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 works within the Hawke’s Bay Regional Council boundary so represents as far north as the Wairoa District which covers Mahia, Morere, Lake Waikaremoana all the way to Central Hawke’s Bay.
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 http://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! See some of the results here…
- 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 each year and close to 2000 riders enjoyed The Big Easy 2017. Close to 40% of all those attending these events were from out of town. The Air New Zealand Hawke’s Bay International Marathon held in May each year sees close to 5,000 runners (80% are from outside of Hawke’s Bay) as well as a support crew of close to 10,000 people.
- 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.
Hawke’s Bay Tourism works closely with a number of entities in Hawke’s Bay and is part of Matariki. Matariki is the Regional Economic Development Strategy and Action Plan for Hawke’s Bay. Organisations from across Hawke’s Bay (councils, iwi, businesses and government agencies) are responsible for different projects. The focus is on working together to grow jobs across the region, increase household incomes and raise Hawke’s Bay economic performance.
For more information visit the Matariki website.