect these trends to ‘play out’ over the next few years (e.g.
changing market composition, changing consumer preferences, changing consumer behaviour mean
xyz for the region)?
To what extent do you think these trends will affect TWT specifically (vs. all regions)?
To what extent do you think these trends will affect sub‐regions within TWT differently (if at all)?
What do you see as the key tourism and leisure opportunities for the region? What action do you
think will be required to make the most of these opportunities? By whom?
What do you see as the main threats faced by the region (from a tourism and leisure perspective)?
What action do you think will be required to avert these threats? By whom?
3. Priorities
What sites/locations/products within the TWT region do you think are best positioned to meet the
needs of international visitors now and into the future? And domestic visitors? And the leisure needs
of local residents?
If increasing participation in nature‐based tourism and outdoor recreation is the objective, what
would you see as the priorities for investment by DOC and other parties? E.g. Investment in specific
sites? Investment in specific types of activities or types of development? Specific forms of investment
or intervention (e.g. partnerships)?
4. Supply‐Side Developments
What developments are you aware of that might affect the region’s tourism and leisure prospects –
positively or negatively ‐ over the next few years? E.g. any plans by central government/ local
government/private sector; any plans relating to infrastructure, activities/attractions etc.?
Who are the key players in regard to each?
How do you expect these to affect the region/sub‐regions?
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Appendix 2
Taupō area:
Destination Name
Destination type
Estimated Visitor
numbers
Huka Falls
Icon
605,000
Tongariro Alpine Crossing
Icon
82,500
Tongariro National Trout Centre
Icon
58,000
Mid Tongariro River Walks
Icon
45,000
Destination Name
Destination type
Estimated Visitor
numbers
Upper Waikato River Tracks
Gateway
70,000
Lake Rotopounamu
Gateway
30000
Tongariro Northern Circuit
Gateway
6500
Destination Name
Destination type
Estimated Visitor
numbers
Tongariro River TR access track
Backcountry
12,000
Clements Mill Road
Backcountry
10,300
Tongariro River TL rds/tks
Backcountry
8,000
RTM‐Ohinepango Spg 2 Waihohonu
Backcountry
5,500
Waiotaka River access track
Backcountry
5,000
Tauranga Taupō River access track
Backcountry
5,000
Poutu Intake Rd & Waikoko Campsite
Backcountry
3,500
Te Iringa Track
Backcountry
3,400
Urchin Road
Backcountry
2,500
RTM‐Ohinepango‐Wahianoa River
Backcountry
2,500
Te Iringa ‐ Oamaru Hut Track
Backcountry
2,500
Boyd Hut ‐Oamaru Hut Tk ‐via Ngaruroro R
Backcountry
2,200
Ngapuketurua Tk‐Kiko Loop‐Cascade Hut
Backcountry
2,000
Hinemaiaia Tk‐Cascade Hut‐Clements Rd
Backcountry
2,000
Te Hapua Easement Track
Backcountry
2,000
Umukarikari Track and Road
Backcountry
1,500
Urchin Tk‐Urchin Crpk‐Urchin Trig
Backcountry
1,500
Cascade‐Boyd via Te Waiotupuritia Stm Tk
Backcountry
1,200
Glen Track (Access to Waihaha Bay)
Backcountry
800
Poronui Access Route (DoC part only)
Backcountry
500
Waipakihi River to Mt Urchin Track
Backcountry
500
Boyd‐Cascade via Maungaorangi high point
Backcountry
500
Ngapuketurua to Waipakihi Hut Track
Backcountry
500
POH to Desert Road Track
Backcountry
500
S Acces Corridor‐Desert Rd‐Otamateanui R
Backcountry
400
Kaipo Valley to Cascade Stream Track
Backcountry
300
Thunderbolt Route
Backcountry
200
Whangaehu Hut (NZAC)
Backcountry
100
Hihitahi Forest Track (to Zekes Hut)
Backcountry
100
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Destination Name
Destination type
Estimated Visitor
numbers
Tokaanu Hot Pools and Car Park
Local Treasure
135,000
Tokaanu Thermal Walk
Local Treasure
65,000
Aratiatia Rapids Viewpoints Walk
Local Treasure
40,000
Aratiatia Road
Local Treasure
35,000
Blue Pool Toilet
Local Treasure
30,000
Whakaipo Bay Amenity Area
Local Treasure
22,000
Hinemaiaia River roads/access tks
Local Treasure
18,000
W2K Track
Local Treasure
