Destination Development Plan 2017 - 2022 - Visit Hurunui
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Destination Development Plan
2017 – 2022
Visit Hurunui: Destination Development Plan 2017-2022 1Visit Hurunui:
CONTENTS
DESTINATION
DEVELOPMENT
PLAN
New Zealand’s tourism sector is growing
rapidly, with 4.5 million visitors expected
in 2022. This Strategy repositions Hurunui Background 4
Tourism to make the most of this opportunity. Overview 5
Our new focus – away from simply marketing
Wine Tourism 6
our region to managing it as a destination –
will bring numerous benefits to our region’s Food Experience 7
communities and businesses. Walking 8
Janice Fredric, Chair, Hurunui Tourism Board Cycling 9
Events 11
The Big Country 12
In April 2017, the Hurunui Tourism The fundamental shift was from a focus Home and Farmstay 14
Board released the Hurunui Tourism solely on destination marketing to
destination management. As well as Regional Development 15
Strategy 2017 – 2022.
actively selling all the region has to offer,
Visit Hurunui will collaborate with existing Cruise and Conference 16
This outlined a bold, new approach and potential stakeholders to build and
to tourism management in Hurunui. improve its visitor offering.
Queen Mary Hospital 17
This Destination Development Plan
outlines key opportunities to grow
Hurunui’s tourism product and outlines the
path to their realisation.
2 Visit Hurunui: Destination Development Plan 2017-2022 Visit Hurunui: Destination Development Plan 2017-2022 3BACKGROUND OVERVIEW
The Hurunui Tourism Strategy Focus Areas Purpose Potential Development Areas
2017 – 2022 governs how Visit To identify opportunities and serve as 1. Wine Tourism*
Hurunui will manage and grow 1. Destination Development an action plan to realise the destination 2. Food Experience*
tourism in the Hurunui. Developing Hurunui as a tourism development goals identified in the 3. Walking*
destination and collaborating with Hurunui Tourism Strategy. These goals are 4. Cycling*
Within the Strategy, the Hurunui key stakeholders within and outside for Hurunui to have: 5. Events
Tourism Board has clearly laid out the our district. • 20 new visitor experiences 6. The Big Country
organisation’s core functions, focus • Two leading national brands established 7. Home and Farmstay
areas, and the actions to be taken 2. Destination Marketing • 12 visitor experiences, established with 8. Regional Development
under each area. Targeting key markets to visit our help from the Tourism Investment Fund 9. Cruise and Conference
district and actively selling all that our • Eight iconic events every year 10. Queen Mary Hospital
district offers. • Access to new funds and resources from
outside the district * Our first four potential development areas
have been identified as special interest
Core Functions
• The Alpine Pacific Triangle as a
recognised touring route that attracts sectors by Tourism New Zealand. This means
tourists to the district they hold high appeal to travellers and can
• To develop our destination be the main reason why they choose New
• To enable Hurunui businesses to grow Zealand as a destination, or one element of
a broader holiday.
Special Interest sectors are a priority for
Foundation Tourism New Zealand, for three main
Actions Visit Hurunui has employed a Product reasons:
Development Manager to grow its capacity • Visitors who participate in special
Destination Development Destination Marketing to realise the above goals. interest sectors generally have higher
Developing Collaborating Targeting Selling/growing
average spend than other visitors
The Product Development Manager • These activities encourage regional
New products Hurunui businesses International visitors Create selling organisation collaborates with key stakeholders across dispersal and product development
and promotion groups the district, tourism officials and the Hurunui • They help drive non-peak travel
Threading products Clusters (e.g. Hurunui Conference and Digital channel focus Tourism Board to identify potential areas for
together Trails Trust) Incentives product development and/or visitor growth
Attracting investment External alliances South Island drive Effective media relationships and in Hurunui.
market results This plan contains information
Supporting ventures Communities Christchurch Convert enquiries to sales on each of these Potential
Events and North Island Spread benefits across the district
Development Areas. This includes
conferences insight into probable opportunities
and an action plan to progress and/
Special interest
or explore these.
4 Visit Hurunui: Destination Development Plan 2017-2022 Visit Hurunui: Destination Development Plan 2017-2022 51.Wine Tourism 2.Food Experience
Basic Premise Opportunity Opportunity
Basic Premise
24% of international tourists visit a There is latent potential to expand wine
Food is an important part of the visitor To better understand the food resources
winery or vineyard when they come to tourism in the region, but costs and
experience and international visitors to in the Hurunui and, where applicable,
New Zealand – around 372,000 people regulatory processes may be barriers to
New Zealand rate the country well (8.1/10) profile these.
every year. industry participation.
in this regard.
