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Fanthams Peak Track
Backcountry
4,000
Mangorei Track
Backcountry
3,627
Hasties Hill Track
Backcountry
2,376
Kaiauai Track
Backcountry
2,171
Holly Hut Track
Backcountry
2,000
Waingongoro Track
Backcountry
2,000
Bells Falls Track
Backcountry
2,000
Pouakai Track
Backcountry
2,000
Curtis Falls Track
Backcountry
2,000
Maketawa Track
Backcountry
2,000
AMC‐ Humphries Castle Route
Backcountry
1,500
Kahui Track
Backcountry
1,500
Rerekapa Track
Backcountry
1,500
Brames Falls Track
Backcountry
1,500
Moki Track
Backcountry
1,500
Enchanted Track
Backcountry
1,447
Lower Lake Dive Track
Backcountry
1,047
Ahukawakawa Track
Backcountry
1,000
Kaiauai Carpark
Backcountry
1,000
Mt Messenger ‐ Whitecliffs Track
Backcountry
1,000
Auroa Track
Backcountry
1,000
Fanthams Peak Route
Backcountry
1,000
Upper Lake Dive Track
Backcountry
1,000
Waitaanga South Track
Backcountry
1,000
Sefton Ridge Track
Backcountry
942
Ihaia Track
Backcountry
931
Stony River Route
Backcountry
800
Kapoaiaia Track
Backcountry
800
Mt Damper Track
Backcountry
750
Oaonui Track
Backcountry
713
Puniho Track
Backcountry
500
Taungatara Track
Backcountry
500
Mt Messenger to Kiwi Rd Track
Backcountry
500
Boars Head Mine Track
Backcountry
500
Maude Track
Backcountry
500
Davies Track
Backcountry
500
Tatu Track
Backcountry
500
Ngatoro Track
Backcountry
500
Kokowai Track
Backcountry
500
Awahou Track
Backcountry
300
Mangaoraka ‐ Waiwhaikaiho Link Track
Backcountry
200
Dover Route
Backcountry
200
Waiwhakaiho tk
Backcountry
200
Waipapa Stream Hut
Backcountry
50
Kaupokonui Hut
Backcountry
50
Laurence's Hut
Backcountry
10
West's Hut
Backcountry
10
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Destination Name
Destination type
Estimated Visitor numbers
East Egmont Amenity Area/Kamahi Loop Tk
Local Treasure
80,000
Lucy's Gully Roadend
Local Treasure
22,075
Connett Loop Track
Local Treasure
20,200
Mangaoraka Picnic Area
Local Treasure
10,000
Meeting of the Waters SR
Local Treasure
10,000
Everett Park Scenic Reserve
Local Treasure
10,000
Waitoetoe Beach Picnic Area
Local Treasure
5,000
Stony River (Hangatahua) Walkway
Local Treasure
4,581
Ridge Loop Track
Local Treasure
4,240
AMC‐Enchantd Tk jn‐Wilkies Pools Loop Tk
Local Treasure
3,500
Whitecliffs Walkway
Local Treasure
3,000
Sandy Bay/Oaonui
Local Treasure
3,000
Te Koru Pa HR
Local Treasure
3,000
Te Karaka
Local Treasure
3,000
Potaema Picnic Area and Walk
Local Treasure
3,000
York Road Loop Track
Local Treasure
2,803
Mt Damper Falls
Local Treasure
1,734
Patea Loop Track
Local Treasure
1,252
Tataraimaka Pa HR
Local Treasure
1,000
Mangaoraka Loop Track
Local Treasure
789
Puketarata‐Parihamore Pa HR
Local Treasure
600
Morgan's Grave Walk
Local Treasure
500
Omata Stockade HR
Local Treasure
500
Mahoetahi HR
Local Treasure
500
Corbett Lake SR
Local Treasure
500
Rahiri Carpark
Local Treasure
500
Rotorangi Hydro Walkway
Local Treasure
500
Mokau Lime Kiln
Local Treasure
500
Puketakauere Pa HR
Local Treasure
400
Taumata HR
Local Treasure
300
Mangapapa Amenity Area
Local Treasure
300
Awa Te Take Pa HR
Local Treasure
200
Tapuinikau Pa Historic Reserve
Local Treasure
200
Whitecliffs Picnic Area
Local Treasure
100
Pou Tehia HR
Local Treasure
100
Misc. signs ‐ New Plymouth Area
Local Treasure
0
Misc. signs ‐ Stratford Area
Local Treasure
0
Kawau Pa HR
Local Treasure
0
Pararoa Pa
Local Treasure
0
Wanganui:
Destination Name
Destination type
Estimated Visitor
numbers
Wanganui Journey
Icon
10,000
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Destination Name
Destination type
Estimated Visitor
numbers
"Mountain to the Sea" Cycle Trail
Gateway
2800
Destination Name
Destination type
Estimated Visitor
numbers
Matemateaonga Track ‐ Kohi to Omaru
Backcountry
1,200
Matemateaonga tk ‐ Omaru to Wanganui R
Backcountry
880
Maraekowhai Tk to Ohura River waterfalls
Backcountry
730
Trains tk
Backcountry
522
Maraekowhai Historic Reserve (Nui Poles)
Backcountry
500
Trains tk
Backcountry
350
Trains tk
Backcountry
350
Trains to Tahupo route
Backcountry
298
Trains to Tahupo route
