Destination Name
Destination type
Estimated Visitor numbers
Wanganui Journey
Icon
10,000
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
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
There is a possibility of a new hut being built in the Mangapurua as part of the Mountains to Sea cycle trail,
and managed as higher level (serviced) accommodation, available in conjunction with other mountain biking
opportunities (e.g. night rides, serviced camping and guided). A new multisport event across the Mountains to
Sea cycle trail (including a mountain run and mountain bike day, kayak day, roadbike/run day) is also planned.
A Wanganui Journey review and upgrade of the Wanganui Journey is scheduled to take place next summer
(2014), taking into consideration partnerships and opportunities for growth in tourism for surrounding
communities. A relating business case and marketing plan is currently being completed, including
consultations with iwi around what the upgrade means for the future, how this compliments river road
opportunities and other aspects.
16 July 2013
52 of 90
4.0 Opportunities, issues and challenges
The preceding sections have outlined relevant trends drawn from available data and information sources
relating to the TWT areas. These macro and micro level trends combine to present specific opportunities and
pose challenges applicable to the whole TWT Conservancy, and to individual areas.
The following discussion identifies global level trends relating to changes in travelers’ social and demographic
characteristics. These include economic and political developments, environmental trends impacting on tourist
source markets and New Zealand, as well as technological advancement that will have an effect on tourism in
general. This is intended to provide context for subsequent sections identifying opportunities for the
individual TWT areas.
4.1 Effect of global visitor trends on TWT Conservancy:
Economic
Increasing globalization results in easier access across borders and increased tourism flows to New Zealand, a
proportion of which will be visiting the TWT areas. This will be most prevalent in the Chinese market with its
restrictive travel policies. This barrier is predicted to become further relaxed and will contribute in growing
visitors from China substantially. Large economies such as China and other emerging markets such as India,
South America and South East Asia show strong economic growth. This, combined with the economic recovery
in traditional main markets will potentially increase visitation to TWT areas (although global competition from
international tourist destinations, as well as from domestic destinations perceived to be similar to the TWT
regions will also increase as a consequence).
A new trend towards an ‘experience economy’ presents unique opportunities for the TWT destinations in
providing memorable experiences with entertaining as well as educational (i.e. cultural) aspects.
Political
Political developments could potentially counteract or stimulate these economic advances and influence
tourist flows to New Zealand and the TWT destinations. While the impact of political uncertainty is difficult to
predict, destinations such as New Zealand and the TWT areas are more likely to benefit due to having a
relatively ‘safe’ destination image.
Social
The predicted increase in potential travelers due to economic factors will also be influenced by ageing
populations in developed countries and traditional main markets for New Zealand tourism. The age
demographic of international visitors is predicted to rise. These new travelers have an increasing desire to
maintain their health and will be more activity focused.
Travelers also increasingly seek ‘authentic’ tourism experiences, wishing to be more involved and engaged but
at the same time seeking a variety of experiences. The opportunities for the TWT destinations are to offer a
range of add‐on experiences in addition to the major ‘drawcards’ to the regions. This is already developing to
some degree, with the cycle trail developments providing an alternative or additional activity in regions
traditionally linked with skiing for example, or the variety of experiences on offer in Taupō’s ‘nature
16 July 2013
53 of 90
playground’. There is an opportunity to provide additional cultural and heritage attractions to meet the
preference in the market for authentic experiences.
Environmental
For winter sport‐oriented TWT regions (i.e. Ruapehu) one particular effect of importance resulting from global
climate change is that on snow cover. A lack of snow cover threatens the viability of the winter sport industry
and has the ability to impact negatively on the area’s peak season. Alternatives need to be developed, such as
the cycle trails and other forms of activity to counteract this effect and ensure a sustainable tourism industry.
Technological
The increasing use of information and communication technology will change the way visitors to the TWT
region gather information about the area, individual destinations and operators as well as how they
subsequently book or purchase their experiences (including accommodation and activities). Knowledge and
targeted use of these technologies will be essential for TWT areas to establish a competitive advantage over
other regions, within New Zealand and internationally.