Their average spend is $4,900 per trip For some businesses, it is likely that the
Hurunui is home to a diverse range of
(versus $3,900 for all visitors) and their length visitor industry is simply not part of their
eateries and food producers.
of stay is 23 nights (versus 16). business plan despite the enormous growth
Actions and Timeframe
in wine tourism in New Zealand. Their focus
The newly-rebranded North Canterbury is instead on producing wine and selling it, Action Timeframe
Wine Region contains many quality wine both in New Zealand and offshore
and food producers, including: Situation Engage with the food
industry to determine September
• 1250 hectares of vines Visitors to Hurunui will find plenty of 2018
opportunities
• 37 wineries options to meet their food and beverage
requirements. The region has a very wide Quantify and understand the
• 12 cellar doors Actions and Timeframe size of the market, particularly December
• 4 winery restaurants range of eateries – from cafés and family- 2018
its visitor offering
Action Timeframe friendly outlets to award-winning high-end
Engage with the wine industry March 2018 restaurants. Understand the balance
between profile and profit March 2019
Situation Determine barriers to entry The district also has a strong farming sector for the visitor sector
(investment costs, so is home to a large number of food
Relatively few wine businesses in the regulatory issues and lack of June 2018 Establish product
producers offering a range of quality fare.
North Canterbury Wine Region are profile). development and/or March 2019
This includes beef, venison, olives, olive oil, marketing plan
engaging directly with the visitor at
Resolve/reduce barriers breads, honey and truffles.
present. The greatest interface that many August 2018
have with the visitor is via the annual wine
Determine Marketing September This report focuses on the potential to
and food festival. Programme 2018 profile food that is grown or served in the
region or marketed in a way that generates
Work with tour businesses to profile for the region.
provide transportation and April 2019
itineraries
6 Visit Hurunui: Destination Development Plan 2017-2022 Visit Hurunui: Destination Development Plan 2017-2022 73.Walking 4.Cycling
Basic Premise Opportunity
Basic Premise
Walking is one of the most popular special To promote the Hurunui walks in a manner The Hurunui Trails Trust has taken a lead
Each year around 138,000 international
interest activities for international visitors which profiles both the walks and the role in the development of the Hurunui
visitors participate in some form of cycling
and enables them to experience our infrastructure that the Hurunui provides. Heartland ride, which traverses the back
in New Zealand. roads from Amberley to Kaikoura. It will
landscapes and scenery.
eventually link to Christchurch and form
Cycle tourists spend more on their visit part of the cycle journey from Picton to
73% of international visitors to New Zealand
($4,900 compared to $3,900) and stay longer Christchurch.
in the three years to March 2017 participated
(33 compared to 16 days). They also tend
in walking or hiking while they were here. Actions and Timeframe to visit regions such as the Hurunui and are The Waipara Valley Vineyard Trail passes
That’s an average of 1.1 million people
likely to include a vineyard experience in through world-class vineyards where users
per year. Action Timeframe their stay. can visit cellar doors and dine at winery
Investigate possible linkages
14% cite walking and hiking as a factor restaurants. There are plans to extend it in
between walks and the 823,000 New Zealanders engage in bike
that influenced their decision to visit location of current and the next year or so.
June 2018 riding so the sector lends itself well to
New Zealand. potential accommodation
providers (for instance boosting domestic tourism too. 59% of This year has seen a series of rides around
farmstays) people riding the 23 Great Rides of New Cheviot successfully attract cyclists to
Walking is also popular with domestic
Zealand are aged 50+. the area as part of the plan to support
tourists. Evaluate the opportunity to
bring the St James walkway to June 2018 businesses after the November 2016
end at Hanmer Springs earthquake.
