1. P UHOI TO P AKIRI V ISITOR S URVEY U PDATE (www.regionalsurveys.co.nz) Simon Milne New Zealand Tourism Research Institute 1

2. There are three partners in this research - all contributing time, money, energy and resources:  New Zealand Tourism Research Institute (NZTRI) at AUT University  Steering Committee (10) each member represents a funding organisation (various business groups) in the region  Auckland Tourism, Events and Economic Development Ltd (ATEED) representing the interest of Auckland Council The Steering Committee and ATEED are looking to develop a five-year strategic tourism plan for the region. NZTRI is conducting this research to help inform the strategy. 2

3. 3 Visitor Survey Business Survey Community Survey Inform Strategic Plan Build Stakeholder Collaboration The surveys were launched in August 2010 and will continue through to end of March 2011

5. The following findings are based on (as at 17 January 2011): 267 Visitor Survey responses 131 Business Survey responses 187 Community Survey responses

6. V ISITOR S URVEY R ESULTS 6

7. Demographics – Visitors by age group 7 Visitors

8. Demographics – Gender 8 Visitors

9. Visitors’ average household income Visitors 9

10. 10 Visitors Who visitors travel with to the region

11. Where visitors come from 11 Outside NZ: Australia (n=12); UK (n=9); USA (n=9); Germany (n=2),... Visitors

12. Where visitors come from – sample vs. Stats* 12 Visitors Split international / domestic: Sample: 16 / 84 Stats: 19 / 81 Top 3 domestic origins: Sample: Auckland 83%; Northland 5%; Bay of Plenty 3% Stats: Auckland 48%; Waikato 20%; Northland 9% Top 3 international origins: Sample: Australia 32%; UK 24%; USA 24% Stats: Australia 35%; UK 13%; USA 8% *Stats: NZ Regional Forecasts for Auckland RTO (2009)

13. Length of stay 13 Visitors

14. Main reason for visiting the P2P area Visitors 14

15. Visited locations in the P2P area – including both day and overnight trips Visitors 15

16. Parry Kauri Kawau Island Mahurangi West RP Mahurangi Other Islands in the region Martins Bay Scandretts RP Goat Island 5% Pakiri 6% Other coastal areas 8% Leigh 11% Puhoi 10% Warkworth 14% Matakana 28% Snells Beach 18% Omaha Beach 15% Sandspit Algies Bay 1% 2% 3% 4% Ti Point Te Araroa WW Tawharanui RP 16 Overnight stays in the P2P area

17. 17 Visitors Type of accommodation used

18. How did you find out about the P2P area prior to your visit 18 Visitors

19. 19 Visitors Visitor ratings of aspects of the P2P area Scale: 1=Strongly disagree; 5=Strongly agree

20. 20 Visitors Visitor satisfaction with Arts, Culture & Events activities Scale: 1=Very dissatisfied; 5=Very satisfied

21. 21 Visitors Visitor Satisfaction with Nature Activities Scale: 1=Very dissatisfied; 5=Very satisfied

22. Visitors Visitor satisfaction with Other activities 22 Scale: 1=Very dissatisfied; 5=Very satisfied

23. Total visitor expenditure * Any expenditure that took place prior to arriving in the region including pre-paid packages and grocery shopping etc has been excluded * $75 per day x 2.7 visitors (av. Group) = $202.50 Expenditure NZ$* % spend in sector Per person per day Per person per day (spend specific) Accommodation 33$25$43 Vehicle running (petrol) & repairs 8$6$10 Local transport (e.g. rental car, taxi) 1$1$4 Restaurants/cafés/bars/cellar door/farmers market 24$18$23 Stores/supermarkets (e.g. food, drinks and domestic supplies 11$9$16 Other shopping/retail (e.g. souvenirs, clothes) 13$9$16 Tours (e.g. wine tours, guided walks) 8$6$13 Other expenditure (please specify) 2$2$7 Total 100 $75$131 Visitors 23

24. 24 What did you find most attractive or appealing about this region on your recent visit?

25. 25 What did you find least attractive or appealing about this region on your recent visit?

