3.1.5
Trends in New Zealanders’ use of the outdoors
37
,
38
,
39
,
40
The DOC Visitor Trends report also provided information on New Zealanders’ participation in various outdoor
recreation activities and a focused analysis of the most common activities undertaken. As outlined in the
preceding sections, walking is the most popular and growing activity and, albeit still a niche, cycling shows
signs of increasing popularity.
Walking and Tramping
The Active New Zealand Survey 2007/08 showed that 64% of New Zealanders had walked for recreation at
least once over the year. As is the case with domestic tourists, walking remains the most popular activity and
walking is the most significant recreational activity undertaken by New Zealanders on public conservation land.
The DOC National Survey of New Zealanders shows that of the 57% of New Zealanders who had visited a DOC
managed area in 2011/12, more than a third had undertaken a short walk of less than three hours and 10%
had undertaken a day walk. Tramping/bush walking in comparison, which is usually considered to be an
overnight or multiday activity, had a much lower participation rate of approximately 5.1% (306,000 New
Zealanders). This also reconfirms the popularity of shorter walking activities. A similar finding emerged from
the 2011/2012 National Survey of New Zealanders, with 3% of visitors to public conservation land indicating
participation in an overnight or multi‐tramp walk.
Age was found not to be an influencer on participation on tramping. It is generally other circumstances in
terms of choice and time pressures that have people leaning more towards shorter day walks as described in
the global trends.
Mountain Biking/Cycling
There is a general perception that cycling activities are increasing in popularity. The development of a variety
of cycle trail in the TWT conservancy is a reflection of this trend. However, at present, there is no detailed
trend data available to confirm this. The Active New Zealand survey estimated that 6.1% of New Zealanders
(202,000 people) had participated in mountain biking over a 12 month period. Roy Morgan Research in 2011
found that 2.5% of New Zealanders (89,000 people) were regular mountain bikers and 2% of visitors to public
conservation land indicated that mountain biking was the main activity on their most recent visit in 2012.
A special interest tourism profile of international tourists by Tourism New Zealand provides an overview of
cyclist characteristics, which may broadly be similar for domestic/recreational cycle activity due to the fact that
the vast majority of international cyclists come from similar western countries/cultures (e.g. Australia, UK, USA
and Germany). On‐road cycling slightly dominates international cycle tourism to NZ (54.2%) compared to off‐
road/mountain biking (45.8%). Important to note is that these two forms of cycling are very distinct and most
cyclists favour one or the other and won’t participate in both (4.2%). Assuming these useage patterns are
similar to those of New Zealanders there are strong opportunities to foster on‐road cycling and specific ‘road
cycle trails’ or ‘routes’ in addition to the more mountain bike oriented New Zealand cycle trails, such as the
Mountains to Sea Trail and Taupō’s Great Lake Trail. The level of cycling participation by international visitors
37
Harbrow M. Visitor Trends Report. Department of Conservation 2013
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SPARC, Active NZ Survey. 2007/8
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The Department of Conservation. National Survey of New Zealanders 2012.
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Tourism New Zealand. Tourist Special Interest Profile: Cycling. April 2013
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has been increasing over time (despite a recent dip in numbers) and it is anticipated that numbers will
continue to grow and cycling will be a significant attraction in New Zealand.
Cycling Sport Participation in NZ, 2008‐2012:
TNZ’s analysis also showed that cyclists generally spend a much larger amount – and stay longer ‐ during their
visit to New Zealand than the average visitor. Cyclists also tend to be more ‘in the market’ for other active
outdoor‐based experiences, such as kayaking and rafting, climbing, horse riding and a variety of other outdoor
activities, when compared to the average visitor. This also shows the strong potential of this market for the
TWT regions, which are able to offer such activities.
Camping
Slightly older survey data from 2006 (Mobius Research) found that 37% of New Zealanders were regular
campers. A further 20% were described as latent campers, a group made up of people who were not regular
campers but who had a continuing interest in camping, or people who have never camped but showed an
interest in doing so in the future. The sizeable proportion of latent campers does indicate scope to grow the
camping market.
The DOC National Survey of New Zealanders 2012 found that, of the people who have used a DOC facility in
the past three years, 45% had used a DOC campsite (20% a basic campsite, 16% a standard campsite and 9% a
serviced campsite).