4.2 International and Domestic visitation trends and impact on TWT Conservancy:
The TWT Conservancy as a whole will experience the changes in the visitor trip characteristics and
demographic make‐up. The number of international visitors to New Zealand is growing, which will lead to an
increase in visitation to the TWT regions as well.
However, overall, visitors are taking shorter trips and as a result spending less on their visit. International
visitors have less time to visit a larger variety of destinations in New Zealand and within the TWT region. The
TWT conservancy, from a destination point of view, will need to compete for a share of this reduced time
budget with ‘must see’ icon and gateway attractions and a variety of ‘add‐on’ experiences as alternatives if the
main activities are ‘not available’ (due to weather, for example). A variety of experiences can also assist in
increasing the time spent in the area.
Despite the overall outlook for New Zealand, the TWT regions (especially Taupō and Ruapehu/Tongariro) are
still strong in the traditional markets. This is due to the regions offering these markets a good mix of ‘famous’
or ‘must do’ attractions, as well as iconic nature experiences in keeping with the experiences sought on a visit
to New Zealand. Furthermore Taupō and Ruapehu/Tongariro are ideally placed along the main tourist routes
through the North Island.
The national participation trends as well as global demand trends show that there is by no means a negative
outlook for the TWT Conservancy. Interest and participation in nature‐based activities is present in the new
market and stable in the traditional markets. What is changing is demand for more front country‐based
activities which are easier to access and of shorter duration. Improving access and developing products and
marketing activities will not only retain the traditional markets (which are still strong in the TWT regions) but
over time capture the growing proportions of the Australian and Chinese visitors who are ‘in the market’.
Indeed, a short to medium term focus on getting the product and marketing mix right for the changing
preferences of traditional markets, will pave the way to attract the growing target segments of the FIT Chinese
and other Asian travelers. Current barriers exist in relation to access and the existence of a variety of ‘must do’
attractions, especially in the less popular Taranaki and Wanganui areas.
16 July 2013
54 of 90
Investment in opportunities that are easily accessible from Auckland and that offer short, instant immersion
experiences in the natural environment, are likely to be more important than some traditional opportunities
that DOC provide in view of the main stream visitor markets (such as multiday tramping or other multiday
activities). There will always be specific niches who want the more traditional DOC offers. But they also need
to be packaged or targeted specifically, easy to find choose and purchase.
The changing patterns of demand, driven by changing demographics and travel characteristics, open up strong
partnership opportunities for DOC with private businesses and tourism marketing organisations such as the
RTOs and economic development agencies. This is of special importance in less popular or iconic areas such as
Taranaki and Wanganui, where a focus may be required on the development of nature‐based product to
stimulate demand. However, in the more iconic Ruapehu and Taupō areas, partnerships will be important in
managing demand and available natural resources, including conservation activities.
It has been said by the tourism experts that DOC should review the concession processes, making it easier to
provide services on DOC land. For Taranaki it was said, for example, that there are multiple untapped
opportunities on Mt Taranaki for businesses to increase their offerings for the market should access be made
possible. The goal should be to increase attractive must‐do icon attractions in these areas from where
increased and sustained demand can spread to the surrounding region with add on experiences and activities.
There may be benefit in DOC working with the weaker regions to build on their respective competitive
advantages and unique features to create regional drawcards. This would in turn open up other opportunities
to spread demand, as is the case with Ruapehu, Tongariro and Taupō for example. People are drawn to these
iconic destinations and demand for additional activities flow from it, as is the case with the cycle trails.
Hence the following are recommended as high level priorities for DOC:
Increase demand for experiences in Taranaki/Wanganui through development of ‘must do’ icons,
partnerships, marketing and accessibility.
Manage demand for Ruapehu/Taupō through development of ancillary attractions, partnerships and
appropriate marketing support.
Future engagement with the natural environment is expected to be impacted greatly by population changes
and recreation preferences. New Zealand’s population is increasingly urban, older, ethnically diverse and
living in the north. It is believed that residents generally have less time and interest in the outdoors due to
commitments such as work, competing urban events, a rising interest in technology, unfavourable weather
conditions, traffic congestion and living costs.