17,000
Awaroa Picnic Area and Walk
Local Treasure
16,000
5 Mile Bay Picnic Area & Lions Walk
Local Treasure
15,500
Huka to Aratiatia walkway/picnic area
Local Treasure
15,000
Kawakawa Bay Walk and Picnic Area
Local Treasure
15,000
Waitahanui River access tracks
Local Treasure
13,500
Kaimanawa Road (section 1)
Local Treasure
12,800
Maunganamu Road
Local Treasure
10,000
Omori Stream ‐ Omori Boatramp Walk
Local Treasure
10,000
Whangamata Stream tracks
Local Treasure
10,000
Pukawa ‐ Omori Walk
Local Treasure
10,000
Hatepe Picnic Area
Local Treasure
10,000
Omori Stream Car Park
Local Treasure
10,000
Waikari Reserve Loop Track
Local Treasure
10,000
Oruatua Picnic Area
Local Treasure
10,000
Kaimanawa Road (sections 2, 3, and 4)
Local Treasure
9,200
Waituhi Viewpoint
Local Treasure
8,000
Waimarino River road/access tk
Local Treasure
8,000
Opepe Historic Graves Walk
Local Treasure
8,000
Pukawa Loop & Upper Walk
Local Treasure
8,000
Tukino Road ‐ SH1 to Skifield
Local Treasure
7,500
Crescent Reserve Access Rd‐Tongariro R
Local Treasure
7,000
Rangitira Point ‐Whakamoenga Point Walks
Local Treasure
6,500
Opepe Redoubt Historic Site & South Walk
Local Treasure
6,000
Te Porere Walks
Local Treasure
6,000
Tokaanu Wharf
Local Treasure
6,000
Mission Bay Amenity Area
Local Treasure
5,000
Oruatua Walk
Local Treasure
5,000
Kiko Road & Track
Local Treasure
5,000
Te Aho Picnic Area
Local Treasure
4,000
Kapua Road Picnic Area
Local Treasure
4,000
Maunganumu Walk
Local Treasure
4,000
Te Iringa Campsite/Carpark
Local Treasure
4,000
Waipehi Walk
Local Treasure
4,000
Opepe North Walk
Local Treasure
3,000
Waihi Picnic Area
Local Treasure
3,000
Tree Trunk Gorge Track
Local Treasure
3,000
Rangitaiki Road
Local Treasure
2,500
Whareroa Lakeside Walk
Local Treasure
2,000
Motuoapa Lookout Walk
Local Treasure
2,000
Waihaha Picnic Area and Car Park
Local Treasure
2,000
Tauranga Taupō River Walk
Local Treasure
2,000
Parikarangaranga Picnic Area
Local Treasure
2,000
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Urchin Campsite
Local Treasure
1,800
Kaimanawa Road Forest Loop Walk
Local Treasure
1,000
Waipakihi Road
Local Treasure
1,000
Urchin Campsite‐Pillars of Hercules Walk
Local Treasure
1,000
Clements Clearing Campsite
Local Treasure
650
Waituhi Road
Local Treasure
500
Rangipo Intake Road
Local Treasure
400
Army Road Campsite
Local Treasure
300
Clements Roadend campsite/carpark
Local Treasure
300
Kaimanawa Road Campsite
Local Treasure
300
Kakapo Campsite
Local Treasure
200
Pirua Campsite
Local Treasure
200
Paengaroa SR Track
Local Treasure
150
Misc. signs ‐ Turangi/ Taupō Area
Local Treasure
0
Tongariro
Destination Name
Destination type
Estimated Visitor numbers
Tongariro Alpine Crossing
Icon
82,500
Old Coach Road
Icon
10,500
Destination Name
Destination type
Estimated Visitor numbers
Whakapapa Village walks
Gateway
40,000
Tongariro Northern Circuit
Gateway
2,500
Destination Name
Destination type
Estimated Visitor numbers
Dome volcanic eruptn/Lahar warning shltr
Backcountry
14,000
RTM tk‐Ohakune Mtn Rd ‐Lake Surprise
Backcountry
6,000
Dominion Road‐ (Tongariro Forest Access)
Backcountry
6,000
Kapoors Rd ‐Tongariro Forest/42 Traverse
Backcountry
5,000
42 Traverse‐Slab Rd crpk‐Dominion Rd cpk
Backcountry
5,000
RTM Tk‐Waitonga Falls to Mangaehuehu
Hut
Backcountry
4,000
Whakapapaiti Valley Track
Backcountry
3,000
RTM tk‐Bruce Rd‐Whakapapaiti Vally tk jn
Backcountry
3,000
Blyth Hut track
Backcountry
3,000
Erua Forest Mtb tks‐Access via Middle Rd
Backcountry
2,000
RTM tk‐Whakapapaiti Vally tk jn‐L Surprise
Backcountry
2,000
Top and Clymo Tracks
Backcountry
2,000
RTM Tk‐Mangaehuehu Hut to Wahianoa
River
Backcountry
2,000
Kapoors‐Frost Flat ‐ 42 Traverse/Slab Rd
Backcountry
1,000
Old Blyth Track
Backcountry
1,000
Mangahuia Track
Backcountry
1,000
Waione/Cokers‐(to Mangatepopo Stream)
Backcountry
750
Horopito Track
Backcountry
600
South Pylon Access Track
Backcountry
500
Pokaka Mill ‐Slab Rd (to 42 Traverse) tk
Backcountry
500
N Pylon Access Tk/Erua Pylon Mtb Routes
Backcountry
500
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