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

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.

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

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 tourism portal www.newzealand.com provides some good information on H&B if you look for it or if you know about specific places to visit. As an example, there are 23 ‘results’ when searching for Tiritiri Matangi with some results (e.g. ‘visitor information’)

3 leading to an article on Great Barrier Island. When searching for ‘Hibiscus Coast’ on the national portal, there are eight results and only five of these relate to listings in the H&B area: other links are to places in the South Island, Rotorua and Northland. However, when looking for general information about ‘nature and wildlife’, walks, cycle ways, beaches, parks and outdoor areas, H&B does not appear to the visitor as a destination worth visiting.

The auditors also searched for information on www.doc.govt.nz – the website of the Department of Conservation. While H&B does not easily appear to the visitor, there is a good level of information on this site about places of interest after a search for various locations in H&B. Tiritiri Matangi Island walks appear in the ‘Family friendly walks and tramps’ section of the DOC website. Good information is available about Shakespear Regional Park, and Okura Bush Walkway however, after our Mystery Visitors conducted an on-site experience audit of Okura Bush Walkway, they expressed concern about the DOC information on this track; especially the ‘ease’ of completing the walk and also the length of time it took to do so. There are excellent brochures published by DOC on walks and parks in the H&B area and auditors thought better use could be made of these brochures. For example, linked to from other local websites, and printed copies of the brochures at various points around the parks and walkways. When thinking about the overall visitor experience, better linkages from national portals are needed to other places in H&B, including information on activities, accommodation/hospitality, and attractions.

Visibility – Auckland region Aucklandnz.com provides good information that will entice people to visit Hibiscus and Bays. The Hibiscus Coast has a high level of visibility on aucklandnz.com. Shakespear Park, Long Bay, Orewa Beach, Te Ara Tahuna walk/cycleway also feature in various ‘Top 10’ lists and there is a good level of information about activities and accommodation in the Hibiscus Coast area especially. These include Waiwera Geothermal Pools and SnowPlanet. To improve visibility and strengthen the information about H&B on aucklandnz.com, links to local portals are needed and more listings for activities and ‘things to do’ including beaches and walkways and tracks. Auditors did not find it easy to locate information on transport to or around the area, food and beverage options, heritage, and cultural activities. Content on aucklandnz.com is often sorted alphabetically and could be randomised to ensure places in H&B are more visible to potential visitors. One auditor commented that she “would also love to be able to sort information by ‘places’ in H&B”.

Local tourism websites At a local level there are many websites that offer information about places and points of interest in H&B, including: http://www.orewabeach.co.nz https://www.linku2hibiscuscoast.co.nz http://www.gowhangaparaoa.co.nz/ https://mairangibayvillage.co.nz http://www.brownsbay.org.nz/ http://www.torbay.co.nz/

4 http://www.tiritirimatangi.org.nz/ https://www.whangaparaoa.info http://regionalparks.aucklandcouncil.govt .nz/shakespear

When searching for things to do, walks, beaches, and nature-based activities, as well as for places to eat and stay, auditors found the GoWhangaparoa website to be the most useful. Mystery Visitors also used this site when they planned their visits to Gulf Harbour, and Shakespear Park – information for the latter was particularly useful. They also found useful information on www.orewabeach.co.nz to help them with trip planning to Hibiscus Coast. This website offered links to other places in the H&B area, and there were links to places in Rodney and other parts of Auckland. It would be good to see further links to places in East Coast Bays on this website. This level of sub-regional information helps the visitor to get information on what else they may do should they visit, and encourages a longer stay. Some auditors noted that while this website had a lot of content it was sometimes confusing and difficult to navigate. There is also some good information for visitors on www.brownsbay.org.nz and auditors commented on the ‘community vibe’ of the site. Information on www.torbay.co.nz included very useful PDF brochures on local walking tracks.

While most websites for local business associations and retail areas offer some level of information relevant to the visitor, only one auditor (of five) came across link2uhibiscuscoast.co.nz and whangaparaoa.info and thought these sites offered potential for further development. Auditors found it difficult to find information about public transport to/from the H&B area.

