Visitors targeted in new strategy
Published on 13 January 2014
13 January 2014
Mayor Annette Main says a promotional and marketing strategy undertaken by Visit Whanganui will help boost visitor numbers to the district.
Visit Whanganui is a tourism board made up of representatives from the tourism and visitor industry, chaired by Whanganui Regional Museum’s Director Eric Dorfman. It is the first partnership to be formed under the umbrella of Whanganui and Partners.
Mayor Main says the strategy, which will help increase both the profile of the district and visitor numbers, will be “very focused, purposeful and targeted”.
“To promote our point of difference we are looking at well-executed special interest and niche marketing. The days of expensive mass advertising are gone. We will focus on matching the visitor experiences we offer to what we know people are interested in seeing and doing in our district.”
Although it has been reported that guest nights in commercial accommodation in the district were low in October 2013, Mayor Main says these statistics only reflect a comparison between one month’s figures and do not reflect trends. Neither do they include all types of accommodation, such as bed and breakfasts, farmstays, Department of Conservation huts, private accommodation or motorhome visitors.
“Comparing our district with its neighbours in terms of the number of people who stay in commercial accommodation such as motels and hotels isn’t comparing apples with apples. Our neighbours, Taranaki and Manawatu, have three times as many accommodation providers as we do. Compared to regions such as Whakatane and Wairarapa, we actually have a higher accommodation occupancy rate.
Although it has been reported that guest nights in commercial accommodation in the district were low in October 2013, Mayor Main says these statistics only reflect a comparison between years and do not reflect trends.
“We also have a higher percentage of international visitors for October 2013 compared to Taranaki, Manawatu, Whakatane and Wairarapa. Unfortunately, the number of New Zealand visitors staying in local motel accommodation has fallen, but the total visitor decline from 2011 to 2013 is much less than many other regions. The number of people staying with family and friends is also significant.”
The new marketing strategy has been developed by Promotions and Marketing Manager, Lyn Cheyne, who joined the Wanganui District Council in November 2013. Ms Cheyne has worked in the marketing arena in Hawke’s Bay and brings a fresh perspective to promoting the area.
“There’s so much about Whanganui to like. We just need to communicate and promote it better and this strategy will build on prevous marketing as well as the promotion the visitor industry undertakes itself,” Ms Cheyne said.
Mayor Main says changing perceptions about the district will not be a short-term process, although she says it is obvious attitudes are already changing.
“I look forward to seeing progress towards the goals of the strategy, which will be undertaken over a three-year period.”