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Leading Tourism in the Coromandel

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CHAIRMAN’S report The importance of the visitor industry’s contribution to regional GDP is becoming more widely understood throughout New Zealand, and so too is the challengeLEADING to deliver TOURISM visitor spend equal IN to, or above, the equivalent national measure for our region. Destination Coromandel’s core business is destination marketing, and the focus continues to be directed towards the domestic market. At $250 million theThe domestic Coromandel market makes up 80% of the visitor spend in our region. The Coromandel is also enjoying growth in international spend, beyond the national measure. This year we launched a 10 year plan to grow visitor spend in line with national aspirations of Towards 2025. Product development, seasonality and quality were deemed the three points of focus that would help The Coromandel achieve its vision while also providing an efficient return on investment to our stakeholders. From an organisational perspective, taking time to improve the structure and reporting requirements will allow more time in the market place to lead discussions with our stakeholders on issues that will have a true impact on our key performance indicators, and ultimately help drive visitation to The Coromandel. In committing funds for the next three years our key stakeholders, Thames Coromandel District Council and Hauraki District Council, demonstrated confidence in results achieved and a desire to grow tourism’s economic contribution to The Coromandel. Brent Page Chairman Karangahake Gorge DESTINATION COROMANDEL Annual Report 2015/16 page [ 1 ] EW CHUM TAL WALK N AS W O A C Y CAPE COLVILLE Fletcher Bay CONTENTS COASTAL PORT JACKSON WALKWAY Stony Bay Sandy Bay M OE Fantail Bay H AU Destination Coromandel, PORT RA CHARLES N G Mission, Vision, Purpose E ANDEL ITIANG M TO WH A RO W & Industry Measure p5 O N C Waikawau Bay Otautu Bay Our Story p6 HAURAKI COLVILLE Our Brand p7 GULF Amodeo Bay Kennedy Bay Our Position p8-9 Papa Aroha NEW CHUM Otama KAUR BEACH KUAOTUNU DRAL 309 IS Beach HE CO How we can help p10 Shelly Beach MATARANGI BAY AT V WHANGAPOUA BEACH C E Long Bay Opito Bay COROMANDEL TOWN 25 To Auckland Coromandel Harbour Waitaia Bay PASSENGER FERRY Te Kouma WHITIANGA Mercury Bay Manaia Cooks 309 Beach Marine Reserve Kauris CATHEDRAL COVE MES CO Ferry HAHEI ATER B A AS Landing T W EA TH T O C H H Waikawau HOT WATER COROGLEN BEACH 25 WHENUAKITE Orere 25 Point TAPU Sailors Grave Rangihau Square Te Karo Bay NN WAIOMU Valley IRU PI ACL Kauri TA A HE E To Auckland T S FIRTH Te Puru TAIRUA 70km OF THAMES PAUANUI KAIAUA Hikuai PINNACLES Puketui Tararu WALK Shorebird Coast Slipper Island (Whakahau) THAMES Kauaeranga Valley OPOUTERE Pukorokoro/Miranda < To Auckland 25a IRD ILDL REB CO Kopu A W IFE O A ONEMANA R S H S MARAMARUA U A S T K N 25 A Pipiroa C U T Waitakaruru N U 2 E A WHANGAMATA H R Y Wentworth Donut Island W 2 Mangatarata Valley (Whenuakura) NGATEA 25 27 Hikutaia Waimama Bay 26 HAURAKI Whiritoa PAEROA RAIL TRAIL WAIHI To Rotorua/ Netherton Taupo PAEROA Waikino Mackaytown WAIHI 2 OROKAWA BAY Tirohia KARANGAHAKE GORGE Waitawheta WAIHI BEACH KI RAIL Athenree GAHAKE RA TR N GO U A A R A I Bowentown R G H L A K E To Hamilton TE AROHA To Rotorua 80km To Tauranga 70km The Pinnacles DESTINATION Coromandel Destination Coromandel is the regional tourism organisation charged with marketing The Coromandel to both the domestic and international markets for the purpose of increasing visitor spend in The Coromandel. Established in 1991 as Tourism Coromandel it was then restructured to Destination Coromandel in 2012. In 2015 ownership and managment of the Thames and Whitianga i-SITE Visitor Centres was transferred and now forms the visitor services team at Destination Coromandel. MISSION To attract year-round visitation to The Coromandel VISION The Coromandel is New Zealand’s must visit destination PURPOSE Promote tourism that enables sustainable development of our environment and enhances our communities INDUSTRY MEASURE To deliver to our region annual visitor spend equal to or greater than the equivalent annual measure* Glass Bottom Boat Cathedral Cove Coastline DESTINATION*Industry COROMANDEL measure: MBIE Annual Monthly Report Regional 2015/16 Tourism page Estimates [ 5 ] OUR Story OUR Brand 400km of coastline surrounding a mountain range cloaked in sub-tropical forest. Endless golden beaches and hidden The Coromandel is Good for your Soul bays to enjoy. Walking tracks and cycle trails to explore. All just one hour down the road from New Zealand’s largest The Coromandel good for your soul is the regional brand and tagline for The Coromandel. Geographically this includes airport and city. Charming old-world towns and intriguing relics in the rugged hills connect you to the past and its Thames Coromandel and Hauraki Districts. Locally The Coromandel good for your soul speaks to the region’s four