In summary, the web presence of Hibiscus and Bays offers a satisfactory level of information about opportunities for visitors to immerse themselves in beautiful natural environments and ‘escape’ the city. However, there is a lack of a cohesive web presence with information for the visitor (and locals) and a relatively low level of visibility across national, regional and local portals/websites. There is a need for improvements in visitor information and promotion of individual places – especially in East Coast Bays. Auditors did not find it easy to get a clear idea of the type of visit available or a ‘sense of place’ from the web presence for local areas. Hibiscus Coast has a particularly strong local identity with residents often referring to themselves as ‘Coasties’. To help visitors find ecotourism attractions and unique offerings by uncovering the region’s significant assets, more information is needed on local culture and stories, community spirit and conservation initiatives, and the overall vibrancy of the Hibiscus and Bays area.

As one auditor comments:

“This region has huge potential to develop as a destination but at the moment [from the online audit] it isn’t appealing enough to me to actually take the time to figure out how to get there. The pull factors just aren’t strong enough”.

Mapping of ecotourism and related assets In total, there are over 200 inventory items with ecotourism and related assets in the database (Appendix 1) and on the Google Map. Classifications include:

 Parks and nature-based (terrestrial)  Coastal and marine areas  Culture and heritage  Cycle and walking trails  Accommodation  Other Activities and attractions  Food and beverage  iSites and information centres  Retail areas  Conservation and community orgs and business associations

There are 51 icons marking cycling and walking trails, coastal and marine areas, outdoor/natural areas and parks (see Figure 2). These provide a range of opportunities for visitors and residents who are interested in outdoor pursuits, including bird watching, flora and fauna including native trees, walking, cycling, coastal and marine as well as myriad activities and attractions and other points of interest in the inventory. There are significantly fewer opportunities available for those who are interested in the culture and heritage of the H&B area.

Figure 2: Hibiscus and Bays ecotourism attractions (Parks and nature-based, coastal and marine areas, cycle and walking trails)

Attribution: Map data @2018 Google – Data | Points of interest @NZTRI

The maps show that H&B is an area that is indeed rich in tourism assets and the majority of these are clustered around coastal areas (Figure 3).

Figure 3: Additional layers added to the Google Map (Activities and attractions, retail areas, food and beverage options, accommodation).

Attribution: Map data @2018 Google – Data | Points of interest @NZTRI

From the web audit and on-site visits, NZTRI researchers identified local iconic attractions that are significant hubs of nature-based experiences for visitors and resident. These are Te Araroa – New Zealand’s Trail (north entry), Shakespear Regional Park and Heritage Trail, Okura Bush Walkway, Tiritiri Matangi, Orewa Beach and the Te Ara Tahuna Estuary Cycleway and Walkway, and Long Bay - Okura Marine Reserve (see Figure 4).

Figure 4: Hibiscus and Bays iconic attractions

On-site experience audit

Gulf Harbour General impressions: marina, boating, golf, green and peaceful, closed off, not much to do

Getting there and getting around ‘Mystery Visitors’ did not report any problems using public transport to get to Gulf Harbour by ferry from the city. The ferry ride was pleasant. Visitors noted a missed opportunity to promote areas around Hibiscus and Bays on board – the only destination promotional material on board focused on the Coromandel. The visit was conducted on a weekday as the ferry does not run on the weekends and our visitors felt that the current schedule restricts access to the area for visitors. Our visitors did not find any public toilets – other than those situated in cafes/restaurants.

To improve a visit to Gulf Harbour, Mystery Visitors thought improvements could be made in the frequency and timings of the Gulf Harbour ferry – especially on weekends and public holidays (when most visitors wish to travel). These would need to be aligned to bus services, especially those that linked the visitor to Shakespear Park.

