Press release
For immediate release

 28 February 2023

Tourism data for Hauraki Coromandel reveals economic impact of adverse weather and region launches marketing campaign

It has been an anxious waiting game for businesses in Hauraki Coromandel since some parts of the region were cut off by damage to roads from successive adverse weather events. Now that State Highway 25 around the Coromandel Peninsula and State Highway 2 through the Karangahake Gorge are open, businesses want to get the message out that late summer visitors are very welcome.

The economic impact of poor weather over the peak holiday season for Thames-Coromandel and Hauraki Districts has been significant. Total visitor spend for the month of January was down 30% on January 2022, more than any other region in New Zealand, compared to a 24% increase across the country.*

However spend for Hauraki Coromandel was still the 10th highest of the 38 areas measured at $50.56m, demonstrating the importance of tourism to the region’s economy.* Destination Hauraki Coromandel anticipates further poor results once February data is released.

Visitor numbers to Hauraki Coromandel fell by 25% in January 2023. The average number of domestic visitors in the region each day was 26,751 compared to 35,731 in January 2022. This represents a drop of 296,034 domestic visitor days in the region across the month, compared with January 2022.**

Hauraki Coromandel is primarily a domestic holiday destination but international visitors make a large contribution, and were returning post the pandemic period.  There were only 1974 international visitor days to Hauraki Coromandel in January 2022 with 93,222 visitor days in January this year. **

Aaron McFarlane of Anglers Lodge and Shelly Beach TOP 10, has remained pragmatic and optimistic. "We are eagerly awaiting the return of our much-loved guests, as many had to cancel their original Coromandel holidays. Access was a key issue, so we appreciate all the hard work the roading crews and locals have done to reconnect all our special little settlements back up" says Aaron.  "After two years of Covid, we were ready for our best summer yet, but January saw the loss of bookings due to the storms and February we have seen more cancellations than bookings. So we have a big gaping hole to make up.  The sun's shining, we have plenty to see and do, and we are ready for your return!"

"Our hearts go out to the other regions who have suffered, we are all desperate for visitors to return" says Megan Nunn, marketing manager for Destination Hauraki Coromandel, the Regional Tourism Organisation. "Now that the Coromandel loop is open, it's time to launch our campaign and let visitors know that they can get to all their favourite places and more."

With the Kōpū - Hikuai SH25A likely to be closed for at least 9-12 months visitors will take a coastal route around the region, adding a little more time and new experiences. ” Our message is that travel is about the journey, not just the final destination" says Megan. "We aim to showcase the diverse range of places to stop off and enjoy along the way, and some new experiences, especially for those who have been coming to The Coromandel for years."

* Marketview data representing the value of electronic card transactions made in person. Data does not include online purchases or cash payments.

**Data Ventures provides the average daily visitor number across a month using mobile phone data.

ENDS

Destination Hauraki Coromandel
Regional Tourism Organisation for Hauraki and Thames-Coromandel Districts

Hadley Dryden, General Manager   
hadley@thecoromandel.com
 021 227 4387

www.thecoromandel.com