Niue Community Attitudes Towards Tourism
NZTRI June 2020
Acknowledgement: The Niue Community Survey would not have been possible without our partners. Thank you to Niue Chamber of Commerce for their support towards this project. Special thanks also to Telecom Niue Ltd’s significant help in the data collection process. Your assistance is greatly appreciated. Introduction
• The Niue Community Attitudes Towards Tourism Survey explores the relationships between community and tourism from a number of perspectives including economic, cultural, environmental and in terms of general quality of life. • Online data collection was run with the support of Niue Chamber of Commerce and Niue Telecom. The survey ran from December 2019 to April 2020. 61 responses were collected. Based on the total population aged over 19 (2019 census) of 1,118 the sample size is estimated to be approximately 5.5% (NB for ethical reasons the survey only targeted those aged 18 and over). • The data is analysed and compared with a focus on the following variables: (1) Niuean and Non-Niuean; (2) Age groups; (3) Village of residence (Alofi and others); and (4) work in or own a business in tourism (tourism / non-tourism). Respondent Characteristics Which of the following best describes you?
90 82 80
70
60
50
40 Percent
30
20 18
10
0 Niuean Non-Niuean Which of the following best describes you? Niuean
Born overseas, lived overseas and have recently 10 returned to Niue
Born overseas and have lived mostly in Niue 35
Born in Niue, lived overseas and have returned home 41
Born in Niue and have never lived overseas 14
0 5 10 15 20 25 30 35 40 45 Percent Which of the following best describes you? Non-Niuean 40 36 36 35
30
25
20 18 Percent 15
10 9
5
0 Permanent resident Enter & Reside permit Other Work permit holder holder Which age group are you in?
40 36 35
30 29 27 25 25 22
20 18 Percent 15 14 10 10 9 9
5 0 0 0 18-29 30-39 40-49 50-59 60-69 70+ Niuean Non-Niuean Which age group are you in?
40 36 35 31 30 24 25 23 21 20
16 Percent 15 14 13 10 10 7 5 3 3
0 18-29 30-39 40-49 50-59 60-69 70+ Alofi Non-Alofi Which age group are you in?
45 40 39 35 30 28 29 24 25 22 20 Percent 16 16 15 11 11 10 5 5 0 0 0 18-29 30-39 40-49 50-59 60-69 70+ Tourism sector Non tourism sector Which village do you live in Niue?
40 38
35
30
25
20
Percent 15 15 13 10 10 5 5 5 5 3 3 2 2 0 Alofi South Alofi North Tuapa Avatele Mutalau Lakepa Tamakautoga Liku Hakupu Makefu Toi Community Linkages To Tourism Do you work in and/or own a business in the tourism sector？
80
70 68
60
50
40
Percent 32 30
20
10
0 No Yes Do you have family members who work in the tourism industry?
33%
67%
No Yes Do you have family members who work in the tourism industry?
80 72 70
60 55
50 45 40
Percent 30 28
20
10
0 No Yes Niuean Non-Niuean Do you have family members who work in the tourism industry?
90 80 77 70 63 60 50
40 37 Percent 30 23 20 10 0 No Yes Below 60 Over 60 Do you have family members who work in the tourism industry?
90 80 77 70
60 54 50 46
40 Percent 30 23 20 10 0 No Yes Alofi Non-Alofi Do you have family members who work in the tourism industry?
80 72 70
60 56
50 44
40 Percent 30 28
20
10
0 No Yes Tourism Non-Tourism How often do you talk with tourists?
60
51 50
40
30
Percent 21 20 16 12 10
0 Daily Weekly Monthly Almost never How often do you talk with tourists?
60 55 52 50 46
40
30 Percent 20 20 15 13 10
0 0 0 Daily Weekly Monthly Almost never Niuean Non-Niuean How often do you talk with tourists?
60 54 51 50
40 31
30 Percent 20 16 16 16 15
10
0 0 Daily Weekly Monthly Almost never Below 60 Over 60 How often do you talk with tourists?