Arriving at Gulf Harbour The first impression of Gulf Harbour was the marina and surrounding area, which was very green with lush green grass in abundance and numerous native trees and plants surrounding the grassy areas. However, the waterway (beach/river inlet) by the Marina was discoloured as it was polluted with rubbish by the catchment pipe and had a strong stench. Visitors noted the large number of marine/boating related businesses but did find a café to have lunch at the Marina. The Gulf Harbour ferry ticket/information office contained some excellent information on local birdlife etc. and the staff were knowledgeable and helpful, however more could be done to promote the places and points of interest in Hibiscus & Bays. Forbidden entry and hidden gems There were several areas that our visitors did not feel welcome to explore. These included the Rotunda area (which was closed), and the Gulf Harbour Country Club and the Golf Club. From the public footpath, the grounds looked ‘massive and beautiful’ but were private areas that our visitors could not walk through. The Whangaparoa Golf Club seemed more accessible and welcoming. Mystery Visitors did however, come across a hidden gem which proved to be the highlight of the trip to Gulf Harbour - Fisherman’s Rock Reserve & Army Bay.

Two walking trails of interest were open to the public. Pleasant Way started off at Laurie Southwick Parade and came out further up the same road. Other activities for visitors in the area included walking/jogging, swimming, boating, fishing, and relaxing in the cafes and restaurants.

Wayfinding and interpretative signage Visitors specifically commented on the large amount of signage around Gulf Harbour and the surrounding area. However, the signage can be somewhat forbidding. There are signs and cautions about biosecurity checkpoints, marina regulations and town centre rules, unstable boat ramps, overnight parking, fish limits, military firing range/defence area, health and safety notices, no vehicles on the beach, no motorbikes, no off leash dog walking, baits and traps for pest control etc. These are all very necessary however our visitors would have liked to have seen some ‘welcoming’ and informational signs to help them navigate and interpret the area. When approached, local residents were friendly and helpful to our visitors – giving advice on where to go and what to do.

Overall: Our auditors did not feel that a trip to Gulf Harbour alone is a sufficiently strong drawcard for visitors. They did not find the area particularly ‘welcoming’ but commented on the tremendous potential the area has when linked to Shakespear Park. Mystery Visitors

10 found that more could be made of the golf, boating and sailing culture that was apparent on- site, especially water sports or marine related attractions and activities. Information available online did not portray particularly well the Gulf Harbour area, nor the surrounding walks and links to Shakespear Park. There is also very little to link the visitor to the history and heritage of the area.

Shakespear Regional Park General impressions: rural kiwiana, beaches, bush, nature, escape, peaceful

Getting there and getting around ‘Mystery Visitors’ took the ferry from Auckland City to Gulf Harbour. The visit was conducted on a weekday as the ferry does not run on the weekends and our visitors felt that the current schedule restricts access to the area for visitors trying to reach the Park by public transport. Transport connections were not easy with visitors reporting issues with a long wait, and confusion on which bus to catch to get to Shakespear Park. The 988 service runs in two different directions (towards Shakespear Park or towards Manly in the opposite direction) depending on the departure time. Unfortunately, our auditors had to get off and walk a considerable distance to Shakespear Park as they did not realise this was a dual route. Our visitors did not find any public toilets – other than those situated in cafes/restaurants.

Prior research online to plan the visit to the Park was essential for the Mystery Visitors. They planned the visit to Shakespear Park to return to the city via public transport. It was for this reason they elected to leave the city on the ferry at 7am, to ensure they could get to the Park and enjoy what it had to offer.

Mystery Visitors thought that a shuttle service to Shakespear Park would improve the experience for visitors. In addition, the bus stop outside the Park is currently hard to see (overgrown with vegetation) and is only represented by a sign rather than a shelter, making it less visible and not very inviting for someone with tired legs trying to find a place to sit and shelter from the sun or rain.

