Confused about tourism terms or have a question about tourism in Hawke’s Bay?
We’ve covered off your FAQs here…
Who is Hawke’s Bay Tourism?
Hawke’s Bay Tourism is a Regional Tourism Organisation (RTO). There are roughly 30 RTO’s spread around New Zealand, each is responsible for marketing their respective area to visitors.
What is the role of Hawke’s Bay Tourism?
The role of Hawke’s Bay Tourism is to ‘catch them’ (the visitor) and the role of the Hawke’s Bay tourism industry is to enrich the visitor experience making it so memorable while they are here they will spend more and return. The majority of Hawke’s Bay Tourism’s activity is undertaken outside the region – where our future visitors are.
Hawke’s Bay Tourism has achieved success through a number of activities, such as;
- 6 years of consistent marketing since 2011 under the “Get me to Hawke’s Bay” tagline and brand. A seasonal campaign message was introduced in July 2015 alongside “Get me to Hawke’s Bay”.
- There has been an increase in over 600,000 additional visitor nights spent in Hawke’s Bay over since 2011.
- HBT has developed a sound strategic plan for growth which has resulted in increased funding from the Hawke’s Bay Regional Council. Our goal is to match the national target of 5% per annum growth in visitor expenditure.
- A regional website www.hawkesbaynz.com now delivering well over 300,000+ users per year.
- Social channels like Facebook (87,000 followers) have Hawke’s Bay messages reaching up to 5 million people each year.
- Using international and national media to tell our story. In the last year sixty journalists have been to Hawke’s Bay, the resulting coverage will reach an estimated 100 million people. To buy that coverage would have cost $10 million plus and with the support of our tourism sector it cost us just $10,000!
- 220 travel agents in 22 groups have experienced Hawke’s Bay in the last year, this opens up our region to new markets and business opportunities and ultimately gets Hawke’s Bay on the itineraries of future travellers to New Zealand.
- Events give people a reason to visit and provide us with an opportunity to promote the region. Hawke’s Bay Tourism has established several events to drive visitors to our region. Both Summer and Winter F.A.W.C! tell our food and wine story perfectly, just as The Big Easy delivers a strong message about our cycle trails and the Hawke’s Bay lifestyle. Summer and Winter F.A.W.C! will see over 10,000 tickets sold this year and 2,000+ riders enjoyed The Big Easy 2017. Close to 40% of all those attending these events were from out of town.
- Helping build the capability of the local tourism industry and represent Hawke’s Bay within national and international forums and events ensuring our regions needs and views are heard at the highest level to ultimately deliver economic outcomes.
- The Hawke’s Bay Trails network is underpinned by Hawke’s Bay Tourism marketing campaigns and events. The Hawke’s Bay Trails have become a hugely valued tourism attraction for locals and visitors and are regarded as one of the country’s top cycling destinations.
What do they do? Don’t they just run events?
Hawke’s Bay Tourism’s primary role is to bring visitors to Hawke’s Bay, through marketing, events, media and PR, Travel Trade itineraries and any other available channels that will engage with potential visitors to Hawke’s Bay. Hawke’s Bay Tourism oversee and market two events; F.A.W.C! and The Big Easy with both attracting a large, growing number of visitors.
What actually is “tourism in Hawke’s Bay”? I don’t run a motel or a restaurant, how does tourism benefit me?
Tourism in Hawke’s Bay is quantified as economic benefit to the region from visitors. Whilst the typical “tourism business” may be accommodation, activities or restaurants” the spend and interaction goes much further than that. Visitors spend money in our supermarkets, petrol stations, retail stores, buses and trains that keep our suppliers engaged and our people employed.
For example, a visitor buys a cup of coffee at a cafe. The shop owner uses part of that dollar to pay for the coffee itself, which was purchased from a local distributor. The distributor uses this money to pay the driver who delivered the coffee. The driver pays his household utility bills and the utility contracts for improved infrastructure. This utility contract employs maybe 20 construction workers. One morning on the way to work, the 20 workers stop by the very same coffee shop and each has a cup of coffee.
What is a “visitor night”?
A guest night is equivalent to one guest spending one night at an establishment. For example, a motel with 15 guests spending two nights would report provision of 30 guest nights of accommodation.
What is “visitor spend”? How is this measured?
Statistics New Zealand provide Regional Tourism Organisations ( RTOs) with Monthly Regional Tourism Estimates (MRTEs). These provide regional stakeholders with absolute dollar estimates of tourism expenditure at a detailed regional level (i.e. by regional council, territorial authority, visitors’ country of origin and industry).
How reliable is the data?
Very reliable – the best methods have been used to combine the most reliable data sources available. It is a world first to apply this methodology to regional tourism data but the statistical techniques are well understood and have become standard in other areas, such as regional employment estimates.
The data sources used to derive the MRTE’s are the Regional Tourism Indicators (RTI’s), Statistics New Zealand’s Tourism Satellite Account (TSA) and the Ministry’s International Visitor Survey (IVS).
The methodology used to derive the MRTEs calibrates face to face electronic transaction regional expenditure so the total tourism expenditure by industry matches with the TSA. The TSA is derived by from all information available including New Zealand’s national accounts and provides the definitive account of the size and importance of tourism for the New Zealand economy. The electronic transactions expenditure by visitors’ country of origin is also calibrated to that in the International Visitor Survey to reflect the different national propensities of electronic card use.
Statistics New Zealand has tested this method and validated the results against a number of other tourism indicators including regional GDP, the Accommodation Survey, and surveys of domestic and international tourists. They are confident that the RTEs are as robust and reliable as possible.
Like any other data source, the MRTEs have their limitations. Statistics New Zealand hope to continually improve the quality and robustness of this data and welcome any feedback from users.
What does “occupancy rate” mean?
This derived variable is calculated by dividing stay unit nights occupied by stay unit nights available. In the case of the motel above (under “Visitor Nights”), if six of its 10 units were occupied every night in July, it would have 6 x 31 = 186 stay unit nights occupied, and its occupancy rate would be 60 percent.
Who are the visitors to Hawke’s Bay?
70% of visitors to Hawke’s Bay are kiwis. They may visit to see friends and relatives, attend an event, a wedding or a conference or may purely be in the region to have a holiday. Most visit during the summer months of December/January and February but increasingly visitors are coming in “shoulder season months” like October/November and March/April.
Where do they come from?
70% are New Zealanders from areas such as Auckland, Wellington, Manawatu, Bay of Plenty and Hamilton/Waikato. 30% are International visitors and come from traditional markets such as the UK, Europe North America and Australia with Chinese visitors growing at a significant rate.
What do they do?
Our Art Deco history and tours is a very popular reason to visit all year round as well as for the Tremains Art Deco Weekend. Food and wine is a huge draw card with visitor lapping up our wineries, restaurants, farmers markets and food and wine tours. Gannets and cycling also rate very highly as does our beautiful natural scenery and great weather.
Why are Cruise Ship Passengers good for Hawke’s Bay?
Every year the Port of Napier welcomes between 80-100,000 cruise ship passengers. They spend a varied time frame in town (between 4-10 hours) and during their time they visit attractions and tours, eat and drink, shop and stock up on supplies. Many use cruising as a way to see a destination and make a decision where they will take a land based holiday. Many indicate they will return for a leisure holiday and many do.