29 Jun 2009
Tourism strategy focuses on operator capability
The Eastern Bay of Plenty Tourism Strategy has been released and has been presented to tourism operators from throughout the region.
The strategy focuses on building operator capability in marketing and operations to improve their financial sustainability, as well as developing new products and experiences that will appeal to niche markets and provide visitors with more reasons to visit, stay longer and spend more in the Eastern Bay.
It is expected to improve co-operative marketing relationships within and outside the three districts of the Eastern Bay of Plenty, while also increasing awareness of what the Eastern Bay of Plenty has to offer domestic and international visitors and locals (the latter as referrers to visitors). Strategies and actions have been set up to achieve each of these objectives.
Emphasising the need for the Eastern Bay of Plenty’s tourism sector to unite to ensure their business viability, the strategy identifies as a key issue the fact that most tourism ventures in the region are small, with owners required to spread their attention across every business discipline. The seasonality of tourism in the region and lack of skilled staff are also identified as issues.
Advocating product development to appeal to new and niche markets, the strategy document says areas of good potential include a high quality hotel and conference centre and it says greater access to natural areas could attract more visitors for specialist sports training and events.
Emphasising the need to develop tourism experiences that cross regional boundaries, the strategy makes the point that visitors are increasingly seeking a greater understanding of the regions they visit. This takes on more importance when research shows that visitors who engage in art, cultural or heritage experiences are more highly satisfied with their visit to the region over all.
As part of implementation of the strategy, Toi-EDA has also set up a tourism advisory group comprising Sandie Dixon, Dot Wilson (Opotiki); Su Cammell, Marie Moncur (Kawerau); White Island Tours (Whakatane); Rob Franklin (Te Urewera); Mary Hermanson, Nicola Burgess Toi-EDA); Steve Brightwell (DOC) and an Iwi representative.
Meanwhile, total visits by travellers to the Bay of Plenty are forecast to rise from 3.07m in 2007 to 3.37m in 2014 - an increase of 9.7% (297,400) or 1.3 percent a year.
International visits are forecast to increase from 229,600 in 2007 to 288,700 in 2014, representing a growth of 59,100. The share of total visits generated by international visitors will increase from 7.5 percent to 8.6 percent.
Domestic visits are expected to show similar growth, from 2.84m in 2007 to 3.08m in the same period, representing growth of 238,300 or 8.4 percent.
The share of total visits generated by domestic visitors is expected to decrease slightly from 92.5 percent to 91.4 percent.
More news from Toi-EDA