Explore the development of September Situation Recently the concept of a ride originating
luxury guided walks 2018 in Christchurch and ending in the Waipara
Situation The Hurunui is rich in ‘rides’ to offer cycle
Valley (the North Canterbury Wine Region)
Establish product development September tourists, although they are in varying stages
Walkers of all abilities are well catered for has gained some momentum. This off-road
and/or marketing plan 2018 of development.
in Hurunui. trail is aimed at the same market that is
Evaluate Molesworth track The most developed are the tracks in the riding the Alps to Ocean (between Aoraki/
From easy short walks to multi-day tramps potential March 2019 Mt Cook and Oamaru) and the Central
forests around Hanmer Springs. There are 23
there is something for everyone. The scenery Otago Rail Trail.
main tracks that cater to all levels of ability
on offer is rich and varied, and includes Work with tour businesses to
provide transportation and April 2019 and all ages.
beautiful coastlines, lakes, forests, alpine
itineraries
meadows and mountains.
The St James is officially one of New
Liaise with the Kaikoura District Zealand’s Great Rides, but needs to be
While the region’s walks are second to none, Council regarding the Hanmer In progress
upgraded if it is to continue to live up to
more could be done to increase the actual Springs Kaikoura Great Walk
this billing.
visitor spend of walkers within the region.
8 Visit Hurunui: Destination Development Plan 2017-2022 Visit Hurunui: Destination Development Plan 2017-2022 95.Events
Opportunities Actions and Timeframe Opportunities
Basic Premise
1. To have the St James upgraded,
Action Timeframe • 33 events are currently listed on 1. Develop and grow existing events
complete with accommodation, to
To engage the Hurunui Trails VisitHurunui.co.nz 2. Evolve “Fete Week” into a broader
reflect its status as a Great Ride. In progress
Trust (HTT) • Four of these are iconic events based programme across the region
2. To position Hanmer Springs as a
in the Hurunui 3. Explore commercial events particularly
hub for a variety of mountain biking To advocate for the in the agribusiness industry
experiences. 2018
St James upgrade 4. Partner with the entertainment industry
Events are a lucrative driver of both
3. To promote the Hurunui Heartland ride
domestic and international tourism and can to increase the number of events in
in to the Visit Hurunui cycle marketing To implement a regular
March 2018
dialogue with DOC be used to leverage regional dispersal. the region
strategy.
4. To develop the Waipara Valley Vineyard
To work with HTT to develop
Trail into a full experience. Cheviot and Waipara products June 2018
5. To develop the Cheviot cycle strategy
into a full product. Support the development of
6. To develop the ‘Wheels to Waipara’ a feasibility study for Wheels Ongoing Situation Actions and Timeframe
product. to Waipara
There is a wide variety of events which
Action Timeframe
Develop a promotional happen throughout the Hurunui. These
range from local community focused events Fully investigate and identify
strategy for cycle tourism June 2018 June 2018
all events in the region
in Hurunui to commercial events driven from a profit
perspective. Identify and cluster
Develop a proposition for
“Fete Week” events and June 2018
North Canterbury Cycling
The highest profile events are the Waipara opportunities
which encompasses the four June 2018
local authorities to strengthen Wine and Food Festival, the Christmas
Country Fete and Art in a Garden. There Ensure strong working
cycle tourism
relationship with Ongoing
are also a number of sporting events which
Focus Hurunui
happen each year, the biggest being the
Hanmer Springs half marathon. Develop relationship with key September
agribusiness industry players 2018
In the last year Focus Hurunui has been
formed to help drive existing events and Understand the dynamics of
2019
look to develop new events. Focus Hurunui the entertainment industry
is in the process of forming a trust which will
Connect with current event
have standalone business reporting. This Ongoing
organisers
reporting will help inform a strategy to grow
the events business across the region.
10 Visit Hurunui: Destination Development Plan 2017-2022 Visit Hurunui: Destination Development Plan 2017-2022 116.The Big Country
Basic Premise iconic stations, this is big country. We cannot Actions and Timeframe
underestimate the value of creating a brand
The South Island’s landscapes and scenery and imagery that encapsulates this. Action Timeframe
are the engine of the 100% Pure New
Participate in the DOC review
Zealand brand that has long driven our Some of the best experiences we have are 2018
of the Molesworth Station
international tourism. free, and bringing visitors to experience
them means that we boost the number of Engage with DOC to
Best of all, the brand lives up to its promise. customers who spend in our paid attractions understand their approach in March 2018
98% of international tourists who come to the region
and businesses.
New Zealand say the natural environment
Understand existing usage
met or exceeded their expectations. Both St James and Molesworth can be used June 2018
patterns
to leverage this.