70 65 60
50
40 35 31
Percent 30 19 20 15 13 13 10 10
0 Daily Weekly Monthly Almost never Alofi Non-Alofi How often do you talk with tourists?
60 54 50 44
40 33 31 30
Percent 22 20
10 8 8
0 0 Daily Weekly Monthly Almost never Tourism sector Non tourism sector Attitudes Towards Tourism Do you think that tourism is good for Niue?
8% 2%
No Yes Not sure
90% Do you think that tourism is good for Niue?
100 92 90 82 80 70 60 50
Percent 40 30 20 18 10 6 2 0 0 No Yes Not sure Niuean Non-Niuean Do you think that tourism is good for Niue?
100 89 92 90 80 70 60 50
Percent 40 30 20 9 10 8 2 0 0 No Yes Not sure Below 60 Over 60 Do you think that tourism is good for Niue?
100 91 90 90 80 70 60 50
Percent 40 30 20 9 7 10 3 0 0 No Yes Not sure Alofi Non-Alofi Do you think that tourism is good for Niue?
120 100 100 85 80
60 Percent 40
20 13 3 0 0 0 No Yes Not sure Tourism sector Non-tourism sector Expression of views and source of pride
I have opportunities to express my views about tourism. 3.1
I feel proud to live in a place that attracts visitors. 4.1
1.0 2.0 3.0 4.0 5.0 Mean Expression of views and source of pride
50 45 44 40 39 35 33 30 28
25 21 Percent 20 15 14 9 10 7 4 5 2 0 Strongly disagree (1) Somewhat disagree Neither agree nor Somewhat agree (4) Strongly agree (5) (2) disagree (3) I have opportunities to express my views about tourism. I feel proud to live in a place that attracts visitors. Expression of views and source of pride
4.0 I feel proud to live in a place that attracts visitors. 4.6
3.0 I have opportunities to express my views about tourism. 3.3
1.0 2.0 3.0 4.0 5.0 Mean
Niuean Non-Niuean Expression of views and source of pride
2.9 I feel proud to live in a place that attracts visitors. 4.2
4.2 I have opportunities to express my views about tourism. 3.5
1.0 2.0 3.0 4.0 5.0 Mean
Below 60 Over 60 Expression of views and source of pride
4.1 I feel proud to live in a place that attracts visitors. 4.1
3.3 I have opportunities to express my views about tourism. 2.8
1.0 2.0 3.0 4.0 5.0 Mean
Alofi Non-Alofi Expression of views and source of pride
4.3 I feel proud to live in a place that attracts visitors. 3.6
3.3 I have opportunities to express my views about tourism. 2.7
1.0 2.0 3.0 4.0 5.0 Mean
Tourism sector Non tourism sector The future number of tourists in Niue
80 70 70
60
50
40 Percent 30 26
20
10 4 0 Niue needs more tourists Niue needs a similar number of Niue needs fewer tourists tourists to what we have now The future number of tourists in Niue
90 82 80 70 67 60 50
40 Percent 30 28 20 18
10 4 0 0 Niue needs more tourists Niue needs a similar number of Niue needs fewer tourists tourists to what we have now Niuean Non-Niuean The future number of tourists in Niue
90 85 80
70 65 60
50
40 Percent 30 30
20 15
10 5 0 0 Niue needs more tourists Niue needs a similar number of Niue needs fewer tourists tourists to what we have now Below 60 Over 60 The future number of tourists in Niue
80 73 70 68
60
50
40
Percent 29 30 23 20
10 3 4 0 Niue needs more tourists Niue needs a similar number of Niue needs fewer tourists tourists to what we have now Alofi Non-Alofi The future number of tourists in Niue