Fishing
Results from several surveys show that participation in freshwater fishing is static or declining:
The Fish & Game National Angler Survey (2009) estimated that New Zealand resident anglers had spent 1.156
million angler‐days within Fish & Game managed fisheries in 1994/95. This declined to 1.111 million angler days
in 2001/02 and increased to 1.202 million angler days in 2007/08. The total number of angler‐days increased by
only 4% over a period of 13 years.
The Roy Morgan survey estimated that the number of New Zealanders who were regular freshwater fishers
decreased 9% between 2002 and 2011 from 67,000 to 63,000 (Roy Morgan Research unpublished data). This
was a decline in participation rate from 2.2% to 1.8% of New Zealanders (Roy Morgan Research 2012).
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The Active New Zealand Survey estimated that 5.7% of New Zealanders participated in freshwater fishing in
2007/08 (Sport and Recreation New Zealand 2009)
In 2011/12 2.5% of visitors to DOC managed areas indicated that they had been fishing on their most recent
visit (Colmar Brunton Research unpublished data).
Hunting
Hunting appears to be one of only two major outdoor activities that are growing strongly.
According to the Roy Morgan Survey, the number of regular hunters increased 32.6% between 2002 and 2011
from 46,000 to 61,000 New Zealanders (Roy Morgan Research unpublished data). Participation was estimated
to have increased from 1.5% to 1.7% of New Zealanders (Roy Morgan Research 2012).
The Active New Zealand Survey estimated that 4.6% of New Zealanders were hunters in 2007/08 (Sport and
Recreation New Zealand 2009).
According to the Domestic Travel Survey, hunting and shooting was included in 470,000 domestic trips in 2011.
This was a 34.1% increase from the previous year (Ministry of Business, Innovation & Employment 2013).
However, DTS data to the year ending 2012 saw a drop in hunting activities by 12%.
3.1.6 Domestic Tourism Market Segmentation
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Tapping into the knowledge of the domestic tourism market segments will allow DOC to focus resources on
the domestic ‘customers’ who are most likely to be persuaded to visit their destinations or purchase/use their
products or services.
Destination planning should take a segmentation approach: targeting the segments to which existing products
appeal and developing products for segments to whom the destination is lacking in appeal.
For DOC, this translates into priorities which:
Better align delivery of recreational and historic facilities and services with visitor needs/visitor demand.
Better target messages to build awareness of ‐ and desire for ‐ existing product.
Provide more opportunities for more visitors: i.e. encourage greater experience of DOC‐managed places
for recreational and historic purposes and, in doing so, connect more people with conservation values.
Better target other messages to build awareness and understanding of conservation values.
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 segments most interested in the
experiences already offered by DOC (e.g. nature based experiences, cultural and heritage attractions).
The 2009/10 Domestic Tourism Research project, undertaken for the Ministry of Tourism on behalf of New
Zealand’s wider tourism sector and key industry stakeholders, identified eight distinct domestic tourism
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Domestic Tourism Market Segmentation Study undertaken by Angus & Associates for the former Ministry of Tourism 2009/10
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market segments. The research was completed by a consortium comprising Angus & Associates, The
Knowledge Warehouse and Tourism Resource Consultants with a view to: ‐
1. Improving the sector’s understanding of the domestic tourism market.
2. Segmenting the domestic market in a way that is practical and meaningful for tourism marketers.
3. Demonstrating the significance of the domestic tourism market and its key market segments.
4. Informing policy and other work undertaken by local and central Government stakeholders.
The Domestic Tourism Research project involved a series of stages: secondary research (analysing existing
domestic tourism data), new qualitative research with domestic travel consumers, a major online survey
involving a representative sample of n=2032 New Zealand residents aged 15 years or more, and market
segmentation analysis using the resulting survey database. The final market segmentation solution identified
eight groups of domestic travel consumers – each different in its demographic and psychographic profile, its
travel behaviour and its travel needs, and each calling for a different marketing approach.
The proportions of the identified segments are provided in the following chart, with segment specific details
included in the appendix to this report.
The domestic market segments with the strongest interest in more active nature‐based activities are:
Immersing, Embracing Life, Creating and Aiming High
42
. These segments show a stronger inclination for hiking,
visiting national parks and reserves, fishing and boating, cycling or mountain biking than other market
segments. The Immersing segment in particular is of significant interest to DOC due the variety of outdoor
activities and attractions sought by this segment. The more niche outdoor/adventure activities, such as
kayaking, wintersports, extreme sports etc., are sought by the Embracing Life and Aiming High segments.