Backcountry
200
Puteore hut to Puniwhakau roadend route
Backcountry
200
Atene Skyline Track
Backcountry
200
Downes Hut
Backcountry
169
Puniwhakau to Matemateaonga Link Track
Backcountry
150
Puteore hut to Humphries clearing route
Backcountry
100
Tahupo to Puteore hut route
Backcountry
100
Pokeka ‐ Otaraheke route ‐ via Maungarau
Backcountry
50
Mangapapapa Kainga
Backcountry
0
Destination Name
Destination type
Estimated Visitor
numbers
Raukawa Falls Viewing Platform
Local Treasure
20,000
Gordon Park Scenic Reserve
Local Treasure
5,994
Pipiriki Toilet/Shelter (RDC building)
Local Treasure
4,000
Wanganui River Road Information Kiosk
Local Treasure
3,000
Waitaha Pa
Local Treasure
1,500
Atene Viewpoint Walk
Local Treasure
1,300
Te Maire Loop Track
Local Treasure
1,100
Tunnel Culvert Walk, Wanganui River Rd
Local Treasure
1,000
Aukopae Tunnel Track
Local Treasure
200
Misc. signs ‐ Wanganui Area
Local Treasure
0
On average, 690 New Zealanders start a
domestic holiday
every half hour. 42
Australian visitors start a New Zealand holiday
every half hour.
690 New Zealanders
42 Australians
Two thirds of New Zealanders
want to travel more
in New Zealand.
New Zealanders are all different, so a
targeted marketing and product development approach will achieve more than
a "shot gun" approach.
$
$
Domestic tourism
is worth more per year to the economy than
international tourism.
$12.4 billion
$9.3 billion
DOMESTIC TOURISM IS
The research shows that New Zealanders can be grouped into
8 market segments
. This helps us to understand the domestic
tourism market better and to target our marketing.
Domestic short breaks (less than or equal to 5 nights)
Domestic long breaks (greater than 5 nights)
Avg. number of domestic short breaks last 12 months
Aiming High
3.1 short breaks
1.0 long breaks
Embracing life
2.5 short breaks
0.6 long breaks
Being there
1.6 short breaks
0.7 long breaks
Rewarding
1.5 short breaks
0.4 long breaks
Making Do
1.6 short breaks
0.3 long breaks
Searching
1.4 short breaks
1.0 long breaks
Immersing
0.6 long breaks
2.2 short breaks
Creating
2.3 short breaks
0.7 long breaks
Avg. number of domestic long breaks last 12 months
On average, 690 New Zealanders start a
domestic holiday
every half hour. 42
Australian visitors start a New Zealand holiday
every half hour.
690 New Zealanders
42 Australians
Two thirds of New Zealanders
want to travel more
in New Zealand.
New Zealanders are all different, so a
targeted marketing and product development approach will achieve more than
a "shot gun" approach.
$
$
Domestic tourism
is worth more per year to the economy than
international tourism.
$12.4 billion
$9.3 billion
DOMESTIC TOURISM IS
The research shows that New Zealanders can be grouped into
8 market segments
. This helps us to understand the domestic
tourism market better and to target our marketing.
Domestic short breaks (less than or equal to 5 nights)
Domestic long breaks (greater than 5 nights)
Avg. number of domestic short breaks last 12 months
Aiming High
3.1 short breaks
1.0 long breaks
Embracing life
2.5 short breaks
0.6 long breaks
Being there
1.6 short breaks
0.7 long breaks
Rewarding
1.5 short breaks
0.4 long breaks
Making Do
1.6 short breaks
0.3 long breaks
Searching
1.4 short breaks
1.0 long breaks
Immersing
0.6 long breaks
2.2 short breaks
Creating
2.3 short breaks
0.7 long breaks
Avg. number of domestic long breaks last 12 months
On average, 690 New Zealanders start a
domestic holiday
every half hour. 42
Australian visitors start a New Zealand holiday
every half hour.
690 New Zealanders
42 Australians
Two thirds of New Zealanders
want to travel more
in New Zealand.
New Zealanders are all different, so a
targeted marketing and product development approach will achieve more than
a "shot gun" approach.
$
$
Domestic tourism
is worth more per year to the economy than
international tourism.
$12.4 billion
$9.3 billion
DOMESTIC TOURISM IS
The research shows that New Zealanders can be grouped into
8 market segments
. This helps us to understand the domestic
tourism market better and to target our marketing.