80 72 70 67
60
50
40
33 Percent 30 23 20
10 5 0 0 Niue needs more tourists Niue needs a similar number of Niue needs fewer tourists tourists to what we have now Tourism Non-Tourism Tourism And Economic Dimensions Tourism and economic impacts
Tourism is good for the Niue economy. 4.3
I benefit directly from tourism. 3.6
My standard of living has improved because of tourism. 3.0
1.0 2.0 3.0 4.0 5.0 Mean Tourism and economic impacts
60
49 50
40 38 34 32 32 30 26
Percent 23 20 16 15
10 7 7 8 8 2 3 0 Strongly disagree (1) Somewhat disagree (2) Neither agree nor disagree (3) Somewhat agree (4) Strongly agree (5) I benefit directly from tourism. Tourism is good for the Niue economy. My standard of living has improved because of tourism. Tourism and economic impacts
Tourism creates more jobs for locals. 3.8
House and rental prices have increased because of tourism. 3.4
Everyday life is more expensive because of tourism. 2.9
1.0 2.0 3.0 4.0 5.0 Mean Tourism and economic dimensions
45 41 40 39 36 35 34 29 30 27 25 20 20
Percent 17 15 12 12 10 9 10 7 7 5 2 0 Strongly disagree (1) Somewhat disagree (2) Neither agree nor Somewhat agree (4) Strongly agree (5) disagree (3) Everyday life is more expensive because of tourism. House and rental prices have increased because of tourism. Tourism creates more jobs for locals. Tourism creates more jobs for locals. 3.7 4.4
House and rental prices have increased because of 3.3 tourism. 3.7
Everyday life is more expensive because of tourism. 2.8 3.2
My standard of living has improved because of tourism. 2.8 3.6
Tourism is good for the Niue economy. 4.2 4.6
I benefit directly from tourism. 3.4 4.3
1.0 2.0 3.0 4.0 5.0 Mean
Niuean Non-Niuean Tourism creates more jobs for locals. 3.6 4.2
House and rental prices have increased because of tourism. 3.2 3.9
Everyday life is more expensive because of tourism. 2.9 2.9
My standard of living has improved because of tourism. 2.9 3.3
Tourism is good for the Niue economy. 4.2 4.5
I benefit directly from tourism. 3.4 4.3
1.0 2.0 3.0 4.0 5.0 Mean
Below 60 Over 60 Tourism creates more jobs for locals. 3.7 3.8
House and rental prices have increased because of tourism. 3.5 3.3
Everyday life is more expensive because of tourism. 2.8 3.0
My standard of living has improved because of tourism. 3.0 2.9
Tourism is good for the Niue economy. 4.3 4.1
I benefit directly from tourism. 3.7 3.5
1.0 2.0 3.0 4.0 5.0 Mean
Alofi Non-Alofi Tourism creates more jobs for locals. 3.9 3.6
House and rental prices have increased because of tourism. 3.6 3.1
Everyday life is more expensive because of tourism. 3.0 2.7
My standard of living has improved because of tourism. 3.2 2.6
Tourism is good for the Niue economy. 4.4 4.1
I benefit directly from tourism. 3.9 3.0
1.0 2.0 3.0 4.0 5.0 Mean
Tourism sector Non tourism sector Tourism And Environmental Dimensions Tourism and environmental dimensions
Tourism causes overcrowding in Niue. 2.2
Niue's infrastructure (roads, communication, electricity) is 2.3 maintained at a higher standard because of tourism.