An ideal holiday for the four segments highlighted above features nature based experiences and outdoor
activities. Being There is attracted more to nature based experiences rather than activities, which includes
42
An overview of the Domestic Tourism Segments is provided in the appendix. Please visit the MBIE website for further information:
http://www.med.govt.nz/sectors‐industries/tourism/tourism‐research‐data/other‐research‐and‐reports/domestic‐tourism‐market‐
segmentation‐study
Immersing
13%
Being There
22%
Creating
8%
Embracing Life
11%
Aiming High
8%
Making Do
12%
Rewarding
13%
Searching
13%
Domestic Segments in National Sample
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visiting parks, reserves and national parks. The Being There segment also shares a strong interest in history and
heritage, as well as scenic experiences, with the Immersing and Creating segments.
There is some demand for DOC accommodation products in all domestic market segments but the Creating
and Aiming High segments are by far the strongest users, followed by Embracing Life and Being There. DOC
accommodation should target these segments specifically but in order to increase visitation by the other
segments, especially Immersing, alternative accommodation options such as hotels, motels, backpackers, farm
stays etc., need to be available in the vicinity of the attractions.
The domestic market segmentation also showed the perceived levels of ‘knowledge’ of New Zealand
destinations, as well as ‘desire’ to visit. These are good indicators of the relative attraction of individual
regions. Of the TWT regions, Lake Taupō commands the highest levels of knowledge, as well as desire, in all
domestic markets segments. This is followed by Ruapehu, Taranaki and Wanganui with the lowest levels. Again
these findings reinforce the stronger market position of the Taupō and Ruapehu regions.
Also of note is that levels of regional knowledge in relation to each TWT destination are mostly higher than the
corresponding levels of desire, indicating a mature ‘destination lifestage’ with the need to ‘rejuvenate’ and
rekindle market demand. In contrast, this knowledge/desire dynamic is often the opposite for competing
destinations which feature nature‐based attractions (such as Wanaka, Queenstown, Bay of Islands,
Coromandel, Bay of Plenty, Nelson, Fiordland and others).
As each market segment has specific characteristics and ‘needs’ in terms of travel behaviour, a high level
approach in developing strategies to attract the key domestic market segments as identified above is
summarised below.
Being There:
1. Identify specific motivations, needs and characteristics:
Core marketing proposition for this segment – ‘Being with family and friends’
This segment often travels to visit family and friends and tends to organise activities and experiences
around this main travel purpose.
Most interested in sightseeing, shopping, natural attractions, walking/hiking and culture/heritage
attractions.
More focused on nature‐based ‘experiences’ than more active, challenging ‘activities’.
Key destination characteristics are safe, familiar and affordable.
Barriers to travel can be health or disability as well as lack of travel companions.
2. Identify marketing opportunities:
Day trip, excursions, short immersion experiences.
VFR campaigns and packages.
Garden/nature products and events.
History/heritage products and events.
Small group (special interest) tours.
Assisted travel (transport, accommodation).
3. Identify existing DOC products and infrastructure that could cater to the needs of this segment, as well as
other appropriate products and services available within the wider destination, to identify opportunities
for collaboration/packaging with private sector partners.
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4. Select appropriate marketing channels to ‘reach’ this audience with appropriate ‘offers’:
Major daily newspapers.
Special interest media (e.g. gardening channels/magazines/groups).
Affinity groups (churches, voluntary and social groups and clubs).
Targeted online channels (news sites, Skype, online auction sites).
Targeted email marketing.
Immersing:
1. Identify specific motivations, needs and characteristics:
Core marketing proposition for this segment – ‘Expand your mind, add to your experience, enrich
yourself’.
Key motivations to travel are to escape the stress and pressure or everyday life and to reconnect with
friends and family (doing things together).
Most interested in destinations which are not familiar and which provide a wide variety of
experiences such as scenery, different landscapes, cuisine, culture, nature, animals, as well as history
and heritage.
Nature‐based activity focused, especially in regards to hiking, cycling or mountain biking, kayaking,
visiting national parks and reserves.
This segment travels frequently but barriers to travel are mostly time constraints such as limited
annual leave and work commitments, as well as money.