60
Simultaneously, international visitors’ average length of stay is
also decreasing, meaning that many people from overseas do not have the time to travel beyond the main
gateways (i.e. Auckland, Christchurch, Wellington) or to destinations away from iconic attractions and
transport routes.
DOC’s destination management needs to consider these changing customer preferences. With increasing
competition for leisure time and travel costs it is foreseen that demand for traditional outdoor recreation will
decline along with recruitment of new people into nature‐based activities.
61
Sport New Zealand reports that
many people want to participate in activities where and when it suits them, without high levels of
commitment. At the same time they seek high‐quality experiences and expect high quality recreation facilities
across the spectrum of outdoor settings. This means that accessible facilities and information about what
60
Tourism Industry Association New Zealand, Submission To Inform The Outdoor Recreation Review, 2007
61
Department of Conservation, Destination management framework: A new approach to managing destinations, 2011
16 July 2013
55 of 90
opportunities exist are becoming increasingly important as more people choose to participate in informal
recreation activities that are close to home and completed in one day.
62
The packaging and promotion of experiences is important. With a reduced skill set and knowledge of the
outdoors as well as less disposable time, both international and domestic visitors need to be able to easily
identify the experiences that are available in a region. Seeking activities that take under one day to complete
means that experiences need to be packaged up in a way that is easily accessible, requires limited
commitment and for which there are alternatives should the weather or other factors be unfavourable.
Regions are encouraged to consider the total interests of visitors and their travel companions, offering a range
of activities to experience the natural environment. An example is the sale of Taupō trout fishing licences
which have reduced by over 23% over the last several years. While Taupō has an enduring strength in
freshwater fishing, visitors are likely to travel with other family members with differing interests. To increase
visitor numbers fishing could be linked to wider tourism experiences available in the area such as mountain
biking and other activities.
63
Outdoor experiences can also be aimed at schools as this can play an important
role in introducing young people to the outdoors and help build skills that will support their ongoing
participation.
64
Overuse of natural resources or “intensification” is a potential issue for DOC as it continues to meet the
requirements of visitors – and the more attractive destinations are to people engaging with the natural
environment the more this is likely to be a concern. As visitation to DOC destinations increases there is a need
to balance conservation requirements to maintain the natural experience that people seek. While part of
DOC’s purpose is to provide opportunities for recreation and commercial use of conservation land, its
objective is also to maintain and protect. The range of ways in which people engage with DOC destinations has
the potential to create situations of conflict between groups and increased participation overall could lead to a
negative impact on the environment. Settings for outdoor recreation need to be managed to protect them
while providing opportunities for recreation activities.
65
Furthermore providing an escape from the stresses of
everyday life is a critical role of outdoor recreation and uncrowded natural environments are an essential
element of this
66
; meaning that increasing visitor numbers may well detract from the core experience being
offered. This indicates that regions should offer multiple experiences that appeal to visitors’ desire for easily
accessible outdoor activities, therefore spreading visitor numbers across destinations.
As illustrated overleaf, key opportunities to encourage further outdoor participation include developing and
promoting additional draw card destinations to spread engagement and encourage visitor flows across the
TWT Conservancy. Each region within the conservancy currently has its own strengths and potential areas of
development. It is recommended that DOC continues to work with Regional Tourism Organisations to
consider the total experience that attracts visitors to a region and develops destinations that deliver on visitor
expectations. This includes developing existing destinations so that they are appealing throughout the year
and not just summer or winter. Broadly, Tongariro appears to be well balanced in terms of supply and demand
for destinations and it is recommended that the area continues to promote its alpine and lake regions and
develop existing infrastructure as popularity grows. Wanganui has the potential to link the conservancy if
visitors are aware of specific attractions in the region – particularly along the Wanganui Journey and
Mountains to Sea Cycle Trail. While some visitors may cross TWT areas via DOC destinations (such as the
Wanganui River Journey and Forgotten Highway) the majority of visitors will use road networks to travel
between regions. As such the development of key attractions along central roads is likely to attract people
62
Sport New Zealand, Outdoor Recreation Strategy 2009–2015, 2009
63
APR Consultants (prepared for DOC), Taupō Fisheries Economic Analysis, 2012
64
Sport New Zealand, Outdoor Recreation Strategy 2009–2015, 2009
65
Sport New Zealand, Outdoor Recreation Strategy 2009–2015, 2009
66
Lovelock, B., Jellum, C. and Thompson, A. Understanding Commitment and Involvement in Outdoor Recreation in New
Zealand, University of Otago, 2011
16 July 2013
56 of 90
towards Wanganui’s main centre from Tongariro and onto Taranaki. The alpine region of Mount Taranaki has
the potential to become a highly desired New Zealand destination among domestic and international visitors,
following the popularity of the Tongariro Alpine Crossing. This combined with promoting the Taranaki
coastline (in line with Venture Taranaki tourism messaging) is likely to increase the overall appeal of Taranaki
and encourage visitor flows from Wanganui and Tongariro.
