GUEST BLOG: A billion-dollar industry for the Waikato

Unquestionably now the country’s number one export earner, tourism attracts more than 3.6 million visitors to New Zealand shores each year and is now the largest contributor to our national economy – but did you know that the Hamilton & Waikato region has the fifth largest visitor expenditure in this country?

The team at Hamilton & Waikato Tourism are regularly reporting to our many stakeholders about the significant economic impact tourism is delivering for the region. The results are outstanding with tourism contributing more than $1.485 billion to the region each year, and still growing.

Currently, international visitors contribute an estimated $346 million to the region, while domestic spend delivered $1.14 billion. Commercial guest nights are also growing with an estimated 1.48 million guest nights in the region, an increase of 2.8% on the previous year. 

And it’s not just tourists that are contributing to these stellar figures.

Hamilton and Waikato is the third largest region behind Auckland and Wellington for conventions, meetings and business events for the year ending December 2017. Our region has now secured nearly 11% market share of total events of this lucrative market.

Every conference we can secure for Hamilton and Waikato is significant for the region, regardless of the sector or size. Conference delegates are also influenced to return for a future holiday based on their positive Waikato experiences.

A delegate attending a business event is worth twice as much of a leisure traveller to the region, with an average delegate per night value of $350 for international delegates and $509 for domestic delegates.

Hamilton & Waikato is in a very exciting position right now because we are in a growth phase. While some regions are positioning to drive or create growth, we are focussed on managing and dealing with current and projected growth, which is a great opportunity and challenge for us. 

We have worked hard for many years to promote our region as a ’must visit’ destination, both nationally and internationally, often alongside many of our iconic and emerging tourism businesses. Our collective marketing efforts are starting to pay off, with the current trend for international visitors to stay in the Waikato for the first or last night of their visit to New Zealand.

One of the biggest challenges in our region is the shortage of large-scale commercial accommodation. We need to increase the number of properties across our region to meet current demand from conference organisers, travel trade and our growing free and independent traveller market. 

Right now, Hamilton requires at least two hotels of a 4 – 4.5-star rating or higher, while regionally more quality large-scale accommodation is needed at iconic destinations like Waitomo, Matamata and Raglan. There is no shortage of demand, however we need investors to help develop these assets. Together as a region, we are working hard to attract investment for accommodation and other tourism opportunities.

Other developments we are working on to grow the value of tourism in our region are identified in the Tourism Opportunities Plan, creating a blueprint for the next 5-10 years. As an emerging tourism destination, we are working to develop tourism experiences around our key strengths as a region. For example, sports tourism, agri-tourism, Maaori cultural tourism and food-related experiences are high on our agenda. We have also identified five game-changer projects that have the potential to super-charge growth in the local tourism sector and contribute to the regional economy. 

The Waikato River is the longest river in New Zealand, the lifeline of the region, but it isn’t readily prominent or accessible for use by locals or visitors. The plan will see the river activated and access improved, including a focus on events that celebrate the river and new visitor experiences.

Emphasis will be placed on the Hamilton City Riverfront, supporting the implementation of the Hamilton River Plan to create a vibrant and active river-side destination for residents and visitors such as the recently opened Victoria on the River. 

Maaori tourism presents an opportunity for the region to tell its cultural story, with potential focus on the Kiingitanga, the Waikato River, significant sites and our natural environment. The aim is to further develop authentic, local, cultural experiences to provide a greater understanding of our special place to manuhiri (visitors) to the Waikato. New cultural experiences are currently underway at Wairēinga (Bridal Veil Falls) and being developed in Ngaruawahia.

The Regional Major Events Strategy which is currently in development will also be a significant enabler. Expanding existing major, regional, niche and community events - and developing new ones - will benefit existing tourism businesses and enable the development of accommodation, transport, hospitality and attractions. It is important to develop an events programme that smooths seasonal fluctuations in the visitor industry, providing increased, more reliable employment and greater returns to business owners. 

Fieldays is currently the Waikato's only major annual multi-day event that attracts significant numbers of visitors from outside the region. A key objective for the Regional Major Events Strategy will be identifying and facilitating one or more major shoulder or off-season events. A recent success was Hamilton successfully securing the NZ leg of the HSBC World Rugby Sevens.

The fifth game-changer is the development of a Regional Brand Strategy which will provide a clear and strong framework to help us stand out as a destination in an increasingly crowded marketplace. A strong brand has the potential to unite the region, create passionate ambassadors with our residents and help improve perceptions, especially within the domestic market.

By working together, playing to our strengths as a visitor destination, and staying informed and connected; we are poised to leverage the future opportunities tourism will bring to our region.

Hamilton & Waikato Tourism is the regional tourism organisation whose role is to generate competitive economic benefit through visitor sector strategies by increasing international and domestic visitor numbers, expenditure and stay. The organisation is funded through a public/private partnership and covers the heartland Waikato areas of Hamilton City, Matamata-Piako, Otorohanga, South Waikato, Waipa, South Waikato and Waitomo Districts. Find out more: www.hamiltonwaikato.com