This segment is prominent in the Wellington region, with relatively easy access to the TWT region.
2. Identify marketing opportunities:
Day and overnight trip, short immersion experiences offering variety and opportunities to learn and
expand the mind and to share experiences with friends/family.
Products involving nature, health, wellness, culture, arts, heritage, wildlife, food and wine.
Quality accommodation important to this segment, such as hotels, motels, quality backpackers, huts
and camping facilities. New niche trends such as ‘glamping’ (luxury camping), for example, are likely
to appeal to this segment.
3. Identify existing DOC products and infrastructure that could cater to the needs of this segment, as well as
other appropriate products and services available within the wider destination, to identify opportunities
for collaboration/packaging with private sector partners.
4. Select appropriate marketing channels to ‘reach’ this audience with appropriate ‘offers’:
Special interest and lifestyle media.
Online lifestyle channels and social media.
Professional media/interest groups.
Tertiary education institutes.
Embracing Life:
1. Identify specific motivations, needs and characteristics:
Core marketing proposition for this segment – ‘A full life for you and your family’.
Family holidays are important to this segment, where they take part in their favourite active home
interests with their families, away from the pressures of everyday life.
Most interested in destinations which are family friendly, involve outdoor experiences and activities,
scenery and food.
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Nature‐based activity focused, especially in regards cycling and mountain biking, hiking, kayaking,
boating and fishing.
This segment travels frequently but barriers to travel are mostly time constraints such as limited
annual leave, work and care commitments, as well as suitability for children.
2. Identify marketing opportunities:
Outdoor and adventure experiences for the whole family, cultural and heritage attractions.
Winter sport product.
Cycling product.
3. Identify existing DOC products and infrastructure that could cater to the needs of this segment, as well as
other appropriate products and services available within the wider destination, to identify opportunities
for collaboration/packaging with private sector partners.
4. Select appropriate marketing channels to ‘reach’ this audience with targeted ‘offers’:
Business media
Special interest media on‐and off‐ line (e.g. golf, outdoor, boating, fishing)
Newspapers
Boating/fishing, outdoor events.
Creating:
1. Identify specific motivations, needs and characteristics:
Core marketing proposition for this segment – ‘Good times to share with your family’.
Travel is mostly prompted by visits to family and friends and is about keeping in touch with people
rather than seeing places.
Peaceful destinations facilitating quality time with family and friends are preferred.
The enjoyment of activities and experiences comes from the sharing with family and friends.
Enjoy walking and water activities and are interested in culture and heritage.
2. Identify marketing opportunities:
Social experiences and group activities.
Nature product (especially surrounding water activities).
Camping and group accommodation.
Picnics and outdoor cooking.
Heritage and cultural product.
3. Identify existing DOC products and infrastructure that could cater to the needs of this segment, as well as
other appropriate products and services available within the wider destination, to identify opportunities
for collaboration/packaging with private sector partners.
4. Select appropriate marketing channels to ‘reach’ this audience with targeted ‘offers’:
Special interest groups/media (e.g. cultural focus).
Online channels and social media.
Targeted lifestyle media.
Cultural and community events and groups.
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Aiming High:
1. Identify specific motivations, needs and characteristics:
Core marketing proposition for this segment – ‘More, bigger, best’.
Travel is very important to this segment, where they thrive on challenges and excitement.
They seek ever new destinations offering a wide range of bigger and better activities.
Ideal destination is exciting, different, entertaining and challenging.
Interested in all kinds of active water activities such as surfing, waterskiing, diving kayaking and
rafting, as well as other adventure activities on land and in the air such as mountain biking,
snowboarding, sky diving and similar.
This segment also enjoys the destination’s entertainment and nightlife.
2. Identify marketing opportunities:
Adventure and outdoor sports products.
Youth‐, sports‐, adventure events and packages.
Mountain Bike and winter sport product.
Niche extreme sport product.
3. Identify existing DOC products and infrastructure that could cater to the needs of this segment, as well as
other appropriate products and services available within the wider destination, to identify opportunities
for collaboration/packaging with private sector partners.
4. Select appropriate marketing channels to ‘reach’ this audience in promoting targeted experiences:
Youth media.
Special interest media (e.g. snowboarding/skiing, mountain biking, adventure magazines).
Online channels and social media.
Special interest groups and clubs.
Cinema.
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