PRESS RELEASE
19 March 2024

Record February visitor spend in Hauraki Coromandel highlights tourism recovery

Hauraki Coromandel registered its highest visitor spend for the month of February on record.  Backing up a solid increase in January, tourism has been a welcome return to the local economy.  During February, visitors spent over $35m in card transactions alone. Destination Hauraki Coromandel (DHC), the Regional Tourism Organisation, estimate this figure could be doubled once cash and online booking spend are considered.

The increase of 75% in Thames-Coromandel and 15% in Hauraki (compared to February 2023) will be a relief to local businesses who survived the devastating storm impacts last year.  Hauraki Coromandel had the highest domestic increase in the country (up 49%), and when combined with a recovering international market, businesses have good reason to be optimistic for the year ahead.

Leading into summer DHC launched The Coromandel Cure campaign, reminding domestic visitors that the region was well and truly open for business.  DHC General Manager, Hadley Dryden, is satisfied with results to date but believes the recovery is truly just beginning.  “Advertising stopped in the peak, but picked up again to drive preference to travel in summer through to April.  The return of international visitors to the region is definitely helping too."

With the highest international visitor spend for February on record, even higher than pre-Covid levels, the rest of the visitor season looks promising.  Hadley believes open roads, great weather and ocean conditions have all helped.  “It’s great to start building momentum, there’s still plenty of room for growth in visitation to the region.  There is an opportunity to do this sustainably, and build longterm demand for the good for your soul  brand and experience visitors love.

International visitor arrivals nationwide are still only at 76% of pre-Covid levels.  DHC resumed international marketing this time last year and are returning to a series of travel trade events over the coming months.  They continue to host media and trade itineraries  to highlight that the region is open for business after a relentless 3 years of Covid and storm repercussions.

The demand for a strong tourism recovery across all the communities has been unprecendented.  This is not surprising, particularly in Thames-Coromandel where tourism supports 1 in 5 jobs.  Wayne Darlington, owner operator of Canyonz based in the Kauaeranga Valley, is keen to build back better.  “We’ve held on through the tough times and customer feedback continues to be great.  We’re excited about the future potential of our business and what we could contribute to the region”.

While Hauraki Coromandel tourism has had a difficult few years; the region’s businesses and communities have rallied. The Coromandel Cure campaign was part of the MBIE recovery fund secured alongside Thames Coromandel District Council with additional funding support from Hauraki District Council.

DHC has continued targeted marketing, this year encouraging travel during our endless summer, with great results that will live on beyond the $200,000 campaign investment.

ENDS

*Source: Marketview, electronic card transaction data for visitors to Hauraki Coromandel.

Hadley Dryden
General Manager, Destination Hauraki Coromandel
Email: hadley@thecoromandel.com             
Phone:  021 227 4387

Image - https://images.thecoromandel.com/shares/01HS8058QAVYMM70E1NJBYTP06 Credit: Canyonz Ltd | The Coromandel