Niue's natural environment is damaged by tourism. 3.0
1.0 2.0 3.0 4.0 5.0 Mean Tourism and environmental dimensions
40 38 35 32 33 33 30 31 30 28
25 21 20 19
Percent 15 14 10 10 5 4 5 2 2 0 Strongly disagree (1) Somewhat disagree Neither agree nor Somewhat agree (4) Strongly agree (5) (2) disagree (3) Niue's environment is damaged because of tourism
Niue's infrastructure (roads, communication, electricity) is maintained at a higher standard because of tourism. Tourism causes overcrowding in Niue. 2.2 Tourism causes overcrowding in Niue. 2.2
Niue's infrastructure (roads, communication, electricity) is 2.3 maintained at a higher standard because of tourism. 2.4
3.2 Niue's natural environment is damaged by tourism. 2.5
1.0 2.0 3.0 4.0 5.0 Mean
Niuean Non-Niuean 2.3 Tourism causes overcrowding in Niue. 1.9
Niue's infrastructure (roads, communication, electricity) is 2.3 maintained at a higher standard because of tourism. 2.5
3.1 Niue's natural environment is damaged by tourism. 2.5
1.0 2.0 3.0 4.0 5.0 Mean
Below 60 Over 60 2.2 Tourism causes overcrowding in Niue. 2.1
Niue's infrastructure (roads, communication, electricity) is 2.1 maintained at a higher standard because of tourism. 2.5
3.2 Niue's natural environment is damaged by tourism. 2.8
1.0 2.0 3.0 4.0 5.0 Mean
Alofi Non-Alofi 2.3 Tourism causes overcrowding in Niue. 1.9
Niue's infrastructure (roads, communication, electricity) is 2.3 maintained at a higher standard because of tourism. 2.2
3.1 Niue's natural environment is damaged by tourism. 2.9
1.0 2.0 3.0 4.0 5.0 Mean
Tourism sector Non tourism sector Tourism And Cultural Dimensions Tourism and cultural dimensions
Contact with tourists brings opportunities to learn from 3.7 other cultures.
Tourists respect and learn from Niuean culture. 3.4
Tourism helps grow our population in Niue. 3.3
Tourism strengthens culture, language and traditions in 3.2 Niue.
Tourism brings an increase in crime and bad behaviour. 2.7
1.0 2.0 3.0 4.0 5.0 Mean Tourism and cultural dimensions
60 50 50 45 43 39 40 36 33 35 30 30 21 21 Percent 19 19 20 14 14 14 16 9 9 9 10 7 7 7 3 2 2 0 Strongly disagree (1) Somewhat disagree Neither agree nor Somewhat agree (4) Strongly agree (5) (2) disagree (3) Tourism helps grow our population in Niue. Contact with tourists brings opportunities to learn from other cultures. Tourism strengthens culture, language and traditions in Niue. Tourism brings an increase in crime and bad behaviour. Tourists respect and learn from Niueans. Tourists respect and learn from Niueans. 3.3 3.8
Tourism brings an increase in crime and bad behaviour. 2.8 2.2
Tourism strengthens culture, language and traditions in 3.2 Niue. 3.5
Contact with tourists brings opportunities to learn from 3.7 other cultures. 3.9
Tourism helps grow our population in Niue. 3.2 3.6
1.0 2.0 3.0 4.0 5.0 Mean
Niuean Non-Niuean 3.3 Tourists respect and learn from Niueans. 3.8
2.7 Tourism brings an increase in crime and bad behaviour. 2.5
Tourism strengthens culture, language and traditions in 3.3 Niue. 3.1
Contact with tourists brings opportunities to learn from 3.7 other cultures. 3.8
3.1 Tourism helps grow our population in Niue. 3.7
1.0 2.0 3.0 4.0 5.0 Mean
Below 60 Over 60 Tourists respect and learn from Niueans. 3.4 3.4
Tourism brings an increase in crime and bad behaviour. 2.6 2.7
Tourism strengthens culture, language and traditions in 3.3 Niue. 3.2
Contact with tourists brings opportunities to learn from 3.6 other cultures. 3.9
Tourism helps grow our population in Niue. 3.4 3.1
1.0 2.0 3.0 4.0 5.0 Mean
Alofi Non-Alofi 3.5 Tourists respect and learn from Niueans. 3.1
2.6 Tourism brings an increase in crime and bad behaviour. 2.8
Tourism strengthens culture, language and traditions in 3.3 Niue. 3.1
Contact with tourists brings opportunities to learn from 3.9 other cultures. 3.4
3.4 Tourism helps grow our population in Niue. 2.8
1.0 2.0 3.0 4.0 5.0 Mean
Tourism sector Non tourism sector Young people need to be better educated about tourism
60 56
50
40
30
30 Percent 20
10 9 2 4 0 Strongly disagree Somewhat disagree Neither agree nor Somewhat agree Strongly agree disagree Young people need to be better educated about tourism
