The Whakatāne District Tourism and Events team hopes a significant amount of work to encourage visitors for the summer and autumn seasons will result in a much-needed boost for local businesses, following a challenging year.
The visitor dollar is vital for the local economy, particularly for the hospitality and retail sectors. Annually visitors to the Whakatāne District spend around $68 million in the retail sector (excluding fuel and automotive) and approximately $29 million in hospitality services. Over 1200 people in the district are employed in the tourism sector.
Tourism data shows it’s been a challenging winter to attract the visitor dollar, corresponding with a tight economy across the country. For the six-month period May to October this year, visitor spending was down -0.9% compared to same period last year. This compares favourably to other regions around the country, with some dropping more than 10% for the same period. More positive signs came from just released October data, with 3.2% growth in Whakatāne District visitor spending compared to October 2023.
Although visitor spending dipped in the past few months, annually it’s trending upwards. Despite the setbacks of the Whakaari eruption and Covid-19, tourism expenditure grew 14% from 2019-2023. Infometrics data shows tourists in the Whakatāne District spent a total of $165.8 million in 2023. International visitors contributed 12.2% of the visitor dollar in 2023, while domestic visitors contributed 87.8%.
While visitors are encouraged year-round through multiple marketing campaigns and events, particular focus is made during the summer season to encourage the influx of visitors to stay longer and spend more while here. Marketing activity also encourages day-trippers who stay at nearby holiday spots, such as the Rotorua Lakes area and beaches south of Mount Maunganui.
Whakatāne District Council Senior Tourism Marketing Advisor Anna Williams says this year has been the biggest yet in delivering tourism marketing activity.
“We know this year has been incredibly tough for businesses, so we’ve been focusing on best bang-for-buck, ensuring a strategic approach to our work to encourage visitors. We reach millions of Kiwi’s with our marketing activity, from broad, multi-channel awareness campaigns, to hosting journalists, influencers and content creators, plus highly targeted niche market campaigns and local campaigns.
“Much of our work isn’t visible locally as campaigns target people living outside the district, to encourage them to plan a holiday here. We target Kiwi’s for longer summer stays and short breaks throughout the year.
“Results and feedback show awareness of our rohe as a visitor destination is high amongst the domestic market but there is still work to be done to highlight the range of things to do here while on holiday. Building awareness of experiences is important when potential visitors are in the consideration phase – they have a short list of holiday destinations and particular experiences will determine their final decision,” she says.
Work is also being done to target niche markets with a particular interest in the area, such as golfers, fishing enthusiasts, motorhome travellers and foodies.
Ōhope is a drawcard for golf holidays with thousands of golfers visiting in small or larger groups. Ōhope Beach Golf Links General Manager Darrin Hannah says close to 6000 visitors have booked a round at the club in 2024.
“Ōhope is very much a destination on the radar or kiwi golfers, with Ōhope Beach Golf Links listed in the top 30 clubs to play at in New Zealand. Adding to that, we have the best beach in the country, spectacular scenery, great accommodation and dining options, and an excellent climate. And for the really keen, Whakatāne Golf Club is a short drive away for an equally great round. It’s no wonder the word is spreading among golf-enthusiasts that the Eastern Bay of Plenty is the place to come for a golf holiday.”
The motorhome market continues to grow with retirees travelling around the country. Recently the Whakatāne District Council Tourism team attended the NZMCA Motorhome and Caravan show at Mystery Creek, as a collaboration with Tairawhiti Gisborne. Mrs Williams says it was an opportunity to work together to promote the East Coast Road Trip.
“Whakatāne and Gisborne are the start or end point for this iconic trip. The stand proved very popular with attendees interested in both practical information about the road and essential stops, as well as things to do along the way. Awareness of the regions was reasonably high, but motorhomers were particularly delighted with the range of experiences on offer. Tio Ōhiwa Oyster Farm had immediate bookings from promoting their harbour tours at the event.”
Marketing efforts have also stepped up to promote large events that attract visitors to the district. February’s Local Wild Food Festival will be featured in Air NZ Kia Ora, NZ House & Garden, UNO and NZ Outdoor Hunting magazines. April’s Flavours of Penty Food Festival also attracts significant media attention, with several events due to take place in Whakatāne and Ōhope.
Marketing and trade opportunities to attract international visitors to the Whakatāne District are managed in collaboration with Tourism Bay of Plenty. While international visitors make up a small portion of the visitor dollar, in 2023 $20 million was spent by overseas visitors, around the same amount as pre-Covid figures.