Tourism Report 10 March 2021
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MILFORD OPPORTUNITIES PROJECT Tourism Report 10 March 2021 Visitor Solutions Ltd and Fresh Info Ltd TOURISM REPORT | PROJECT BACKGROUND AND PURPOSE 1 FINAL Report prepared by: Craig Jones, Gordon Cessford, Shane Vuletich and Alex Beer Visitor Solutions Ltd and Fresh Info Ltd For Boffa Miskell and Stantec Document Quality Assurance Bibliographic reference for citation: 2021. Visitor Solutions Ltd & Fresh Info Ltd 2021. Milford Opportunities project: Tourism Report. Prepared by Visitor Solutions Ltd & Fresh Info Ltd and Fresh Info Ltd for Milford Opportunities Project. Prepared by: Craig Jones, Gordon Cessford, Shane Vuletich & Alex Beer Visitor Solutions Ltd & Fresh Info Ltd Reviewed by: Craig Jones & Shane Vuletich Visitor Solutions Ltd & Fresh Info Ltd Status: Final Revision / version: 7 Issue date: 10 March 2021 3 February 2021 Template revision: 20200422 0000 File ref: Tourism Report.docx © Visitor Solutions Ltd & Fresh Info Ltd 2021 MILFORD OPPORTUNITIES PROJECT : TOURISM REPORT FINAL CONTENTS EXECUTIVE SUMMARY 1 1 PROJECT BACKGROUND AND PURPOSE 11 PROJECT AMBITION 11 PROJECT PILLARS 11 PROJECT OBJECTIVES 12 NATURAL DISASTERS AND COVID-19 IMPACTS 13 WORKSTREAM OBJECTIVES 13 SCOPE OF WORK 14 CONNECTION TO PILLARS 16 2 BASELINE: CURRENT STATE 17 VISITOR NUMBERS 17 TEMPORAL SPREAD OF VISITORS 19 TRAVEL PATTERNS 20 BOAT CRUISE CAPACITY AND UTILISATION 26 ECONOMIC FOOTPRINT 29 3 RECREATIONAL USE 35 ACTIVITY TYPES AND SCALE 35 DEPARTMENT OF CONSERVATION CONCESSIONS 35 DOC CAMPSITE DEMAND 44 DOC VISITOR ACTIVITY COUNTERS 46 4 VISITORS, EXPERIENCES AND EVALUATIONS 57 REVIEW OF RESEARCH REPORTS – KEY POINTS 57 ANALYSIS OF VISITOR EXPERIENCE REVIEWS – KEY POINTS 60 5 UNDERSTANDING COMMERCIAL OPERATOR AND RECREATIONIST PERCEPTIONS 69 OPERATORS 69 RECREATIONISTS 71 6 JOURNEY MAPPING AND VISITOR PERSONAS 73 JOURNEY MAPS 73 VISITOR PERSONAS 78 WORKING VISITOR TYPOLOGY 87 7 SHORTLIST OPTIONS 94 MILFORD OPPORTUNITIES PROJECT : TOURISM REPORT FINAL INTRODUCTION 94 SHORTLISTING PROCESS 94 SUMMARY SHORTLIST OPTION DESCRIPTIONS 95 SHORTLIST – OPTION DETAILS 99 SHORTLIST – POTENTIAL IMPACTS 112 8 COMMENTS ON SPECIFIC SHORTLIST OPTIONS 121 VISITOR CAP 121 RESIDENT ACCOMMODATION 121 AERODROME 124 CRUISE SHIPS 126 9 RECOMMENDED OPTION 132 INTRODUCTION 132 GENERAL NETWORK ISSUES 132 TE ANAU AND SURROUNDS 135 THE CORRIDOR 136 MILFORD SOUND PIOPIOTAHI 138 10 COST BENEFIT ANALYSIS 140 BACKGROUND 140 CBA METHODOLOGY 143 LONG-TERM DEMAND PROJECTIONS 144 THE IMPACT OF ACCESS PRICING ON DEMAND 146 COST-BENEFIT ANALYSIS 148 11 SUMMARY AND CONCLUSION 155 12 REFERENCES 156 13 APPENDICES ERROR! BOOKMARK NOT DEFINED. APPENDIX 1: VISITOR MONITORING PLAN 159 APPENDIX 2: VISITOR NATIONALITY PROFILES 184 APPENDIX 3: LONG LIST 204 APPENDIX 4: CBA INPUTS 245 TABLES Table 1: Inbound vehicle and passenger no’s, Homer Tunnel, 2019 . 21 Table 2: No. of passenger seats at MFN, 2019 .................................... 23 MILFORD OPPORTUNITIES PROJECT : TOURISM REPORT FINAL Table 3: Shares of passenger seats at MFN, 2019 ............................... 23 Table 4: Recreation concessions – numbers and types ..................... 38 Table 5: Infrastructure Concessions – Numbers and types ................. 38 Table 6: Milford Sound Recreation Concession Sites .......................... 40 Table 7: Milford Road Corridor Recreation Concession Sites ............. 40 Table 8: Wider Te Anau/Manapouri Recreation Concession Sites .... 42 Table 9: Infrastructure Concession sites ............................................... 44 Table 10: Bed night growth – different DOC campsites ..................... 44 Table 11: DOC campsites – Milford Corridor ....................................... 46 Table 12: DOC Visitor Activity Counter Records (10yr) ....................... 56 Table 13: Reviews Summary – of multiple sites/experiences .............. 61 Table 14: Milford transport modes – review respondents ................... 62 Table 15: Overall online review rating scores ...................................... 63 Table 16: Overall positive online reviews ............................................. 63 Table 17: Overall positive visit recommendations .............................. 64 Table 18: In-depth Reviews – Coded Summary Themes (count of mentions and positive / negative status) ............................ 66 Table 19: Broad Visitor Group Typology .............................................. 88 Table 20: Summary Visitor Group Typology Features (derived from still active categories / terminologies first defined in the Department of Conservation Visitor Strategy, 1996) .......... 90 Table 21: Shortlist – Recreation / Tourism Development Options ..... 100 Table 22: Shortlist – Impacts: Recreationists / Visitors / Operators ... 