80 73 70 60 52 50 40 33 Percent 30 20 18 9 9 10 4 2 0 0 0 Strongly disagree Somewhat disagree Neither agree nor Somewhat agree Strongly agree disagree Niuean Non-Niuean Young people need to be better educated about tourism
70
60 58
50 46
40 39 28
Percent 30
20 15 7 10 5 2 0 0 0 Strongly disagree Somewhat disagree Neither agree nor Somewhat agree Strongly agree disagree Below 60 Over 60 Young people need to be better educated about tourism
70 62 60
50 44 40 33 28
Percent 30
20 11 10 6 6 8 3 0 0 Strongly disagree Somewhat disagree Neither agree nor Somewhat agree Strongly agree disagree Tourism Non-Tourism I would like to share my culture and values with tourists
10%
Yes No
90% I would like to share my culture and values with tourists
100 91 90 85 80 70 60 50
Percent 40 30 20 15 9 10 0 No Yes Below 60 Over 60 I would like to share my culture and values with tourists
100 95 90 80 78 70 60 50
Percent 40 30 22 20 10 5 0 No Yes Tourism sector Non tourism sector Tourism And Information Access Tourism and information access
I need more information about how tourism is developing in Niue. 50 Mean: 45 45 4.1 40 36 35 30 25
Percent 20 15 9 10 7 5 3 0 Strongly disagree (1) Somewhat disagree Neither agree nor Somewhat agree (4) Strongly agree (5) (2) disagree (3) Tourism and information access
I need more information about how tourism is developing in Niue. 60
50 48
39 39 40 36
30 Percent 20
10 8 7 8 7 8 2 0 Strongly disagree Somewhat disagree Neither agree nor Somewhat agree Strongly agree disagree Niuean Non-Niuean Tourism and information access
I need more information about how tourism is developing in Niue. 60
50 48
39 39 40 36
30 Percent 20
10 8 7 8 7 8 2 0 Strongly disagree Somewhat disagree Neither agree nor Somewhat agree Strongly agree disagree Below 60 Above 60 Tourism and information access
I need more information about how tourism is developing in Niue. 60 56
50
39 40 36 33
30 Percent 20 13 10 7 7 7 4 0 0 Strongly disagree Somewhat disagree Neither agree nor Somewhat agree Strongly agree disagree Alofi Non-Alofi Tourism and information access
I need more information about how tourism is developing in Niue. 60 56
50 41 40 39
30 28 Percent 20 11 10 10 5 5 6 0 0 Strongly disagree Somewhat disagree Neither agree nor Somewhat agree Strongly agree disagree Tourism Non-Tourism Open-ended Responses Further comments
When asked if you would like to share any other comments, 51% (31 out of 61) of those surveyed responded. The first slides show who provided comments, and who did not, using four different dimensions: (1) Niuean and Non-Niuean (2) Age group (3) Island of residence (Alofi and Non-Alofi) (4) Employment (tourism sector and non-tourism sector). We then explore key themes in the comments. Comments about the future of tourism in Niue
%
Balance visitor numbers with carrying capacity 42%
Target for the right types of visitors 23%
Local economy needs more visitors 19%
Enhance tourist experiences 16%
Improve facilities 16%
Involve and benefit the local community 16%
Mitigating seasonality 16%
Keep the same number of tourists 6% Further comments about tourism in Niue
Suggestions for tourism development Positive comments Negative comments
% % % Government strategies amd services 23% Beneficial for the local Health issues 3% Tourism and carrying capacity 16% community 10% Visitor behaviours and numbers 3% Manage visitor behaviours and show Well done tourism 6% respect to local culture 16% Improve visitor experiences 16% Infrastructure improvement 10% Spend local and benefit local 10% Target the right types of visitors 10% Be cautious of over commercialisation 6% More accurate and consistent information 6% Sustainable tourism development 6% Tourism activities 6% Airlines 3% Positive comments
Whether we have tourists or not we Niueans will continue to live off what little we have or make from our government jobs and little businesses we have and the land and the sea. I would like to see an increase in tourism because I see the benefits of some of the Niueans get from tourism in the likes of accommodation owners, tour operators and restaurants/cafe owners, rental owners and so on so yes, tourism is good for Niue and at the moment we are not having enough tourist coming over is because we don't have enough accommodation for tourists.