Arriving at Shakespear Park Signage around the Park was very clear, however it seemed that entry to the Park was made for those travelling by car, and Mystery Visitors found themselves with a long walk along the road. Without a footpath for safety before getting into the Park, they comment “it wasn’t pedestrian friendly, and “I wouldn’t have liked to have been walking with young children between the road and the electric fence”. Our visitors did not find anything to spend their money on en route to the Park from Gulf Harbour, and had not anticipated the distance and time it would take to get from the ferry to the Park. In addition, visitors had to walk quite a distance to find the visitor information centre located on the map. Arriving in the early afternoon on a weekday in summer, Mystery Visitors comment it was: “highly disappointing to find that it was closed, with no additional help for

11 visitors available”. It was recommended that the visitor information centre be located closer to the entrance to the Park. Views for miles, and many surprises Visitors were “blown away by the panoramic views” where you “could see for miles” from the highest point of the Lookout Track within the Park. They “didn’t want to leave” the amazing spot they had to themselves at the top track – this was a major highlight of the visit. They were impressed by the extensive interpretation of the landscape provided by the signage at the lookout at the top of this track, which made the climb up worthwhile. The ‘Kiwi’ signage was an additional bonus to the international Mystery Visitor, a perfect photo opportunity. However, this visitor thought this sign was promoting the fact that there are kiwis in the Park to be seen. The beaches came as a lovely surprise to our visitors, who thought the variety and beauty of the beaches within the Park made the overall experience of the bush, rural landscape and seaviews “the cherry on top of the cake”. In particular Pink beach, which had an abundance of seabirds and seemed to be a slice of secluded paradise, which is hard to find in a large city. A few surprises negatively affected the overall experience. Our visitors had been looking forward to learning more about conservation, and the history of the area and the historic landmarks. However, with the visitor centre closed, and the woolshed closed, they were disappointed that they were not able to learn more about the area and the conservation initiatives. Another concern that our visitors noted was seeing a sign warning that Glyphosate chemicals were sprayed in the Park. This did not seem to fit with the feel of a conservation experience or the “sanctuary or haven” for wildlife. Mystery Visitors were concerned that the spray might harm native plants, animals and waterways, not to mention potentially make it unsafe for young children playing on the grass. A further negative to the overall impression, was finding the public toilet facilities in an unhygienic condition. Wayfinding and interpretative signage There is a good amount of directional signage in Shakespear Park, which made visitors feel “they had arrived” at the destination, and were welcome there. An added bonus was finding hard copy colour maps of the Park that helped our visitors get to the tracks they wanted to walk. On the tracks themselves, visitors felt the wayfinding could be improved, some markers had fallen down, and some were hard to see. A real positive was the Heritage Trail through native bush, which gave visitors lots of information of the native trees and fauna there, and was a contrast and diversified the experience of the rural feel of the other tracks.

Overall: Shakespear Park is a wonderful day out and a fantastic asset to Auckland, giving visitors the chance to escape the city and learn about nature and the history of the area. Visitors noted that it would be a great place to spend more time, and would consider staying overnight at the campground, or in the wider area if they had access to a car. Accessing the

Park without a private vehicle was a major issue: visitors who take the Ferry to Gulf Harbour to connect to the Park will find the use of public transport very difficult. Our visitors recommend to “definitely bring your car”. This message is not entirely in keeping with an ecotourism destination. There was little to link visitors from Shakespear to other places in Whangaparoa or to entice visitors to spend time (and money) elsewhere in the Hibiscus and Bays area.

Okura Bush Walkway General impressions: stunning display of kauri and native trees, birdlife, beaches, nature, escape, peaceful, hard to get to, not an easy route

Getting there

‘Mystery Visitors’ found travelling by car to the Okura entrance is an easy drive from Auckland city however parking issues arise especially on the weekends with vehicles parked along the roadside. Our visitors did not consider travelling by public transport from Auckland city to the start of the walkway - from either Okura or the Stillwater entrance - after checking bus options and discovering the limited service.

Prior to arrival

Information about the Okura Bush Walkway can be found online, including via the Department of Conservation website. Standard track information is provided including a rating for the walkway – ‘easy: walking track’, a description of the track, information on Kauri dieback disease, and a PDF map of the walkway (printed out and taken). There was also a sign clearly stating ‘no Dog access’ as this is a fragile area with New Zealand dotterel and oystercatcher populations. Information is also provided about the Long Bay - Okura Marine Reserve.

