Increased marketing investment to attract domestic visitors is keeping Whakatane’s tourism economy buoyant in the wake of COVID-19 and the 2019 Whakaari/White Island eruption.
Following the pattern from the July school holidays, Marketview data shows total spend in the town centre increased for the spring school holidays and over Labour Weekend compared to the same periods last year. For the visitor sector, hospitality and accommodation fared particularly well with close to 18% growth.
Whakatane District Council Tourism and Events Manager Nicola Burgess says the results are a relief after a particularly challenging year.
“It has been interesting to keep an eye on visitor and spend data this year and we’re thrilled with the number of domestic visitors coming throughout our usually quieter months. In a way COVID-19 has helped this market growth with the borders closed. But, we are wary of what will happen when the borders begin to open again and we’re still without a major international visitor attraction.”
Ms Burgess says a three-year tourism recovery plan is currently being developed which focusses on continued growth for the domestic market and how to attract international visitors in the medium to longer term. For the time being, capturing eager domestic travellers is a priority.
“While the borders remain closed, New Zealander’s are exploring their own country and are looking at places they’ve never been to. We’re well-positioned to meet this market and received a really positive response at the recent Motorhome and Caravan show in Hamilton. Kiwis want a true escape, off the beaten track, without the crowds and plenty of social distancing!”
Marketing campaign work continues to raise the profile of Whakatane and the Eastern Bay of Plenty for domestic travellers. And, Ms Burgess says supporting tourism operators is a priority, ensuring bookable visitor attractions are highlighted in all marketing activity.
In the past few months Whakatane has featured in Air New Zealand KiaOra magazine, Good magazine, New Zealand Herald, Newstalk ZB and for the first time on television. An exclusive television commercial aired on Freeview channels Choice and HGTV for September, reaching over 530,000 viewers in the 30-64 age bracket. This content is in addition to regular marketing activity across social media, YouTube, Google, print titles and EDM (Electronic Direct Mail).
As a result of increased awareness, visitors are coming from outside Whakatane’s traditional central North Island visitor market. Whakatane District Council Tourism Marketing Advisor Anna Williams says marketing messaging is carefully curated to ensure what is promised meets expectations for these new visitors.
“We’ve been very mindful of ensuring our marketing activity has a ‘Whakatane’ flavour to it. The experience you get here is very laid back and slow-paced but that’s the beauty of it and it’s a key point of difference.
“We need to educate visitors from bigger centres that our cafes close a bit earlier, shops aren’t open all weekend and tourism activities only operate on certain days, particularly during the shoulder seasons. We know this might be frustrating for some people, so it’s important that we respond to this by educating visitors on Whakatane as a place to slow down and have a true escape,” she says.
As an interesting and busy 2020 draws to a close, Ms Williams says the team are developing content and scheduling media for a large campaign due to launch in February next year.
“We are really excited about next year’s campaign which aims to be attention grabbing and a bit tongue-in-cheek to achieve cut through in a busy domestic market. We have been fortunate to work with a very clever creative director who has captured the essence of Whakatāne and the Eastern Bay of Plenty, staying true to the experience you get when visiting.”
The February marketing campaign aims to encourage visitors during autumn and winter and a second campaign phase will begin next spring.