Kia Ora!

The news that contractors have been selected to build the 110 metre bridge on State Highway 25A was well-received, and also that remedial work along the Thames Coast road and elsewhere is almost complete.

But we all know we've got a long way to go to strengthen the connections to our communities and give confidence to travellers to and around Hauraki Coromandel. We must continue to communicate the "open for business" message and encourage our visitors to return.

Hauraki Coromandel has been the worst performing region in New Zealand for visitor spend for every single month of 2023 so far. In what is typically the busiest and most productive time of the year, Hauraki Coromandel had the biggest decrease in visitor spend compared to the same time last year.

Our team is covering a mix of short term marketing activity to counter negative perceptions and get visitors back while working with central government and local partners to gain funding support and to ensure the immediate and longer term needs of our wider tourism ecosystem are communicated and addressed.

Marketing campaigns

After the storms we were quick to release a map with travel routes and times that was a hit, and which continues to get great uptake. We then launched the Welcome to Our World video campaign and facilitated a Newstalk ZB targeted campaign with support from TCDC. This was all in an effort to attract visitors back and to counter the negative press associated with weather and roads. And then along came the Lucky Loop...

Lucky Loop promo

What started as a PR exercise grew into a marketing campaign. It was executed with the collaboration of many partners in the end: Hahei community members, after a generous offer from a global advertising agency CEO and Hahei local Marty O’Halloran. The DDB Group Aotearoa (including Mango PR) led the the campaign with support from us, TCDC, NZTA and others.  

The relationships called on by the DDB and Mango teams landed us over $1million of equivalent advertising value, completely out of range of regional marketing budgets. It was great to have some positive news delivered by major media channels after so much coverage regarding weather and roads associated with Hauraki Coromandel. 

We won't ever be able to repay all the people who contributed, but it is impressive evidence of what working together, with partners you never knew you had, can achieve.

Participate in our next campaign

We had many people reach out to ask how they could participate in the Lucky Loop, so now's the chance to contribute to the next burst of marketing activity, especially as our new website will launch soon.

So, load a deal (yes we always ask, but that's because they drive traffic to your website) and remember to tag @thecoromandel #goodforyoursoul on social so we can see and share the experiences you offer.

Where Kiwis Holiday - Australian campaign phase extended

Based on the success of our activity targeting potential visitors in east coast Australia, promotion of the digital component was extended free of charge by the publishers of the Sydney Morning Herald and the Australian Financial Review. 

Funding and support requests

Hadley, DHC general manager, met with the Ministers of Tourism and Transport to clearly articulate the demoralising situation of our tourism industry, and the mounting losses our businesses face while the visitor economy in the rest of the country is performing well.  Applications have been made requesting financial support to promote the destination in the short and medium term.

Having moved on from Visitor Sector Emergency Response Agency Group meetings Hadley is now participating in the NZTA Waka Kotahi Resilience Workshops to scope the building of strong and durable transport networks. Unsurprisingly the region’s Destination Management Plan has identified "Signage and travel by road, sea and air" as the key priority for the region (see P8).

DHC Chair, John Sandford, was part of the Cyclone Recovery Grant panel administered by TCDC. Local Business Associations have also received grants to support their communities who are keen to see greater visitation. 

We welcome the opportunity to work with Business Associations to reach visitors with a strong clear message.

TRENZ - International travel trade

Recently Emma, trade and media manager, attended TRENZ, held in Christchurch after a Covid-related three year hiatus. TRENZ is New Zealand's largest and most important international business-to-business travel trade event. During the course of appointments with carefully-selected agents, we were able to update international buyers on experiences and accommodation they can market and sell to their clients.

Agents in the UK, Europe and North America (our main target markets) are optimistic. New Zealand is a bucket list destination and travellers deferred trips during Covid, returning in good numbers. Agents are seeing a high rate of re-booking and shorter booking windows, as shown by arrivals to New Zealand from key markets for the year end April 2023,  compared to arrivals for year end April 2019.*

• Australia             1,189,099 visitors             78.6% return of YE arrivals
• USA                       245,493 visitors             67.4% return of YE arrivals
• UK                         165,588 visitors             70.8% return of YE arrivals
• Singapore               44,454 visitors              71.0% return of YE arrivals
• Canada                   52,040 visitors              48.4% return of YE arrivals
• Germany                 49,620 visitors              45.7% return of YE arrivals
• Netherlands            18,615 visitors               61.0% return of YE arrivals
• Ireland                    10,857 visitors               86.1% return of YE arrivals
• India                       44,182 visitors               65.4% return of YE arrivals
  * Stats NZ data courtesy of Tourism Export Council

There is genuine interest in more out of the way experiences, especially guided (to connect with local stories) and length of stay is extending. Agents reported more requests for higher end accommodation and youth travel brands have extended their upper age limit and style of travel has changed.  Visitors are willing to pay more for a transformative experience. 

Regional Events Fund

Round 3 of the 4-year annual fund will open for applications on 11 July 2023 . We know that major events attract significant visitation to Hauraki Coromandel, but smaller or newer events that have the capacity to grow are also eligible for this fund. All events must show a clear plan to attract additional visitors, with the REF designed to accelerate the growth of newer events and provide a ’step change’ for established events. Please contact Megan, marketing manager, for more information.

Track update from DOC

All major maintenance has been completed and the Kaueranga Valley, Pinnacles Hut and campgrounds opened on 01 June, which is great news. Some tracks are not yet open because the Kōpū-Hikuai and Tapu-Coroglen roads are closed, others have storm damage. Closed tracks are:

• Piraunui

• Kaitarakihi

• Tapu summit

• Square Kauri

• Outlook 76

• Hoffmans / Nature Walk

• Tararu

• Rockies to Tinkers

• Catleys

• Whangaiterenga

• Pauanui Flat Rock

• Waiotahi

• Maratoto to Golden Cross

Destination Management Plan

We fully appreciate the need to act now to restore roads and confidence in travel to the region, but our community vision for the future of tourism here is aspirational and long sighted, and we are keeping that in mind.  It would be great to get your input if you haven't done so already. 
https://thecoromandel.com/destination-management-plan/

Role - Field Support Ranger

The team at the Predator Free Hauraki Coromandel Community Trust is currently seeking a 'boots on the ground' person to support community conservation groups. 
Applications close Friday 16 June, find out more here: https://pfhc.nz/join-us.

Ngā mihi
The team at Destination Hauraki Coromandel