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Mini Sector Profiles 2011 Manawatu Region

Tourism & Visitor

Tourism plays a significant role in the Manawatu region economy even though the region has not generally been perceived as a tourist destination. The region’s greatest strength is in domestic tourism. It accounts for an above average share of domestic day trips and overnight trips by residents.

Providing you with a better understanding of the different components of the Manawatu region economy and the contribution each sector makes to the demographic and economic growth of the region. Mini Sector Profile Manawatu Region Tourism & Visitor Manawatu- awideregion, that drawing services sector ahighnumberofvisitors from thesurrounding located regions. in neighbouring opportunities Palmerston developed tothat enable leveraging is being further of commissionable tourism fields from acentralIsland ski base in the region. of total retail expenditure onthenetwork. 2011 accounted for $5.7millionofretail spendinginPalmerston alsoaround 1% North, I private accommodation (for andfamily) intheregion example withfriends 2010. during the region, withanestimated 90,000 international visitors staying incommercial and average buttheystillcontribute oftotal asignificant visitor numbersin proportion T , HastingsandQueenstown. 453,000 visitsto to Palmerston was onlyslightly below the410,000overnight North visitsto and recognised assignificant tourism destinations. For example the399,000overnight visits T relatives. for businessorprofessional reasons and50%(200,000)were for visitsto and friends (121,000 visits) were North for leisure, recreation and holidays, 18% (70,000 visits)) were overnight visits(2.5%ofthenational total). I visitors in theyear to December 2010(4.0%ofthenational total) andcloseto 0.4million Palmerston Visitors contribution of$397million. economicindirect contribution of $229 million, giving a total estimated economic account, economic suggestithadadirect contribution of$168millionin2010andan for the contribution to of the sector the regional economy, based on the tourism satellite million (salaries, wages and self-employed incomes in the year to March 2009). tourism related jobsinFebruary 2010, accounting for of $82 2,900jobsandearnings I Workforce 1 T forand themuseumisakeyattraction thesevisitors. rugby games and international rugby tests international all bring visitors to however,Museum, isakeystrength for rugby attracting visitors to theregion. Super15 that significant attract numbersofinternational visitors. T Tourism O nternational cardholder spendingthrough the Paymark for network theyear to June t isestimated that 4.7%oftheworkforce intheManawatu region were employed in t ourists caneasilyaccessourists he share of international visitor numbersto the region is lower thanthe national he numberofovernight compares favourably to trips thecity very withothercentres he Manawatu region isnotcurrently renowned for itsdominance oftourism opportunities 1 ourism Strategyourism of Group, Ministry W orth is a major destination for domestic North visitors, with 1.1 million day pportunities anganui region andfrom T auranga, andhigherthanovernight visitsto destinations suchasNapier, W ellington, theHawkes Bay, W ellington, T ourism n 201030%ofovernight visitsto Palmerston T aranaki andthe Hawkes Bay.aranaki T his “gateway” concept is a strength T aranaki andtheCentralaranaki North T he presence oftheNZRugby orth offers a strongNorth retail New Zealand Estimates and events associated withthissegment. diversity withinthePalmerston andthedepthbreadth community ofactivities North hubs.New Zealand A andkey transport in hostingconventions andconferences. for events hostingnational andinternationalhasawell sports recognised strength is available for visitingstudents. semester breaks whenstudent accommodation courses, someofwhichare the timedduring requiredoften to travel for to thecity block extramural students University are at Massey students settleintheregion. Domestic ofinternational andaproportion and friends Long-term students are visited often by family the region thanotherinternational visitors. as tourists andusuallystay muchlongerin and professional development are counted forstudents visitingthecity languagestudy ET Polytechnic, I region. visitors inattracting tothe education sector the I E E E approximate netregional of$1.5million. economic impact Hospital) suggestitaccounts for approximately 28,000visitor nights ayear andan the familiesofpatients receiving radiotherapy treatment for cancer at assessments prepared recently for O offered services in Palmerston A and support North. in bringing domesticvisitors to thecity, through thecancer treatment particularly MidCentral Healthandothermedicalhealthproviders role play animportant andH Medical t is also important to recogniset isalsoimportant theinfluence of vents for are bringing visitors important to theregion. vents ducation C Learning Centre. international Short-term T his includes ,his includesMassey UC nternational Pacific College and ealth Providers zanam House(accommodation for patients, and lso important isthegrowinglso important strength incultural T hese buildontheregion’s central location in OL and international sports has great infrastructure the region. recognised strength in for bringing visitors to events andhasawell E T hosting conventions for hostingnational s anexample, economic impact he region hasgreat infrastructure vents are important and conferences. T he region

Mini Sector Profile Manawatu Region Tourism & Visitor Mini Sector Profile Manawatu Region Tourism & Visitor more desirable place to live. which maketheManawatu amore desirable place to visit, alsomaketheManawatu a invest. Enhancements to infrastructure intheregion, andthe development ofattractions more businesses andpeopleto consider theregion to beadesirable location to work and T numbers are required for Councils to adequately planfor theseservices. soanunderstandingofvisitors increases toandexpected theCity invisitorthese services andrecreationaland parks areas. A waste water, solidwaste, recycling, roading, and amenitiessuchaspublictoilets, parking make uptheregion (Palmerston andManawatu City District). North which needto beprovided of services andquantity by the the type two Councils which T Councils Role he Councils play arole oftheregion inthemarketing to visitors andinencouraging oftourism intheeconomic strengthhe importance oftheManawatu region influences T different classifications. industry region. Asatellite covers approach isusedfor becausetourism activity arange thetourism sector of are growing andare likelyto grow inthefuture andtheiroverall contribution to jobsandincomes inthe anditisusefulto understandwhichsectors2006 there canbeadiverse undertaken range ofactivities oftheA the broad sectors industrial makestocontribution thedemographic eachsector andeconomic growth oftheregion. E to provide abetter understandingofthedifferent components oftheManawatu economy andthe T provided withthepreparation significant oftheprofile. support E www.pncc.govt.nz Phone: 063568199| Private Bag11034| Palmerston| North Palmerston Council City | North Peter Crawford | For Published by: conomic Development, Statistics NewZealand, Covec andAPRConsultants. DestinationManawatu has he profiles are drawn from arange ofsources, includingthe profileshe sector for theManawatu Region have beendeveloped by thePalmerston Council City North further inform E Palmerston Council City | North conomic Policy A [email protected] Palmerston | North Fax: 06 3554115| a tion please c Private Bag11034| dvisor | ustralian andNewZealand Standard I

dditional visitors to theregion increase demandfor ont

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T roup at the Ministry of Strategyourism Group at theMinistry ndustrial Classificationndustrial ( T hey includewater/ ven within ANZSIC)