Wayfinding and interpretative signage There is a warm welcome at the start of the walkway on the ‘Friends of Okura Bush’ noticeboard, this gave the impression of a very active and passionate conservation group. The notice board included posters for a call to action to ‘help us save the marine reserve for future generations’ against housing developments in the area by Long Bay Okura Great Park Society.

The large interpretative DOC sign at the starting point features a map of the walkway (photo taken for reference), information on sea bird conservation, Kauri dieback and track distance, and times. Information provided on-site differed from that provided on the DOC website which meant the visitors intended walk was now 4 hours return rather than 3 hours they had planned. The grade of the track also differed from “easy” online to “easy to moderate” on- site.

The beginning of the walkway was a well-formed gravel path, crossing the estuary via a bridge, giving good views up the river. There was a kauri dieback station, where footwear needed to

13 be cleaned before proceeding any further. Mystery Visitors travelled in two groups on two separate occasions – once on a weekday, and another group on the weekend. A DOC worker was on site on the weekend to provide information about the Kauri dieback and to monitor everyone cleaned their footwear. Signage in Maori and in English also informed walkers to keep to the track and importantly to stay off the roots of trees.

The track is well formed and within the forest areas elevated boardwalks have been built to protect ground vegetation including tree roots etc. A definite highlight for our visitors was the views of the kauri canopy that the boardwalk provides, and the experience of walking through the forest. Our visitors however were surprised at the lack of signage about the kauri or other native tree species along the walkway especially given the range of conservation messages at the start.

The walk along the beach is easy and very scenic with views to the headlands in the distance, cliff and bush to one side, and farmland to the other. Signage along this section was minimal with only a couple of red arrows mounted on low hanging branches.

As you round the headland, you are greeted by a spectacular stand of Pohutukawa and an unusual grey rock formation on the beach – again no interpretative signage. Next into view is the long beach stretching out in the distance and with the tide out, there were many wading birds. As our visitors walked along the beach they could see the areas clearly marked for ‘ground nesting birds’ and these were fenced off with rope to protect the dotterels and oystercatchers nesting areas. Both the coastal route and high tide track meet together as you head towards the grassy area that features Dacre cottage and a small red shed. This location is very popular for a rest stop.

The main focal point of the rest stop is the brick cottage however; it is clearly off limits with padlocked shutters over all the windows. There was no visible interpretative signage about its history and links to the area, or about the neighbouring red shed.

This rest stop is also the location of the first toilet facilities from the Okura end of the walkway with long drop toilets on site and water to wash your hands. There is no indication if the water in the large tank is suitable for drinking so best to bring adequate supplies with you.

While resting on the grass you are confronted with a large housing development being built on open farmland behind the Dacre cottage. This is clearly visible along the beach, and in both directions of the walkway. There appears to be no natural barrier such as tree planting being carried out at this early stage to soften the visual effect of this extensive development on the local vista. Our visitors also wondered about the potential impact on local birdlife.

Dacre Cottage to Stillwater On leaving the grassy area, you cross a stream and come to a DOC sign that shows the time and distance for the two options to Stillwater via either the overland route or the coast. Our

14 visitors elected to continue along the coastal route, given the low tide, and to return via the overland route.

This coastal section of the walkway is impressive with tall cliffs covered in flowering pampas grass creating the backdrop on one side and sea views on the other. Following the DOC map, our visitors walked to the mouth of the river at which point they expected a sign to indicate where to join the overland route. Slightly frustrated at the lack of signage our visitors continued to follow the river feeling somewhat concerned they would not find the main track after walking nearly 3 hours to this point – one way. They found an unmarked ‘trodden path’ between a dotterel nesting area and the mangrove forest which lead them back to the main track. However, our visitors were still not sure of how far it was to Stillwater village and it was getting late in the day. They continued through grassland to the end point via a kauri dieback station and gateway. There was also a community hall, playground, and public toilets on site.