Tourism is great for our little country because we should be proud to show it off to the world. However I think that we should also have strict guidelines to govern how they act when they come and to not do anything that may compromise our Ecosystems. In other words come but don't do silly things that affect others...genuine tourists that love Niue. Negative comments
Its good to have more tourists, but need to be mindful of the negatives I do not like tourists trespassing that come with them (eg disease or on the traditional fishing grounds illness) with spears and other stuff. And Honestly filming and photographing graves that are not your people, taking photos of us as we go about our daily lives. Let’s flip the script and come to your place and film you going about your business then let us go to your graves and take photos of your loved ones. My own experience of tourists is similar to us being in a zoo, and they’re coming to see the monkeys. Suggestions on tourism development
Please include travellers guide on getting their health screening done before travel. Best also to include travellers insurance into their fare or part of their journey. You'd never know what to expect when you are out and about enjoying the beauty of Niue - such as swimming and cycling. Also for all visitors to check into Niue Tourism to see on what they can offer to Niue, such as an exercise program (one-off) or public talk on a myriad of topics, as long as these are age-&-culturally appropriate. Thank you and best regards.
I have also witnessed positive effects from a few numbers visiting Niue. They shared the experience (good and bad) they had from other countries they have travelled to, but who is taking particular note of those experiences and ensure we do not become over commercialised. We would like to say we produced the best food in the Pacific and yet we do not harvest in a sustainable manner or lead by example the protection of Niue biodiversity. Recommendations Based On The Survey Findings Shape demand to attract responsible travellers to visit Niue
• Target ‘responsible travellers’ who ‘shop local’, and who respect local people, culture, village protocols, and the environment • Community generally feel current level of visitor numbers is sustainable but want to see better returns from tourism at a village level • Create experiences to grow yield and increase visitor expenditure • Consider experiential tourism to reduce seasonality and spread the benefits to villages and across sectors • Give the visitor important information about local conditions e.g. water and power usage, village protocols (ways to behave as respectful visitors to the Island), waste and recycling, food and beverage costs Community and governance for tourism
• Communities lead and shape how tourism contributes to their village • Inform villages and residents about tourism – especially when large numbers are due to arrive • Include village councils in tourism governance and decision-making processes • Promote opportunities for villages to strengthen linkages with the visitor industry • There are opportunities to improve local infrastructure – for residents and visitors alike cruise ships Community and governance for tourism
Before looking at increasing the number of tourists coming into Niue. Like making sure people are informed in villages on cruise boats coming to Niue, and/or organise a market day or cultural day at the wharf for the visitors from the cruise boats. Not just advise the travel agency and border control officers and government workers. Contact village councils/people in villages to make Niue a STAND OUT place to visit. Making it an unique experience for people coming to our shores. Maybe look at incentives the village can gain back from the cruise boat visit. You know it is not only about the tourist, it is also about showcasing what Niue has in droves - beauty, culture, nature and the contact with Niuean people/People living in Niue, who are contributing back into the Niuean economy in whatever capacity. Thank you, best and sunny regards. Thank you!
Simon Milne, Mindy Sun, and Caroline Qi [email protected] www.nztri.org.nz The views expressed in this publication do not necessarily reflect those of the New Zealand Government.