people. Inspiring landscapes attract many talented artisans, whose studios and workshops are hidden in the green pillars; essentially homegrown, a simple way of life, golden heritage and where kiwis holiday. Externally and in the valleys. Creativity and originality abound, making this the ideal place to recharge your senses. Its all in The Coromandel, visitor market its purpose is about stirring desire and stimulating action. It’s about creating a dream and converting the a place where Kiwis holiday and where it really is good for your soul. dream to visiting The Coromandel. It connects on an emotional level and creates a vision of the culture and ethos of The Coromandel. ESSENTIALLY HOMEGROWN on The The Coromandel, WHERE KIWIS HOLIDAY Our work must live up to the brand promise and contribute to the brand value and equity. Everything associated with Coromandel Whether you’re heading for the campground, bach The Coromandel good for your soul, including imagery, messaging and content must reflect the brand pillars and ethos The bohemian nature of locals is embodied in their or something more glamorous, “endless” summer of The Coromandel, only then does it receive the stamp of approval - The Coromandel good for your soul logo. sustainable hunter-gatherer lifestyle and shared through barbeques, fishing expeditions, bush walks to swimming holes, and picnics at the beach await you. their artisan produce, whimsical crafts and fine arts, and HISTORY GEOGRAPHICAL BOUNDARY relaxed warm hospitality. The Coromandel, OUR GOLDEN HERITAGE The regional tourism organisation responsible for The Coromandel encompasses both the Thames- The Coromandel, A SIMPLE WAY OF LIFE Discover the relics and stories of those who came before, marketing The Coromandel as a visitor destination Coromandel and Hauraki Districts, from Orere Point at the Kiwis are at their best when they are on holiday in The and come away with a deeper understanding of the was established in 1991. Towards 2020, the founding top of the Seabird Coast to Orokawa Bay on the Eastern Coromandel. Take a break, slow down and reconnect with people and this place. document for the organisation, highlighted the side and down to the Karangahake Gorge in the South. life as it should be. importance of the brand as reflected in the extract below: When referencing the region, The Coromandel is written n The Coromandel brand and marketing should reflect in italics to emphasize the region as a visitor destination. the region’s commitment to sustaining the natural WHY THE COROMANDEL environment. n Differentiates between the region (The Coromandel) n All local and regional marketing should reflectThe and the town (Coromandel Town) Coromandel brand, ensuring that visitors who respect n Introduces and reiterates (by association) what makes As a place where Kiwis holiday, the special values and experiences of The Coromandel the region special. The Coromandel’s iconic coastline are attracted. n Encapsulates the Hauraki Plains as well as the n reveals hundreds of natural To market and manage a world-class – and thus high Coromandel Peninsula hideaways yield – visitor experience, The Coromandel must guarantee quality and a high level of service. Coastal Walkway The Coromandel good for your soul is the regions consumer brand. Destination Coromandel are the guardians of the brand and are charged with ensuring it is used in accordance with the brand guidelines. OUR Position Visitor Spend in The Coromandel Total Visitor Nights 4.2million There’s never been a better time to engage in The Coromandel tourism MONTHLY REGIONAL TOURISM ESTIMATES industry, with successive highs being (Monthly Visitor Spend) TO THE COROMANDEL Total Visitor Nights in Total Visitor Nights Registered Commercial recorded in visitor arrivals, nights and including VFR Total Visitor Accommodation 4.2m spend data. Spend 920k $458m The opportunity to maximise yield during the peak is illustrated by the CAM Nights YE June 2018 AA Traveller & IVS YE July 2018 volume of visitors in the region, while TCDC HDC the growing number visiting in the Total Visitor Total Visitor shoulder seasons presents a more $370m $88m Tourism GDP contribution sustainable opportunity than what’s been available in the past. $ MILLIONS Hauraki Thames Coromandel To make the most of this opportunity Domestic Domestic Coromandel International International District $272m $75m 3.9% existing businesses need to increase $98m $12m 17.2% their appeal and value to the visitor market, as do new businesses who Monthly Regional Tourism Estimates as at year end July 2018 As at the 2017 Infometrics need a plan to address dramatic drop off in the low season. YEARS The domestic market provides 80% of total visitor expenditure to The TOTAL VISITOR SPEND Coromandel. 70% of the total visitor TOTAL VISITOR SPEND TO THE COROMANDEL FOR YEAR TO JULY 2018 spend in The Coromandel comes ■ Auckland 5% from our drive markets (Auckland, 9% Waikato and Bay of Plenty).
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