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Hamilton & Waikato Tourism Tourism Industry Symposium October 2011.

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Presentation on theme: "Hamilton & Waikato Tourism Tourism Industry Symposium October 2011."— Presentation transcript:

1 Hamilton & Waikato Tourism Tourism Industry Symposium October 2011

2 Market Update International Visitor Arrivals (YE Aug 2011) 2.49m down 0.5% on previous year Key Markets Australia -1.2% UK -11.2% USA -2.9% China 22.2% Japan -11.5% Expenditure (YE June 2011) $5.5b down 6.5% Domestic Tourism (YE June 2011) Day Trips - 4.3% Overnight - 4.4% Total nights - 1.0% Expenditure 1.3% Tough year Global Financial Crisis Natural Disasters Record high NZ dollar

3 Hamilton & Waikato Tourism Officially formed 1 July 2011 Funded by region’s seven councils - $790k for Waikato District, Hamilton City, Waipa District, Matamata-Piako District, South Waikato District, Otorohanga District & Waitomo District Industry target $350k – business partnership programmes Leverage $$ with central govt, working with TNZ in Australia Independent skills based board of Directors - Alastair Calder, Simon Douglas, Graeme Osborne, Don Scarlet, Anna Bounds Industry Advisory Group & Council Representative Group Located at Hamilton International Airport Five Staff – Rebecca Evans, Jenny Stokes, Natalie Dean, Aimee Hodge

4 RTO’s purpose To promote the region as an attractive visitor destination to international & domestic visitors in order to grow visitor expenditure and provide economic, environmental, social & cultural benefits to the region’s communities International marketing Domestic marketing Convention Bureau Product Development Partnership between local government & tourism industry KPIs; guest nights, expenditure, airport arrivals, convention, website

5 Visitor Profile Visits 8.577m International 661,000 (7.7%) Domestic 7.988m (92.3%) Nights 5.092m International 1.8m (36.7%) Domestic 3.2m (63.3%) Expenditure $752m International $147m Domestic $605m Regional Tourism Forecasts Tourism Strategy Group MED

6 Visitor Profile International Visits Holiday 53.8% VFR 32.7% Business 5.7% Education 4.3% Domestic Visits Holiday 31.2% VFR 51.1% Business 15.1%

7 Regional Stats Commercial Accommodation Monitor July 2011 Year End July 2011 Guest nights up 2.6% International up 9.1% Domestic up 1.0% Average length to stay up nights New Zealand YE Guest nights down 1.4%

8 The Last Six Months

9 Digital Marketing Hamiltonwaikato.com main platform Facebook & Twitter Media site Trade site Image Library Rugby World Cup site SEO benchmark report – monitor performance Content on New Zealand.com

10 International Marketing Australia Completed Joint Venture Campaign Activity Queensland Floods, changed focus VFR activity “Bring them Home” Mecurio’s Menu Australian Press Association, Australia famil (story dist. to all Australian press outlets) Sun Herald, Australia Famil Sunday Telegraph, Australia – RWC 2011 profile TNZ Travel Trade Event – March 2011

11 International Marketing Australia

12 International Marketing Long Haul Full member of Great New Zealand Touring Route (GNZTR) COR, HWT, BOP, ROT, TPO,HKB, EST, RUA Thermal Explorer Highway, Pacific Coast Highway Attended TRENZ Queenstown, IBO Event Hosted NASA Astronauts Trade visits from US/Canada, Japan, Thailand, China, Korea, Australia Media visits from Germany, Japan, China, US, Singapore, Netherlands, Thailand

13 New Zealand on a Plate Series (airing later this month) Tranz Scenic Magazine (Autumn edition) Arrival Magazine (Winter + RWC 2011) Auckland i-SITE training Museum Trail Brochure AA Tourism Campaign Domestic & General Marketing

14 AA Tourism Campaign Objectives: To generate awareness of travel experiences available in Hamilton & Waikato and Waitomo. To generate bookings for regional operators Budget: $25k with $10k contribution from Destination Waitomo Timing: Promotion to start late Feb/early March promotion for travel from March to June. Target Markets: Key regional fly market = Wellington and Christchurch Key drive market = Auckland, BoP and Taranaki

