MANAWATŪ-WHANGANUI GROWTH STUDY 2015 FIGURE 17: COMPOSITION OF VISITOR SPENDING % OF TOTAL, 2014 Domestic International 100% 90% 13% 80% 41% 70% 60% 50% 40% 87% 30% 59% 20% 10% 0% Manawatu-Wanganui NZ Source: MBIE, NZIER calculations FIGURE 18: SEASONALITY OF ACCOMMODATION Percentage of annual visitors in month (2014) Taranaki, Manawatū, Whanganui Otago NZ 14% 12% 10% 6. OPPORTUNITIES AND ENABLERS 8% 6% 4% 2% Opportunities to lift shoulder season visits 0% Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Source: Statistics New Zealand, NZIER calculations As illustrated in Figure 18, the sharp dip in the autumn and the sluggish growth through spring – the shoulder seasons – are obvious opportunities to capitalise upon, with the right sort of offering and marketing. It is likely that mountain bike opportunities will not only extend the summer peak, but will also extend the shoulder seasons, particularly in the autumn when the weather is more reliable. NZIER & HENLEYHUTCHINGS Page I 67 MANAWATŪ-WHANGANUI GROWTH STUDY 2015 FIGURE 19: OCCUPANCY RATE OF SHORT TERM COMMERCIAL ACCOMMODATION Percentage of capacity guest nights Manawatū-Whanganui NZ 60 50 40 30 20 10 0 2001 2002 2004 2006 2007 2009 2011 2012 2014 Source: MBIE, Statistics New Zealand Interestingly Figure 19 illustrates that Manawatū-Whanganui has a less volatile seasonable pattern than New Zealand generally and the extensions to the offering could help to flatten this volatility even more. Growth of Cycling Cycling is a world-wide phenomenon. New Zealanders of all ages now ride, with over 75,000 taking part in events in 2014.18 Tourism New Zealand research information shows a positive 47% trend in growth from international cycling tourism from 2008 to 2012 19. The largest part of that growth is in mountain biking. Comparative growth rates are evident in Australia and North America, which are significant sources of tourists to New Zealand. Major marketing initiatives are attracting an increasing number of mountain bikers to the Whakarewarewa Forest near Rotorua and similar efforts are unfolding in partnership with the Taupo Regional Tourism Organisation (RTO).20 There is no reason why the Ruapehu area should not leverage these initiatives. Its offerings are compatible and sit well with the mountain biking traveller wanting to stitch one trail ride into a sequence with others in neighbouring regions. 18 From Cycling New Zealand 19 Refer to Tourism New Zealand 2013 Study into International Cycling Tourism 20 See for example the central North Island mountain bike marketing network. An overview is provided at http://www.bayofconnections.com/sector-strategy/sport-and-recreation/ PAGE I 68 NZIER & HENLEYHUTCHINGS MANAWATŪ-WHANGANUI GROWTH STUDY 2015 There is also scope to link into the parallel interest in road cycling. There are two premium ‘Great Ride’ New Zealand Cycle trails in the region21 - the ‘Mountains to Sea’ ride and the ‘Timber Trail’. The ‘Mountains to the Sea’ (M2C) ride, although only just recently sealed, is gaining an increasing reputation for its character and beauty. The opportunity is to maintain and improve the quality of these trails (and supporting services) as part of the national cycle trail brand - in much the same manner as has been achieved for Great Walks like the Tongariro Crossing and the Tongariro Northern Circuit. A 2012/13 report evaluating the benefit of the Great Rides provides a case study of the benefits to the local economy of the Mountains to Sea cycle trail. It identified numerous benefits to the region and the estimated spend arising from trail use. It also records22 the results of discussions with Ohakune businesses who, among other things, noted the support for creating year round opportunities for businesses and thereby allowing full time staff to be employed on skiing activities over winter and mountain biking over summer. This has flow on benefits for school roles and the general dynamic of communities. Strong support from four Regional Tourism Organisations (RTOs) and the Department of Conservation 23 The region is well served by three Regional Tourism Organisations (RTOs) all of whom also work closely with Destination Lake Taupo and the Department of Conservation (DOC). The Whanganui Māori Regional Tourism Organisation Trust Board is also active. A ‘can do’ and ‘willingness to collaborate’ attitude is more than evident. Visit Ruapehu, one of the RTOs in the region, is a small but impactful player. They have enjoyed some success in working to build customer friendly packages tailored for the convenience of visitors and aligned to the area’s attractions and providers e.g. packages involving ski hire, lift pass, transport, bike hire and accommodation. This is part of a concept known as ‘Grab One’ deals. There is scope to do similar packaging for international travel wholesalers and individual consumers. Visit Ruapehu has also been marketing mountain biking since fledging trails first opened in the area and has been working with other RTOs in Taupo and Rotorua to collectively promote the wider region as 6. OPPORTUNITIES AND ENABLERS a cycling destination. This includes involvement in a collective marketing network called ‘Explore Central North Island’24. Rail tourism also has an important role to play in the growth of regional tourism in the Central North. Kiwi Rail’s ‘Northern Explorer’ carried 32,14425 passengers during the financial year 2013-2014. It had a successful summer season with 21% growth in February 2015 compared to one year earlier, with stops at National Park and Ohakune. 