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Summary Report Hibiscus and Bays Ecotourism Strategy Development Phase One: Local Tourism Audit

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Summary Report Hibiscus and Bays Ecotourism Strategy Development Phase One: Local Tourism Audit Summary report Hibiscus and Bays Ecotourism Strategy development Phase One: Local tourism audit The New Zealand Tourism April 2018 Research Institute Table of contents Introduction ....................................................................................................................... 1 The approach ..................................................................................................................... 2 Local Tourism Audit ............................................................................................................... 2 Database development and mapping tourism assets ........................................................... 3 Local Tourism Audit ............................................................................................................ 3 Web Audit .............................................................................................................................. 3 Visibility on national tourism portals ................................................................................. 3 Visibility – Auckland region ................................................................................................ 4 Local tourism websites ...................................................................................................... 4 Mapping of ecotourism and related assets ........................................................................... 6 On-site experience audit ........................................................................................................ 9 Gulf Harbour ...................................................................................................................... 9 Shakespear Regional Park ................................................................................................ 11 Okura Bush Walkway ....................................................................................................... 13 Conclusions and recommendations .................................................................................. 16 Immediate opportunities .................................................................................................... 17 i Acknowledgement: The New Zealand Tourism Research Institute (NZTRI) at the Auckland University of Technology AUT) conducted this research on behalf of Hibiscus and Bays Local Board. This report was prepared by Carolyn Deuchar, Eilidh Thorburn and Simon Milne, with contributions from Suzanne Histen, Paul Senior and Huế Hoàng. NZTRI acknowledges the support and input from Auckland Tourism Events and Economic Development (ATEED) to guide the research. ii Introduction This report presents research into the opportunities that can support the development of Hibiscus & Bays (H&B) as an ecotourism destination and was commissioned by the Hibiscus and Bays Local Board (HBLB). The report commences with a review of the research approach and then summarises findings from a Local Tourism Audit (online and on-site experience audit). Data is transferred to, and plotted on a Google Map that shows visitor attractions and activities including a rich array of nature based tourism in the Hibiscus and Bays area of Auckland. The map is available on http://www.nztri.org.nz/hibiscus-and-bays. The report concludes with a set of immediate actionable outcomes that highlight opportunities to make more of Hibiscus and Bays as an ecotourism destination. For the purpose of this report, Ecotourism is defined as "responsible travel to natural areas that conserves the environment, sustains the well-being of the local people, and involves interpretation and education" (The International Ecotourism Society, 2015). Ecotourism typically involves travel to destinations where flora, fauna, and cultural heritage are the primary attractions. We need to remember, however, that Ecotourism is a subset of tourism more generally and the key objective must be to find more sustainable outcomes for all forms of tourism in the Hibiscus and Bays area. The geographic area covered incorporates the East Coast Bays and Hibiscus Coast subdivisions. The area stretches from Waiwera in the north to Campbells Bay in the south across the Whangaparaoa Peninsula out to Tiritiri Matangi Island (see Figure 1). Figure 1: The research area: Hibiscus and Bays Source: Auckland Council, Hibiscus and Bays Local Board area map 1 The report should be read in conjunction with Appendix 1 Inventory of assets, services and attractions for Eco tourists/visitors to Hibiscus & Bays.xls. A detailed web audit report that underpins the summary provided in this report can be found in Appendix 2 - Audit of the web presence of Hibiscus and Bays (visitor experience). The approach Local Tourism Audit A local tourism audit (online and on-site) was completed in March 2018 and focused on how visible and interactive the Hibiscus and Bays area is from a visitor perspective. A team of five auditors (‘Mystery Visitors’) consisted of one international and four domestic visitors covering a range of age groups. All but one of the auditors are avid walkers, trampers, cyclists and outdoor enthusiasts, including two who frequently go sailing, paddling and/or kayaking. The other is interested in ‘soft’ adventure including beach walks, birdlife, flora, culture/heritage and good food. Mystery Visitors first conducted an audit of the web presence of each area at an international, national, regional and local level in order to understand ‘what’s on the web’ for potential visitors to Hibiscus and Bays. The web audit focused on the availability of information online (websites, portals, review sites, blogs, social media) about the businesses, community, and attractions associated with the visitor experience. Auditors considered the way the web presence incorporates local content and how local knowledge of H&B is conveyed to the outside world. The audit also considered the nature of linkages between existing websites, and the degree to which the web presence is supporting intra and inter urban/regional connections. The web audit is designed to answer a range of questions including: How well is the area linked to from global, national and regional tourism web portals? What might I do when I visit? What would the experience be like? Why is this destination interesting or attractive to me? Where are the parks, walkways, trails and outdoor areas and is it easy to find information on how to get there? What do online reviews say about the area? What are others saying about the experience of visiting this place? What might I spend my money on? What information is available on the towns and settlements of Hibiscus and Bays? Mystery Visitors then conducted on-site experience audits with visits to each of three local areas - Gulf Harbour, Shakespear Regional Park and Okura Bush Walkway. The three cases were chosen by HBLB as being the most strategically important areas to focus on for the ecotourism audit. The on-site audit was guided by the following themes: Can the visitor find their way or do they get lost? How effective is street signage? Where can the visitor find 2 information? Are there opportunities to learn about (for example) local birdlife, flora and fauna, conservation initiatives, and local culture/heritage? To what extent are visitors to local areas enticed to explore other areas of the Hibiscus and Bays region? Are visitors who are making use of the natural/community resources of the area encouraged to visit nearby retail areas? NZTRI researchers reviewed the ability of each of the three local areas to create a positive visitor experience, and considered the level of attractiveness of the local attractions and retail offerings that would bring visitors/eco-tourists to the H&B area. NB: Full audit reports from the ‘Mystery Visitors’ are available on http://www.nztri.org.nz/hibiscus-and-bays Database development and mapping tourism assets NZTRI conducted desk-based research, sourcing information online and ‘snowball’ techniques to develop a database of relevant business and community organisations and visitor experiences. The Web Audit also informed this aspect of the local tourism audit. An inventory of nature-based and other tourism offerings in the local areas was mapped using Google maps. This database (Appendix 1) and maps feature tourism and other businesses, business associations and community groups as well as visual representations of tourism offerings in the Hibiscus and Bays area. Local Tourism Audit Web Audit Visibility on national tourism portals Google searches with keywords commonly used by visitors to Auckland, or information on national portals (e.g. www.newzealand.com) provide an overall impression that Hibiscus and Bays offers some of Auckland’s most beautiful coastline and natural environment. However, there is little to tell the visitor about the character or vibrancy of the H&B areas. The H&B area is not very visible online when searching for ‘things to do’, ‘places to go’ etc. in Auckland (or New Zealand). Visitors are not often prompted to visit websites with information about H&B. Top Google results focus on places to be found in the Hibiscus Coast and Whangaparoa areas including Shakespear Regional Park, Orewa Beach and Tiritiri Matangi. Our auditors report that there is little that describes the places of the H&B area as being unique and distinctive to others parts of Auckland. It is worth noting that Google searches for ‘Hibiscus Coast’ returned results for the Hibiscus Coast in Africa on several occasions. The national
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