Clutha Destination Strategy (2019) “Managing Growth of Respectful Tourism” (Draft 19 August 2019) For Clutha Development Prepared by Destination Planning Ltd 1 Contents Clutha Destination Strategy (2019) .......................................................................................................................... 1 “Managing Growth of Respectful Tourism” ............................................................................................................ 1 Acronyms ................................................................................................................................................................ 6 Summary Destination Strategy ................................................................................................................................. 7 SWOT ....................................................................................................................................................................... 7 Vision ....................................................................................................................................................................... 8 Goals ....................................................................................................................................................................... 8 Objectives .............................................................................................................................................................. 8 Key Performance Indicators ................................................................................................................................. 9 Strategic Focus Areas ......................................................................................................................................... 11 Strategic Action Plan .......................................................................................................................................... 12 Destination & Experience Development ...................................................................................................... 12 Sustainability and Regenerative Tourism ...................................................................................................... 14 Industry Capability & Capacity Development ............................................................................................ 14 Destination Marketing ..................................................................................................................................... 15 Destination Management Implementation Arrangements ....................................................................... 15 Tourism Infrastructure (Separate Plan) .......................................................................................................... 15 Introduction .............................................................................................................................................................. 16 Why does Clutha need a Destination Strategy? ......................................................................................... 16 Destination Management Planning and Sustainable/Regenerative Tourism .......................................... 17 Project Approach ............................................................................................................................................ 18 Global Tourism Context and Trends ...................................................................................................................... 19 Global Tourism Trends ..................................................................................................................................... 19 National Tourism Context and Trends.................................................................................................................... 20 NZ Inbound Tourism Trends ............................................................................................................................. 20 New Zealand-Aotearoa Government Tourism Strategy ................................................................................. 22 Social License for Tourism (NZ) ....................................................................................................................... 25 National Tourism Data Requirements and Monitoring ................................................................................ 27 Funding for Tourism Development including Government Support .............................................................. 27 Clutha Destination Planning Context .................................................................................................................... 30 Tangata Whenua & Maori Tourism Opportunities ....................................................................................... 30 South Island and Regional Tourism Planning .................................................................................................... 32 South Island Destination Management Plan ................................................................................................ 32 Southland Murihiku Destination Management Plan .................................................................................... 33 Lower South Island RTO Collaboration (45 South) ....................................................................................... 34 Southern Scenic Route ................................................................................................................................... 34 Clutha Economic Development Strategy 2015 ........................................................................................... 34 Otago Regional Economic Development Framework ............................................................................... 36 2 Previous and Current Clutha Tourism Strategies .............................................................................................. 36 2004 Catlins Tourism Strategy ......................................................................................................................... 36 Catlins Community Tourism Strategy 2016-2026 ........................................................................................... 36 Clutha Visitor Strategy 2014-17 ...................................................................................................................... 38 Clutha Visitor Information Services Review ................................................................................................... 38 Other Council Statutory Planning ...................................................................................................................... 39 Department of Conservation Planning ............................................................................................................. 40 Concept of a Catlins National Park .............................................................................................................. 44 Clutha Destination Demand Side .......................................................................................................................... 46 Clutha Tourism Metrics ........................................................................................................................................ 46 Clutha i-SITE and Visitor Information Centre Contacts ................................................................................ 47 Clutha Gold Trail Counts ................................................................................................................................. 49 Clutha Visitor Market Segments ......................................................................................................................... 50 International ..................................................................................................................................................... 50 Catlins Freedom Camping Ranger Survey ................................................................................................... 51 Domestic Markets ............................................................................................................................................ 53 Segments that cross domestic and international ........................................................................................ 53 Travel trends and Niches .................................................................................................................................... 55 Clutha Destination Supply Side .............................................................................................................................. 57 Clutha Tourism Stocktake ................................................................................................................................... 57 Access & Transport .......................................................................................................................................... 58 Accommodation ............................................................................................................................................. 61 Qualmarked Operators .................................................................................................................................. 63 Attractions, Activities and Facilities ............................................................................................................... 64 Culinary Tourism