21 The Timber Trail is more suited to mountain bikers and it too is gaining a reputation as being ideal for riders of all ages and skills. 22 See page 70 onwards of www.nzcycletrail.com/sites/default/files/uploads/NZCT%20Final%20Report%20- %20Angus%20and%20Angus.pdf and also www.nzcycletrail.com/sites/default/files/uploads/case-study-NZCT-TCB-Ohakune.pdf 23 These are Visit Whanganui, Destination Ruapehu and Destination Manawatu 24 See http://www.explorecentralnorthislandnz.com. 25 Ruapehu District Council: Scenic rail in the central North Island. REV1: 30th April 2015. NZIER & HENLEYHUTCHINGS Page I 69 MANAWATŪ-WHANGANUI GROWTH STUDY 2015 An important additional development could be an integrated shuttle/coach/rail connection between Rotorua, Taupo and National Park each day to meet the train. DOC, as the manager of many of the region’s outdoor assets, is an important partner in continuing to build and market the area as a premium destination. The Tongariro Crossing The Tongariro Alpine Crossing in Tongariro National Park is among the most popular day hikes in the country26 and is rated as one of the world’s best one day walks. The Tongariro National Park is also a World Heritage site known for both its natural and cultural significance. It will continue to be a focal point for domestic and international travellers. Diversity of visitor offerings beyond the Ruapehu area The focus of the opportunity discussed in this part of the report is on the Ruapehu and Whanganui Districts but the objective of increasing tourism was something that was discussed at meetings with informants from all parts of the region. They identified opportunities covering an area separate from and much wider than Ruapehu. These opportunities could all benefit from better packaging and marketing on a bigger scale. They include the following attractions: Tararua: An opportunity exists to promote and grow visitors to the mountain biking and walking tracks at the Eastern End of the Manawatū Gorge. Visitor interest in the Tararua wind generation farms was also noted. In general it was felt that uncrowded hunting, fishing and trekking opportunities in the northern Ruahine and Tararua ranges were an under-recognised asset of the District. Informants supported the ‘leveraging’ opportunities referenced above. They wanted to give further attention to establishing links to promotional efforts and programmes established for attractions in neighbouring districts and regions such as Hawke’s Bay and further afield. Norsewood would be a particular beneficiary of such attention. Rangitikei: The beauty of the Rangitikei River gorge, particularly in the headwater regions, and the associated farm stay, rafting, hunting and trekking opportunities in this area are viewed by informants as a forgotten treasure. These attractions have sometimes been overshadowed by the attention directed toward the Whanganui and Tongariro National Parks and would benefit from ‘joined up’ promotion. Whanganui: There is growth occurring in the Whanganui Journey Great Walk and M2C cycle trails - both recognised nationally for their recreational values. There has also been observed growth in the Whanganui Journey over several years and there are opportunities to extend tourism packages further down the Whanganui River to the township. Connections with Taranaki involving the Forgotten Highway and the Matemategonga Track are reference elsewhere. 26 NZ Herald, August 19th, 2014, Mike Smith, Ruapehu Trust General Manager says ‘100,000 walked the crossing last summer’. The Tongariro Crossing is rated best 1 day walk in New Zealand and in the ‘Top 10’ one day walks in the world by National Geographic. PAGE I 70 NZIER & HENLEYHUTCHINGS MANAWATŪ-WHANGANUI GROWTH STUDY 2015 Not all tourist opportunities involve adventure recreation. Whanganui is known as a provider of facilities suited to high performance sports. New opportunities include: Marketing Whanganui Collegiate as a summer school for Indian cricketers (catering for the growing Indian middle class). Convening an international event, perhaps to be known as the ‘Iron Wakarama Māori’ Race’ over a distance of 100 km race from Pipiriki to Whanganui. Growing cultural tourism experiences which connect marae of the Whanganui River to the growing interest in the tourism, educational and recreational experiences to be had in the Whanganui National Park. TABLE 5: EMPLOYMENT IN TOURISM RELATED INDUSTRIES Employment (**) % growth, Element:* Number, 2014 % of total Specialisation 2004-2014 Broad areas NZ 160850 8 10 .