26. B USINESS S URVEY R ESULTS 26

27. Business How long has your business been operating? 27

28. Business What is the primary focus of your business? 28

29. Business Where is your primary business located? 29

30. Business What percentage of the annual turnover would you estimate comes directly from visitors? 30

31. 31 Business Business responses to statements about the visitor industry Scale: 1=Strongly disagree; 5=Strongly agree

32. 32

33. 33 Business How important do you believe each of the following is for this region? Scale: 1=Very unimportant; 5=Very important

34. 34 Major challenges for P2P businesses in next 5 years

35. 35 Major opportunities for P2P businesses in the next 5 years

36. C OMMUNITY S URVEY R ESULTS 36

37. Community Gender *Stats: 47% male 53% female 37 *Estimated Sub-national Population for Warkworth (2010)

38. 38 Community Age groups

39. 39 Community Age groups - sample vs. Stats* *Estimated Sub-national Population for Warkworth (2010) Note! 0-14 age group excluded from stats

40. Pakiri 3% Leigh 10% Puhoi 7% Warkworth 20% Matakana 18% Snells Beach 13% Sandspit 3% Algies Bay 2% Kawau 1% Mahurangi 2% Mahurangi West 2% Ti Point 1% Omaha 1% Rainbows End 1% Where in the region do you live?

41. 41 Community Average length of residence: 14 years (range 1-72 years) Employment status

42. 42 Community Do you work in this region?

43. 43 Community If you work in this region - do you work in an organisation which provides services and/or products to visitors? NB Of the total sample 48% work in tourism and fields in the region

44. 44 Community Importance of tourism to local economy

45. 45 Community Impact of tourism on community quality of life

46. 46 Positive impacts of visitors coming to the region

47. 47

48. 48 Negative impacts of visitors coming to the region

49. 49 Negative impacts – some quotes

50. 50 Community Resident responses to statements about the impact of visitors to the region Scale: 1=Strongly disagree; 5=Strongly agree

51. 51 Community Should promotional campaigns be used to encourage visitors to the region?

52. 52 Community What do you think are the three most important features that should be used to promote the P2P region to visitors?

53. 53 Most attractive or appealing aspects about living in this region

54. 54 Least attractive or appealing aspects about living in this region

55. 55 What kind of visitor experiences would you like to see developed in the region?

56. 56 Development of new visitor experiences – some quotes

57. The region’s name?

58. 58 Community – do you associate any particular name with the region which stretches from Puhoi to Pakiri? * Includes: ‘Matakana’ ‘Matakana Coast’

59. Businesses – do you associate any particular name with the region which stretches from Puhoi to Pakiri? 59 * Includes: ‘Matakana’ ‘Matakana Coast’ ‘Matakana Coast Wine Country’

60. 60 Visitors – do you associate any particular name with the region which stretches from Puhoi to Pakiri?

61. Some Take Away Thoughts Tourism is a vital and well supported part of the regional ecconomy. Infrastructure and crowding are critical issues and appear to conflict directly with the visitor and community interest in nature, tranquility, beach… Business cooperation is somewhat limited A need to develop new dimensions to the regional tourism experience Visitors are generally satisfied but there is room for improvement. With improved quality comes opportunities to increase yield Build on strengths and don’t rest on laurels…. Work Together

62. Added Value from the Partnership Graduate students Undergraduates Links into secondary school International graduate interns Global case study

64. P2P on Twitter

65. Hawke’s Bay

66. 66

68. Where to from here... Key Challenges: Capturing email addresses accurately Raising awareness of the survey Getting industry and broader community on-going support Maintaining the momentum of the survey over time 68

69. Ways to promote http://www.regionalsurveys.co.nzhttp://www.regionalsurveys.co.nz to visitors: Business mailers Flyers, posters, general media Hard copy options Major hubs Accommodation, services and attractions Key information points – i-sites Events SAMPLE AIM: Minimum 400-500 …maximum?? 69

70. Ideas to help promote Your Survey Email Signature –always include http://www.regionalsurveys.co.nzhttp://www.regionalsurveys.co.nz in the signature line of your business emails Social Networks –try starting a Facebook Group... Use MySpace or Twitter to build up buzz Blog It – If you run a blog, use it to publicise and promote your online survey Online Web Forums – Post the link to the survey http://www.regionalsurveys.co.nz within the appropriate forums and then politely ask participants to complete the survey http://www.regionalsurveys.co.nz 70

72. Thank You Simon Milne simon.milne@aut.ac.nz 09 921 9245 72