media & trade • newsletter

July 2009

CEO Comment

Guest Night Trends and Infrastructure Needs

As we move through this challenging time for the region's tourism sector, some early trends from the monthly Commercial Accommodation Monitor are worth noting as we all try to predict what's next. 

At the end of April 2009, Nelson Tasman recorded -4.7% fewer guest nights than the April 2008 year.  The national average decline was 3.2%, so we're doing a little worse than average. 

An interesting pattern is emerging though and while it's early days, so far through the downturn Nelson Tasman is doing better than the national average in international nights and worse in domestic nights.  Why?

Intense airline competition on main trunk air routes is offering airfares between our large cities at giveaway prices.  Kiwis are taking advantage of that and businesses in the cities are benefiting.  Airfares have a huge influence on domestic and international travel patterns as does the massive marketing budgets airlines spend.  Business travel levels also continues to benefit the cities more than the regions and kiwis are being lured offshore by deals too good to turn down.

Our better than average international performance we put down to our appeal towards the Australian and German markets, the only two markets growing for New Zealand at the moment. The resilience of youth travel, another strength for our region, is impacting positively.

We're ahead in international nights and below the average in domestic growth - more than ever we need a step change to turn that situation around.  We have excellent air capacity and good airfares, but with a lack of competition the marketing muscle of airlines won't help us out.

Events and Conferences are keys to turning-on the domestic market and last month the new Nelson Events website was launched - check out www.itson.co.nz for details.  Use it and promote it!  Link your web-site to generate traffic. 

Conference infrastructure is also a step closer with Nelson City Council agreeing to allocate $32 million to a regional performing arts and conference centre.  If only it could be built tomorrow .....

2009 Ecotourism NZ Conference      

Register now to attend the 2009 Ecotourism NZ Conference, 5-6 August 2009, right here in your own backyard! 

This year’s Ecotourism NZ Conference, to be held at Nelson Marlborough Institute of Technology in Nelson, will be the first time the event has taken place outside of the West Coast since it began in 2006.  Tai Poutini Polytechnic and NMIT have joined forces to put together an exciting programme for this year’s conference.

Speakers include industry experts, environmentalists and representatives from Government agencies and tourism organisations.  Delegates will get involved in hands-on learning opportunities, in depth discussion and debate.

Be inspired, learn from others in ecotourism, share ideas and have fun. Enjoy field trips to successful ecotourism operations, social events, business workshops and networking opportunities.

For more information or to register visit www.ecotourismnz.com 

1 Million Aussies to NZ!      

Over one million Australian visitors (1,001,880) arrived from Australia in New Zealand in the year to May.  This doubles the number of visitors to NZ from Australia 10 years ago.

An additional $2.5 million was made available by the Government for promotional work in Australia and was matched by Air New Zealand.  The airline’s "The Big Shout" promotion provided a free flight on Air NZ's domestic network with every trans-Tasman flight sold.  As a result May and June travel numbers from Australia were up 50% while domestic flight booking add-ons increased by 132 per cent. 

Air New Zealand's Group General Manager Short Haul Airlines, Bruce Parton said "It means there have been an estimated 15,000 Australians visiting regional New Zealand these past two months."

In addition to the consumer campaign, Air NZ also supported New Zealand regions to attract Australian media to visit.  Nelson Tasman Tourism's pitch to Australian publication Mindfood was successful, and Air New Zealand picked up the bill for the visiting journalist's flights. 

Thirteen conference organisers hosted in Nelson Tasman      

Thirteen conference organisers from Auckland, Wellington and Christchurch were invited to visit Nelson Tasman last week and sample for themselves what our region has to offer their next event.

The hand-picked group were flown to Nelson and hosted over two days by Grand Mercure Nelson Monaco and Nelson Tasman Tourism.  While in Nelson they visited a number of conference venue and activity options and were treated to some true Nelson Tasman hospitality courtesy of their hosts at Grand Mercure Nelson Monaco. 

Conference organiser and participant, Di Mitchell of Industry Management Systems commented that she found the weekend 'very enjoyable and informative' and confirmed that she would definitely be using Monaco for their upcoming AGM.

Pictured: Lisa McCloskey, Robyn Randomski and Doug Tilsley prepare for launch at Happy Valley Adventures’ Skywire.

Nelson Tasman Food for the Mind      

Nelson Tasman features in a four-page spread in the July/Aug issue of glossy lifestyle magazine, Mindfood. 

The feature was the result of a May visit by Sydney-based journalist, Nicola Harvey, at Nelson Tasman Tourism's invitation. The publication has a circulation of 30,000 in New Zealand and 20,000 in Australia.

US feature on Nelson takes to the air      

Local operators, Katie Thurston and Warren Hoy of Enriching Day Spa were delighted to hear that they will soon feature on Air NZ inflight entertainment channels on US cult TV series ‘Hippy Gourmet.’