Map of Potential TWT Destination Priorities
Develop and promote single day activities
based around the Mt Taranaki Alpine Region.
Increase awareness of specific activities along the Whanganui Journey and encourage
visitor flows across the TWT conservancy, from Tongariro/Lake Taupō to Taranaki.
Develop existing infrastructure in the Tongariro Alpine
and Lake Region to accommodate increasing popularity.
16 July 2013
57 of 90
4.3 New tourism and marketing approaches
Several new tourism product, service and marketing approaches have been recommended in light of the global
changes in tourism demand:
67
Consumers should be educated to want new outdoor and adventure products which match environmental
constraints.
- For the TWT areas, diversification of available activities is the key, in line with targeted marketing to
‘educate’ the visitor on the variety of experiences on offer.
Niche products should be developed for local communities based on the strengths of local assets.
- The Mountain to Sea Cycle Trail is one example where this is already taking shape in the region.
- Other niche products based around local attractions, especially around the existing Icon, Gateway,
Backcountry and Local Treasure destinations, will increase demand whilst at the same time spread
this demand and provide additional benefits to the region.
Experiences of the ‘real destination’ (i.e. authentic experiences) should be developed more widely.
- Again drawing on the specific strengths and unique visitor proposition of the individual TWT regions,
authentic experiences such as unique cultural and heritage attractions will stimulate demand.
Industry needs to educate the New Zealand population that the regional product can be exciting and
different to overseas.
- TWT Conservancy covers a variety of geographical features, such as coastal, alpine, lakes, rivers and
rural, which can provide exciting experiences on ‘people’s doorstep’ (in a domestic tourism and local
recreational perspective).
Industry should better attempt to capitalise on the domestic short stay, time‐poor market.
- Due to shorter stays and changes in activity preferences, accessibility and target marketing to
domestic (and local) segments should be prioritized.
Industry needs to better appreciate the benefits of cooperative product and new service development.
- The local tourism expert interviews confirmed that there are definite opportunities for DOC to
increase cooperation with local industry in developing targeted products and services in the TWT
areas.
Enterprises should better link into new transport opportunities from increased air travel, e.g. increased
development of local destination tours, both group and self drive/hire.
- For the TWT regions this would primarily translate into improved accessibility to more remote areas
off the main tourist routes.
It is important for the survival of business to ensure that its products do not become old or tired but are
continually refreshed.
- Specifically the popular Icon destinations need to be not only sustainably maintained to cater to
increased demand but should also be complemented with new experiences where possible e.g. added
cultural/educational aspects.
67
Dwyer L., Megatrends underpinning tourism to 2020: Analysis of key drivers for change. STCRC 2008
16 July 2013
58 of 90
Focus on a ‘service culture’.
- A holistic view on customer service is important, which includes seamless integration of DOC products
and services with local operators and partners.
Explore ambient technologies to interface with the visitor at multiple levels in the destination, as well as
to value‐add the individual products and experiences.
- New information and communication technology can enable a closer interaction with TWT
destinations. Information websites and apps such as the Tongariro Pocket ranger are examples of this
approach.
It will be important for destination managers to create differential experiences in their destinations to set
themselves apart from competitor destinations.
- This can be facilitated by capitalising on the unique visitor proposition of the individual TWT regions.
Dostları ilə paylaş: |