Return to Okura Entrance Our visitors were happy to have completed the walkway to this point but could not find anywhere to buy even basic provisions such as water or snacks so decided to head back. To make up some time and avoid getting lost they stayed on the overland route for the entire return trip, which gave a new perspective to the track with views as they walked along the cliffs and through the forest.

Pressed for time they continued along the overland route returning to the carpark at 5pm. It had taken a total of 6 hours to walk the track, without stopping for lunch. This was double the amount of time on the DOC website for the return walk. Our visitors commented that people could be caught out if it was a weekend and they had started later in the afternoon and were unprepared with water and provisions.

Overall: Our auditors enjoyed their walk (“a perfect mix of beach and bush”), and one that can be done as a loop walk (subject to tide) which is very appealing. For some walkers, the track is not ‘easy’ given the number of stairs and muddy tracks to traverse. The highlights included the Kauri forest boardwalk section and views from the cliffs on the return journey. Mystery Visitors were surprised at the lack of signage on the Stillwater section of the track and the times given on existing signs appear to be underestimated. The fact that there was not even a dairy in Stillwater came as a surprise and meant people needed to know to carry adequate water etc. with them both ways. It is with some regret that the audit team noted that what makes the walkway special (as a walk in a beautiful natural environment, close to the city) will potentially be lost as the housing development continues to take shape and claim the open farmland framing Karepiro Bay. There was little to link visitors to other places close by or to entice visitors to spend time (and money) elsewhere in the Hibiscus and Bays area.

Conclusions and recommendations

The Local Tourism Audit reveals that there are significant attractors for visitors to Hibiscus & Bays with a good range of experiences, beautiful outdoor places including parks and natural areas, activities and walks, and town centres in the area. The Audit highlights many strengths in the destination tourism offerings but the process has also pointed out a number of areas where opportunities are being lost and the potential for economic gain and development is not being met.

Information provision: The obvious gap in tourism infrastructure is to be found in the low level of visitor information about the ‘Hibiscus and Bays experience’ available to eco-tourists; but this needs to be seen in terms of a lack in information provision for all visitors and for residents of the Hibiscus & Bays area. NZTRI auditors comment that there is little in terms of a web presence that gives visitors the feeling that H&B is a cohesive visitor destination. Ecotourism offerings are not sufficiently visible online to residents and visitors alike.

Education and learning are key components of ecotourism. If H&B is to be promoted as an ecotourism destination (or as a visitor destination at all), better information is needed online and off-line, about flora and fauna, marine and coastal areas, culture and heritage, activities and attractions, local communities and storytelling about conservation efforts and everyday life. Stories can help the visitor uncover the destination and provide a depth of information on the overall ‘experience’ that is currently lacking.

NZTRI auditors spent a significant amount of time trying to find information that would attract a visitor or encourage residents to get out and see more of their own backyard. However, a resident or visitor will not spend as much time as our auditors, nor will they search as intensively across a large number of different websites to satisfy their information needs.

Auditors found that other than an overall impression that the H&B area offers beautiful coastline and a natural, environment; there is little to tell the visitor about the character or vibrancy of the local areas on national, regional and local portals. There is little that describes the places of the HBLB area as being unique and distinctive to others parts of Auckland. It is difficult for a visitor looking to find information, particularly if they are not familiar with various ‘places’ in H&B or if they do not know much about the general area.

Transport and access is an issue: The intensification of housing and lack of non-private vehicle access to and around the H&B areas (especially Okura Bush Walkway and Shakespear Regional Park) makes Hibiscus and Bays a harder sell as an ecotourism destination. These attractions and locations are predominantly only accessible by car – similar to other areas (beaches etc.). The current ferry times to/from Gulf Harbour restrict easy access for visitors to Shakespear Park. With a departure from the city right by the cruise terminal, there is potential for cruise visitors to access the area but the current ferry schedule and local transport connections (few bus or shuttle connections) prohibit that.

