Turning our gaze to the west. Image credit: @sedgies.stories.nz

Announcement of border reopening a relief for the tourism industry

It has been two long years since our international borders closed, and finally tourism operators can get back to business. Although borders will be open to many travellers from the rest of the world over the coming weeks, it is anticipated that there will be a gradual recovery during 2022. The announcement does provide certainty for travellers to plan and make bookings, and for tourism operators to prepare their businesses, hire staff and renew contacts with their international markets.

Opening of the Australian market

While we know that visiting friends and family will be the first priority, the latest market update from Tourism New Zealand is that consumers have substituted travel with other things.  While there is reported pent up demand, that has not translated into bookings yet.  The travel trade has greatly reduced capacity (Flight Center is advertising for 500 retail agents), there are still significant travel credits in the system and the loss of destination knowledge will take time to rebuild.  Airlines will only commit to capacity when they see the demand, but a profitable winter will help increase flight capacity.

Winter campaigns

Destination Coromandel will run a winter campaign, with a plan to prime Australian consumers. We are looking at specific partnership opportunities to extend the reach of our budgets. The main Tourism New Zealand Australian campaign will launch in March, nationwide for four months, with a later phase in May and June focussing on new experiences and driving ski arrivals.  So while The Coromandel is not a ski destination, we are assured that all regions will feature, and we will leverage these opportunities.

Virtual roadtrip series for Australian travel trade

Media - paid and earned

We have partnered with Tourism New Zealand, NZME and Stuff to bring as much Coromandel content to the domestic market as possible through their channels. Right now we have a media agency in Australia actively sourcing opportunities for us, after suspending activity for many months.  Our most recent domestic collaboration, Stuff Go To Guide to The Coromandel launched digitally last weekend, publishing in print this weekend. To feature in our media programme, please keep us up to date, as journalists love to be the first with news and fresh angles.

We secured government funding to partner with Hamilton Waikato Tourism to film an episode of Trail Towns for Australian TV. Filming will take place on the Hauraki Rail Trail just before Easter, featuring the trail towns of Thames, Paeroa, Waihi, Te Aroha and Matamata.

International travel trade

While the trade has been decimated, many agencies have consolidated and are ramping up activities very quickly as they see increased demand. The message we get is to please get in touch with inbound agencies and traditional offshore buyers of your services with changes, and importantly, your rates for 22/23 and ideally for 23/24.  Lead times for longhaul travellers are usually at least 6 months and agents need rates for NZ summer bookings now. The risk is that wholesalers will drop product with no current rates from their agent itinerary-building and booking systems. If you are new to the trade arena or keen for an update, please contact us.

Offshore trade events

As part of our alliance with the seven other regions in Explore Central North Island (ECNI), we have registered for Tourism New Zealand Kiwilink events in US and UK (UK, Germany and select EU buyers) in late July and early August.  While we are not flying up to the events, one of our ECNI colleagues who visits us often will be updated and present The Coromandel's trade-ready operators.

TRENZ Connect

If you have exhibited at the TRENZ international trade show over the past few years, you will have been invited to participate on the new online TRENZ platform. Every day more buyers are signing up, and we are participating in the first live virtual trade show over 4 days in early April to represent trade-ready Coromandel businesses.

Virtual eXplore Trade Show for operators

In past times, we have collaborated with our seven other central north island partner regions for a face to face trade show at Eden Park. This year we are running it virtually so you will have the chance to schedule one on one appointments with the inbound travel trade and Tourism New Zealand staff. As TNZ are now operating in the domestic market on an ongoing basis, this is a good chance to make sure the teams know you and appreciate the services you offer.  If you have previously exhibited you will receive an email to register for the April 28 virtual event, and if you are keen to find out more, please get in touch.

Participate in consumer campaigns and paid marketing

We have a number of specials, deals and packages listed on www.thecoromandel.com, but many of them are about to expire. If you have ongoing promotions, we suggest you update them through www.newzealand.com  or contact our team and we'll extend the dates on our site. This is not about discounting prices that already represent value, but about standing out in the market with a unique offer, or a long-stay /off-peak incentive, for example.  If you would like some ideas, please don't hesitate to contact Megan.

Organic waste – add to kerbside collections?

Thames-Coromandel District Council is considering adding kitchen food waste and garden clippings to kerbside rubbish and recycling collections, which sounds like a great initiative to us. Have your say when the consultation opens here on March 22.  Did you know that plastic type 5 is now also recyclable through TCDC kerbside wheelie bins and all our Refuse Transfer Stations too?

Evaluating Government tourism support packages

The MBIE Tourism Policy team has commissioned Angus & Associates to assess the support packages created in 2020 and 2021, and how they impacted the sector.  You have the opportunity to provide feedback, whether your business or organisation received support or not. There have been a number of surveys recently, but this work will help government review their policies for tourism, so on the ground input is vital.

Follow this link to opt-in to receive the survey, which will be sent to you in late March.  www.angusassociates.co.nz/tourismsupportsurvey

Please keep in touch with how you are going and your plans as you make them.