Enriching Day Spa hosted the US based production team when they visited Nelson in April this year to film footage for a 30 minute episode for Organic Living TV USA.

From September, this and other episodes of 'Hippy Gourmet' filmed during their recent visit to New Zealand will be advertised on in-flight entertainment channels. 

Click here to watch Enriching Day Spa on Organic Living TV USA.

China Market Update from Tourism New Zealand - Friday 7 August      

Do you have an interest in the Chinese traveller market? 

In recent months several of the region's tourism operators have been involved in hosting Chinese media here in Nelson Tasman.  While Nelson Tasman currently does not see a lot of visitors from this rapidly changing market, China is now New Zealand's fourth largest, and one we need to maintain an awareness of. 

Tourism New Zealand's Regional Manager North Asia, Mark Frood will be providing a China market overview on Friday 7 August here in Nelson Tasman, at a time and venue to be confirmed.

Please indicate your interest in attending this presentation by emailing Astrid Fisher, International Marketing Manager, Nelson Tasman Tourism.

Official Nelson Tasman Region Visitor Guide      

Operators will receive early next week, by post, information on advertising opportunities within the 2010 Official Nelson Tasman Region Visitor Guide, which is due for release in September 2009.

Ensure you book your space early to get your share of our lucrative visitor market!  Key benefits of advertising include;

• 110,000 copies distributed annually around New Zealand and across the world
• The only Nelson Tasman visitor publication displayed at over 90 i-SITE Visitor Centres throughout New Zealand
• Featured at over 680 other key locations throughout New Zealand via the Jasons distribution network

Rates are;

1/4 page         $795 plus GST 

1/2 page         $1,195 plus GST

Full page        $1,950 plus GST

Double page  $3,450 plus GST

The final date for paid applications is 7 August 2009. 

Visitor Centre Display Advertising      

You should have received your copy of the 2009-2010 Rate Card in May- please let us know if you have not received your copy.

The rate card includes details of brochure & poster display within Nelson, Golden Bay & Murchison visitor centres.

If you have not yet renewed your advertising, it is important to do so now to make the most of the display period 1 July 2009 - 30 June 2010 as pro rata rates are not available.  Simply log on at www.NelsonNZ.com/advertise.with.us to make your purchase.  Make sure you check out the rate card to make the most of the special deals, such as the 10% DIY discount for purchasing online, and 20% discount for brochure advertising in all three centres.

If you need help with the payment and purchase process, please contact Michael on 03 545 6851 or email Michael@NelsonNZ.com.  If you do not wish to continue displaying, it would be appreciated if you could let Michael know so that we can allocate the space to someone else.

Monthly Statistics      

Here are the latest Nelson Tasman statistics on domestic and international guest nights.

Guest Nights	Apr 09	% Change Apr 08	YE Apr 09	% Change YE Apr 09
Domestic	61,270	3.1%	790,380	-6.3%
International	37,600	11.8%	438,470	-1.7%
Total	98,871	6.2%	1,228,850	-4.7%

 
Source: Statistics NZ

What's New - Operator Update      

Snippets      

• Many of you have inquired about your advertising on www.NelsonNZ.com - this website is currently under review and operators will be contacted in early September with details on the advertising opportunities that will be available for the 1 Oct - 30 Sept website advertising year
• We have been contacted by two of the Swedish Cultural Tourism students who studied at NMIT earlier this year.  They would like to return to New Zealand and are looking for employment within the tourism industry in Nelson Tasman.  If you would like to learn more about these curious, ambitious and hardworking swedes, please contact Therese thereselundqvist.@live.se and Magdalena lena.korsman@yahoo.se
• The Ministry of Tourism's Research Team is pleased to announce some new resources on its research website - these include profiles for each of New Zealand's top nine markets, plus an overall report. http://www.tourismresearch.govt.nz/Data--Analysis/Tourism-Sector-Profiles/International-Visitor-Markets/  The reports provide excellent contextual information about the markets; air links to NZ, propensity to travel, when they travel, regions they visit, length of stay, spend and
  what they do & more.  When focusing on particular markets it's also useful to use Tourism New Zealand's market guides. These have a different focus including how to do business in the market, satisfaction levels, Tourism New Zealand activity in the market, etc http://www.tourismnewzealand.com/tourism_info/market-research/market-guides/market-guides-home.cfm

BUSINESS TIP OF THE MONTH

Did you know you can register your business for free on www.NewZealand.com?

This gives you access to an audience of long-haul visitors, a web presence and the opportunity to be connected to potential overseas visitors. It also lets you set up a link to your own website.

Tourism New Zealand offers this for free because they believe that it is the people of this country that make New Zealand a unique destination.

To register, all you need to do is complete the registration process at www.register.nztb.co.nz