Immediate opportunities The key message from the research is to make more of what H&B already has. While it is good to create new experiences the best way to achieve an immediate impact is by the improved performance of existing stakeholders and partners working together and collaborating.

Suggestions include:

 Improve content on and linkages to national, regional and local portals: Work with local tourism and hospitality business owners/operators to build content on newzealand.com. Highlight Tourism New Zealand’s open content contribution model and the ability to list free of charge on the national tourism portal through the Operator Database. Encourage businesses to register on the Operator Database and write content about their businesses but also ‘articles’ about the places they enjoy in their local area. This will also strengthen the information to be found on aucklandnz.com. Discuss with the Business Associations the possibility of improving web links and visitor information on their websites. This could be a simple web link to www.GoWhangaparoa.co.nz or whangaparaoa.info or the development of an ‘our place, our neighbours’ and ‘for visitors’ sections on their website. There is also an opportunity to strengthen Wikipedia content about various places in the H&B area. Consider the development of a Hibiscus and Bays destination portal for visitors and residents alike. By offering local stakeholders an opportunity to promote their own places, businesses, and communities on a destination portal, visitors and residents would have access to a useful information resource on Hibiscus and Bays. Enhancing the visitor experience will lay the foundations to increased yield per visitor and an initiative of this nature will, to some extent, engage locals in tourism processes (e.g. localised content generation). This could involve strengthening an existing website e.g. GoWhangaparoa.co.nz or Link2UHibiscusCoast, or creating a new portal. While there is information offered by community groups, business associations and others on various websites on what to see and do in the area, there is a need to upgrade the content and quality of the online presence. To strengthen available information there is room for locally-generated content associated with the cultural and heritage aspects of a visit, the natural attractions, conservation initiatives, and on the main settlements in the region. Information is also needed about the communities in various locations in H&B and the people who live there. The review indicates that more information is also needed about sustainable practices such as hiring local people, using food sourced from local markets and producers, and more tips for travellers and recommendations from locals on the places they like to visit, where they like to eat, and landmarks they feel a visitor should not miss.

Trends in destination web-based marketing are moving away from simple directories advertising local businesses towards destination websites that are sources of comprehensive visitor information, with inspirational and interactive resident, business, community and user-generated content. Digital technologies are driving demand for highly immersive and engaging online experiences. A focus on the user experience requires website design that encompasses a modern modular layout, intuitive navigation, impactful visuals, and effective story telling across multiple devices (mobile, notepad, and laptop, desktop). To encourage conversion (from website visit to ‘actual’ visit) simplicity in design and intuitive navigation is achieved by selecting and prioritising the most relevant elements, and integrating them with standard design principles.  Build on the local iconic ecotourism attractions as ‘hubs’ of the H&B visitor experience. Local iconic attractions are the anchors of the value proposition to residents and visitors. By extending to other attractions and tourism products as ‘visitor activity nodes’ in a network: there is potential to create clusters of ‘nodes’ around the iconic attraction hubs. This could be done by, for example, creating a set of nature-based micro-break itineraries according to various market segments and interests. To design these, there is a need for further research to understand the Hibiscus and Bays experience from a visitor and resident perspective.  Create a decision-support system for tourism. Before future investment in the development of tourism in H&B, there is a need to generate robust evidence to inform the development of any strategy. This requires research to understand community/resident perceptions of the visitor industry, business confidence in and engagement with the visitor industry, as well as visitor/demand side research to provide stakeholder and market data to underpin planning and marketing activities.

This audit has focused on ‘Ecotourism’ attractions and assets and we recommend that HBLB does not focus solely on Ecotourism alone but broadens the scope of any future work to include a wider range of visitor experiences in the H&B area.

The next step is to convene a meeting of people who may be interested in forming a Visitor Strategy Group. NZTRI and HBLB have already identified a list of key stakeholders and nominees. This Local Tourism Audit research will be presented at that meeting to gauge interest in proceeding further with the development of a Visitor Strategy for Hibiscus and Bays.