15 AA Tourism Campaign General results: Accommodation bookings for the region increased 51% YOY for bookings made on the AA Travel reservation engine at zero commission to operators. Across the travel deals profiled on AATravel.co.nz we generated 6,959 calls to action (clicks) Waitomo specific: $22,312 bookings in 2011 period vs.$8,993 bookings in the same period 2010 = 148% increase YOY. Waitomo Competition entries: 2,441

16 Meetings, Incentive, Conventions, Exhibitions Production of Convention Guide Attendance at Convene Auckland (Northland, Auckland, Waikato) Attendance at MEETINGS 2011 (Rotorua) New Convention Bureau established July 1 - Jenny Stokes Partnership Programme underway Operator visits, pitches, bids, famils

17 Rugby World Cup 2011 Key Focus prior to tournament Official Travel Agents Team hosting Online Content – Official Publications AA advertising - GNZTR During Tournament – Media & Team Hosting Virtual Media Centre Waikato Stadium Media Centre Media Hosting and Famils Team Hosting

18 Rugby World Cup 2011 Results – What we know now…... i-SITE traffic HLZ record numbers through the door (800 pax on NZ v Japan game day – previous record 350 pax) Paymark Data Game Day+ next day: 34% increase in spend Sept 11 v 2010: 4.5% increase in spend Ticket Sales – close to sold out Anecdotal – Waitomo operators record numbers, Claudelands, Hospitality, Accommodation Commercial Accommodation Monitor pending

19 Business Partnership Programme New RTO partnership model Partnership with tourism industry target $350K across range of initiatives “Opt in” to activities best suited to your business and budget 1.Hamilton & Waikato Visitor Guide Domestic Marketing Campaign 3.International Marketing Campaign – Australia 4.International Marketing Long Haul GNZTR – manual & trade event 5.Convention Bureau 6.Website

20 Regional Visitor Guide Official Guide for Region – recognised by TNZ & I-SITE NZ 100,000 copies printed, extensive distribution Key piece of consumer collateral for RTO Structure based on website, editorial, maps, supported by advertisers Minimum investment $210 - $2100 Break even basis Critical we have good representation across region – We need your support! Advertising closes off 14 October – Aimee Published December

21 International Marketing - Australia Joint Venture Programme changed due to TNZ budget cut & focus Partnership with TNZ Focus on Waitomo & Raglan supported by city hub $280k investment Build on previous activity - Awareness & appeal Support Pacific Blue, HIA Partnership with Major Operators Conversion focus TNZ Trade Training – November & March Trade Famil – Roadtrip (H&W + Coromandel) Association of Australian Travel Writers (Nov)

22 International Marketing – Long Haul Great New Zealand Touring Route Trade Manual – 25 operator listings Trade Manual – selling November, publication April 2012 Attendance at TRENZ May 2012 IBO Day – Auckland April 2012 GNZTR Explore Trade & C&I Event (GNZTR members) March 2012 – Auckland Mini TRENZ for central north island regions - Inbound & C & I focus Trade famils IMP programme - Society of American Travel Writers

23 Domestic Marketing Key market – increased activity Two campaigns Target $80K VFR campaign – local residents to enjoy what region has to offer, bring family & friends Radio and online Deals & incentives from operators Call to action hamiltonwaikato.com Family short breaks – School Holidays / Easter AA / Jasons etc Domestic marketing meeting Investment: $500 hot deals / $5,000 partner

24 Convention Bureau Key focus of RTO – venues, facilities, team-building activities, off-site dinners, accommodation, conference suppliers Value of business tourism $424 per day Partnership level $600 - $15,000 Convention planner – due out November Corporate, government, association conferences Incentive opportunities for activity products Bids, sales calls & pitching, famils / hosting C&I Trade Events – MEETINGS, Convene, GNZTR Explore Additional Convention section on hamiltonwaikato.com Partnership meeting – end November Longer term commitment

25 Hamiltonwaikato.com SEO benchmarking report Improve performance (visits, page views, bounce rates, time on site, repeat visitation) Content enrichment Update your listings on newzealand.com Content on newzealand.com Link to us! free listings, paid priority listings, advertising opportunities Online booking function – Bookit Exploring mobile site options Home page enhancements

26 LINK TO

27 Our Success KPIs – guest nights, expenditure, convention sector, website, activities implemented Long term Plan Process November – April Subsidiary company – moving to joint Council Controlled Organisation Retaining council support – all seven Industry support and investment - $350K target Working together Advocates for our sector

28 MONTAGE

29 Thank You For more information please contact us: HWT office Phone: Website:


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