Discussing Tourism - Presented by Rowan Worner
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Discussing Tourism Presented by Rowan Worner July 2017
Introduction ChristchurchNZ represents the interests of tourism, economic development and growth, international education, major events and conventions in the Christchurch and Canterbury region. As an organisation we provide the vision and leadership to ensure sustained growth and prosperity across all of these sectors.
Our new Brand
Opportunities Challenges
• ChristchurchNZ established • Perception of Christchurch
• Visitor Strategy – CHCH & Canterbury • Tourism infrastructure projects slow progress
• Recovering the Australian market • Christchurch city visitor experience
• Canterbury region doing well • Sufficient Funding
• City in rebuild • Road works/ city in rebuild
• Hospitality areas • Seasonality
• Avon River Precinct • People & Skills – working with Ara to address
this
• The Arts Centre/historical precinct
• Negative Media
• Accommodation stock improving • Future challenges – we are still dealing with our
• 56 million cruise wharf approved current challenges!
• Bike park reopening
• Rebuilding our conference sector
• Major eventsWhat the numbers say
Christchurch Airport arrivals
The Christchurch airport as the primary gateway to Christchurch and the South Island. The airport is doing well
with arrivals climbing. China is exceptional with the arrival of Air China Southern however….
Visitor arrivals from Australia at CHC airport Visitor arrivals from China at CHC airport
350,000 50,000
45,000
300,000
40,000
250,000
35,000
30,000
200,000
25,000
150,000
20,000
100,000 15,000
10,000
50,000
5,000
0 0
Holiday All purposes
Holiday All purposesMarkets - China
Chinese visitors spend less time in the country so don’t tend to spend time in cities
Estimated number of tourists from China to NZ Average estimated length of stay - Chinese tourists NZ
10
350,000
9
300,000
8
250,000 7
6
200,000
5
150,000 4
3
100,000
2
50,000
1
0
0Markets - Australia
Australia is closer –The length of stay is low however they are more likely to have a city and a one
region experience and come back more often.
Average estimated length of stay - Australian tourists Estimated number of tourists from Australia to NZ
600,000
13
500,000
12
400,000
11
300,000
10
200,000
9 100,000
0
8Markets – All Markets
Estimated number of tourists to NZ from main source Estimated average length of stay - Main source
countries (excl. Australia) countries; all of NZ (excl. Australia)
350,000 35
300,000 30
250,000 25
200,000 20
150,000 15
100,000 10
50,000 5
0 0
Canada China England Germany Japan Korea USA Canada China England Germany Japan Korea USAAccommodation
Number of accommodation establishments Occupancy rate, Christchurch Accommodation
in Christchurch 80
240
75
230
70
220
65
210
60
200
55
190 50
180 45
170 40
160 35
150 30Christchurch Visitor Strategy
The Visitor Sector Recovery Roadmap The primary focus of the ChristchurchNZ visitor strategy is reclaiming Christchurch’s pre-earthquake role and status over the next decade by providing a clear strategic direction that tactical decision-making can align to.
How will the visitor strategy work for us
Long-term strategic framework for growing the visitor economy
Enhance the Visitor Target the right visitors at the
Experience right time
Transform Christchurch into an edgy 21st century Attract high spending visitors in shoulder
city with a difference that becomes a ‘must see’ and off- peak periods to grow value and
destination for domestic and international visitors. reduce seasonality.
The Christchurch
Story
Connect with Residents Strengthen Gateway Role
Increase local pride, awareness, off- peak demand, Expand domestic and international air networks
and marketing reach by encouraging residents to and sea port entry (cruise), positioning
experience and endorse their own region. Christchurch as gateway to the South Island and
Antarctica.Staged approach to growing the visitor economy
Get organised Lay the platform Build Momentum Accelerate
2016 2017-2019 2020-25 2026
Put all necessary Focus on enhancing Increasingly unconstrained
measures in the visitor delivery of the Leverage the
place to ensure experience and Christchurch Visitor outstanding
that The Christchurch
building demand Strategy to regain product, profile
Christchurch is during shoulder and Christchurch’s pre- and capability
properly Story
off –peak to smooth earthquake share of the developed over
organized and demand and national visitor economy the previous 10
resourced to improve asset years to continue
by 2025.
take full ultilisation. growing
ownership of Drive continuous Christchurch’s
Optimize within the improvement in product, market share
the constraints imposed across all major
opportunities profile and capability
by the rebuild visitor segmentsMarketing Strategic Priorities to 2017/18
• Increase share of domestic visitors through a strong local engagement
programme
• Strengthen relationships and engagement within the industry
• Enhance the online experience with engaging content
The Christchurch
• Increase awareness andStory preference for Christchurch and Canterbury key
in international marketsEveryone has a part to play in delivering the visitor strategies for the city and region
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