Domestic short breaks (less than or equal to 5 nights)
Domestic long breaks (greater than 5 nights)
Avg. number of domestic short breaks last 12 months
Aiming High
3.1 short breaks
1.0 long breaks
Embracing life
2.5 short breaks
0.6 long breaks
Being there
1.6 short breaks
0.7 long breaks
Rewarding
1.5 short breaks
0.4 long breaks
Making Do
1.6 short breaks
0.3 long breaks
Searching
1.4 short breaks
1.0 long breaks
Immersing
0.6 long breaks
2.2 short breaks
Creating
2.3 short breaks
0.7 long breaks
Avg. number of domestic long breaks last 12 months
• Special interest media (e.g skiing/snow boarding)
RAISING FAMILY
PERSONAL RELATIONSHIP
BUILDING CAREER/BUSINESS
BUY HOUSE/BUILD ASSETS
Interests & life priorities
Are more likely to stay in:
hotels
and travel by
loser cruiser
EATING OUT
ENTERTAINING AT HOME
BOATING
CYCLING/MOUNTAIN BIKING
HIKING/MOUNTAIN CLIMBING
HOME MAINTENANCE
EMBRACING LIFE
Married/couple with children living at home
83%
Life cycle
45-49
50-54
30-34
35-39
40-44
Age
11%
Travel products that most appeal to this segment include:
OUTDOORS
CULTURE & HERITAGE
FOOD & WINE
• Outdoor adventures/experiences for the whole family (e.g. cycling, fishing,
canoeing, kayaking, adventure sports, boating, fishing, beaches)
• Cultural product
For more information please go to xxxxxxxxxxxxxxx
• Food/wine product
Who are the Embracing Life segment?
“A full life for you and your family”
Key marketing Proposition:
Market to this segment through:
• Special interest/out-doors media (including the web)
• Consumer shows (e.g.Boat shows)
• Business media and major dailies
Ideal holiday characteristics:
IDEAL
NOT IDEAL
What do they look for in a holiday?
RELAXING__FAMILY-FRIENDLY__NIGHTLIFE__BIG_CITIES__OUTDOOR'>EXCITING
DIFFERENT
RELAXING
FAMILY-FRIENDLY
NIGHTLIFE
BIG CITIES
OUTDOOR
ACTIVITIES
NATURE-BASED
EXPERIENCES
Embracing life are more likely to be
professionals
, and to earn a high
income
RELATIONSHIPS
FRIENDS/FAMILY
ENTERTAINING AT HOME
REDUCING DEBT/BUILDING ASSETS
CAREER/BUSINESS
HOME MAINTENANCE
BOATING/FISHING
HIKING/OUTDOORS
TRAVEL/HOLIDAYS
Interests & life priorities
On holiday they are more likely to stay in
motels
and
rented accomodation
, and to travel by
private car
and (sometimes)
bicycle
RAISING FAMILY
EMBRACING LIFE
Life cycle
Age
11%
Travel products likely to appeal to this segment include:
OUTDOORS
CULTURE & HERITAGE
FOOD & WINE
EXPERIENCES FOR THE WHOLE FAMILY
• Outdoor adventures/experiences for the whole family (e.g. cycling,
fishing, canoeing, kayaking, adventure sports, boating, fishing, beaches)
• Cultural product
For more information please go to www.tourismresearch.govt.nz/domseg
• Food/wine product
• Heritage events/experiences
• Youth/sporting/adventure events
Who is in the Embracing Life Segment?
“A FULL life for you and your family”
Key marketing proposition:
Market to this segment through:
• Business media
• Special interest groups/media/online
(e.g. golf/outdoor focussed, boating, fishing)
• Major daily newspapers
• Outdoor events and shows (e.g. boat/fishing shows)
Ideal holiday characteristics:
IDEAL
NOT IDEAL
What do they look for in a holiday?
RELAXING
FAMILY-FRIENDLY
NIGHTLIFE
BIG CITIES
OUTDOORS
NATURE-BASED
ROMANTIC
Members of the Embracing Life Segment are
likely to be
family-focussed
and earning
a
high income
Interests & life priorities
On holiday they are more likely to
travel with their
parents
and stay in
commercial accommodation
HAVING A GOOD TIME
CLUBBING/PARTIES
FINDING DIRECTION IN LIFE
SPORTS/HOBBIES
EDUCATION
TRAVEL/HOLIDAYS
MEETING PEOPLE
CAREER
FITNESS
AIMING HIGH
Life cycle
Age
Travel products likely to appeal to this segment include:
Adventure
WELLNESS EXPERIENCES
• Adventure and sports product (the BEST skiing, the BEST beaches,
the BEST mountain biking tracks)
For more information please go to www.tourismresearch.govt.nz/domseg
• Urban product (nightlife, bars, cafes/music events)
• Wellness experiences
Who is in the Aiming High Segment?
“More, bigger, best!”
Key marketing proposition:
Market to this segment through:
• Youth media (magazines, blogs)
• Online channels
• Interest groups (sports clubs, other affinity groups)
• Cinema
Ideal holiday characteristics:
What do they look for in a holiday?
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