112 Table 23: Resident Accommodation Preliminary Estimates ............. 123 Table 24: Coach System Capacity and Associated Data ............... 133 FIGURES Figure 1: Visitor no’s to Milford by year ................................................ 17 Figure 2: Int. visitors to Milford vs holiday visitors to NZ ....................... 18 Figure 3: Actual and projected visitors to Milford ............................... 18 Figure 4: Share of Int. visitors to named attractions ............................ 19 Figure 5: Av. daily visitors to Milford/month ......................................... 19 Figure 6: Av. hourly vehicle to/from Milford, Feb 2019 ....................... 20 Figure 7: Av. no. vehicles in Milford/hour, Feb 2019 ........................... 20 Figure 8: Mode of transport used to access Milford ........................... 21 Figure 9: Av. daily inbound vehicles at Homer Tunnel ........................ 22 Figure 10: Monthly inbound vehicles vs visitors ................................... 22 MILFORD OPPORTUNITIES PROJECT : TOURISM REPORT FINAL Figure 11: Annual passenger seats into MFN 2008-2019 ..................... 23 Figure 12: Av. daily landings at MFN by year ...................................... 24 Figure 13: Av. daily landings at MFN/month 2007-2019 ...................... 24 Figure 14: Av. daily landings at MFN/month in 2019 ........................... 25 Figure 15: Share of int. visitors to Milford by type ................................ 25 Figure 16: Where int. visitors to Milford stay overnight locally ............ 26 Figure 17: Proportion of int. visitors also visiting Milford, Feb 2019 ...... 26 Figure 18: Av. daily boat cruise departures/hr, 2018/19 ..................... 27 Figure 19: Av. daily boat cruise departures/15mins, 2018/19 ............. 27 Figure 20: Av. daily boat cruise capacity/hr, 2018/19 ........................ 28 Figure 21: Av. daily boat cruise capacity/15mins, 2018/19 ................ 28 Figure 22: Boat cruise capacity utilisation, 2018/19 ............................ 29 Figure 23: Fiordland visitor economy size, 2019 ................................... 29 Figure 24: Av annual visitor no’s to Milford, 2014-19 ........................... 30 Figure 25: Av. nights in NZ - visitors to Milford, 2014-19........................ 30 Figure 26: Av. spend/night in NZ - visitors to Milford, 2014-19 ............. 31 Figure 27: Age group - visitors to Milford, 2014-19 ............................... 31 Figure 28: Gender - visitors to Milford, 2014-19 .................................... 32 Figure 29: Purpose of NZ travel - visitors to Milford, 2014-19 ............... 32 Figure 30: NZ travel style - visitors to Milford, 2014-19 .......................... 33 Figure 31: Int. port of entry - visitors to Milford, 2014-19 ...................... 33 Figure 32:Travel party composition - visitors to Milford, 2014-19 ......... 34 Figure 33: Bed night growth – different DOC Campsites .................... 45 Figure 34: Annual bed night growth – total DOC Campsites ............. 45 Figure 35: DOC Counter records (10yrs): Key Summit ........................ 48 Figure 36: Daily Visitor Activity Counts/hr: Key Summit ....................... 49 Figure 37: DOC Counter records (10yrs): Gertrude Valley ................. 49 Figure 38: Av. Daily Visitor Activity Counts/hr: Gertrude Valley ......... 50 Figure 39: Av. DOC Counter records (10yrs): Lake Marian ................. 51 Figure 40: Av. Daily Visitor Activity Counts/hr: Lake Marian ............... 51 Figure 41: DOC Counter records (10yrs): Te Anau VC (DOC) ............ 52 Figure 42: Av. Daily Visitor Activity Counts/hr: Te Anau VC (DOC) .... 52 Figure 43: DOC Counter records (10yrs): Brod Bay/Kepler/Waiau .... 53 Figure 44: Av. Daily Visitor Activity Counts/hr: Brod Bay ..................... 53 Figure 45: DOC Counter records (10yrs): Southern Scenic Route ...... 54 Figure 46: Milford transport modes – review respondents .................. 63 Figure 47: Recreationists – Hypothetical Journey Map....................... 75 MILFORD OPPORTUNITIES PROJECT : TOURISM REPORT FINAL Figure 48: Domestic Visitors – Hypothetical Map ................................ 76 Figure 49: International Visitors – Hypothetical Journey Map ............ 77 Figure 50: Example – single room ....................................................... 122 Figure 51: Example – double room .................................................... 122 Figure 52: Example – communal space ............................................ 123 Figure 53: Visiting cruise ships/ total visits .......................................... 126 Figure 54: A cruise ship in Milford Sound Piopiotahi. ......................... 129 Figure 55: Cruise ship profile 1. ........................................................... 129 Figure 56: Cruise ship profile