Hurunui is rich in incredible scenery, and we Evaluate the opportunity to
have two areas in particular that showcase We need to understand how these bring the St James walkway to
June 2018
the very best big country experience that end at Hanmer Springs
properties are being used at the moment,
New Zealand has to offer – the Molesworth (credit to Jack Pearson)
their potential to accommodate more
and St James Stations. visitors, and how existing businesses on
Investigate the opportunity to September
them operate. create a big country brand
Both properties are owned by the 2018
Department of Conservation. Conversations with DOC are necessary to
Develop conceptual papers
inform the development of this area over exploring the development of March 2019
Walking and cycling tracks already exist the next five to ten years. Unlocking these Farm Tourism and Eco Tourism
at St James while Molesworth is currently stations would grow any big country brand
tenanted. That tenancy allows for the we create and lead to a variety of tourism Quantify and qualify
property to be run as a working farm in opportunities, including: March 2019
observatory opportunities
a responsible way that respects the
property’s outstanding conservation and 1. Walking/Hiking Advocate for the upgrade of
recreation values. Ongoing
2. Cycling the St James cycle way
3. Rafting
4. Farm tours Contribute to the Kaikoura
5. Night sky to Hanmer Springs feasibility Ongoing
Opportunity 6. Horse treks
study
There is enormous opportunity to better 7. Heli tourism
position Hurunui as a place to go to see 8. Cruises
some of the best scenery in New Zealand.
With green rolling hills, wide blue skies,
patchwork plains, mountains, forests, and
12 Visit Hurunui: Destination Development Plan 2017-2022 Visit Hurunui: Destination Development Plan 2017-2022 137.Homestay/Farmstay 8.Regional Development
Basic Premise Actions and Timeframe Actions and Timeframe
Basic Premise
There are 27 Bed and Breakfast businesses Action Timeframe While the village of Hanmer Springs is the Action Timeframe
on the Visit Hurunui website, many of
Trial and evaluate a southern most prominent and established part of the
them based in homes and farms across June 2018
region cluster Hurunui tourism sector, there are potential Understand the programme
our district. March 2018
growth opportunities in all pockets of the for 2050
Engage with inbound Hurunui.
June 2018 Engage with two communities In line with
The advent of AirBnB has made the operators to sell end product
marketing of such businesses easier and to start the process HDC
Market collectives through It is important that we work with our
more accessible to the market.
Visit Hurunui, CCT and June 2018 communities to manage that growth so that Have a concept development
Tourism NZ what transpires is both good for our people In line with
plan in place with two
Research shows simple experiences (for HDC
and our visitors. communities
example, planting a tree), based around Kiwi Map existing offering June 2018
homes and farms, are of huge value and
appeal to international tourists. Identify low-cost, high value
experiences and educate
existing operators on their March 2019 Opportunity
potential
The Hurunui District Council has
Opportunity implemented a Hurunui 2050 programme.
We need to understand the breadth
This works with communities to establish a
of what is being offered, in terms of
vision for their area for the year 2050.
accommodation and activities in Hurunui.
We need to engage with this programme to:
There may be opportunity to work with
our existing operators (particularly our
1. Better understand if communities wish
accommodation businesses) to encourage
to engage with the tourism sector
them to broaden the low-cost, high value
2. Understand the potential of different
experiences they offer.
areas
3. Identify existing tourism products
Another opportunity is to “cluster” home
4. Develop a plan for each community that
stay/farm stay businesses.
encapsulates both existing and potential
products
Clustering opens the door to group tourism
and gives greater exposure to the region
There is also potential to work with external
and our tourism operators.
partners to resource this work.
14 Visit Hurunui: Destination Development Plan 2017-2022 Visit Hurunui: Destination Development Plan 2017-2022 159.Cruise/Conference 10.Queen Mary Hospital
Basic Premise Actions and Timeframe Opportunity
Basic Premise
Since 2010, cruise ship passenger numbers Action Timeframe The QMH site is one of the largest and
The Queen Mary Hospital site is currently
to New Zealand have more than doubled. most underused of HDC’s assets.
Meet with cruise and underused. The three main buildings,
conference market providers Chisholm Ward, The Old Soldiers’ Block
More than 250,000 passengers visited New June 2018
to better understand how the and The Nurses’ Hostel, are vacant. Their location, in Hanmer Springs and
Zealand last summer. By 2018, this number is industry works right next door to the pools, means there
expected to reach 350,000 . is potential to use them to boost our visitor
Use that knowledge to September The surrounding grounds have been
approach the market 2018 maintained, and recently a landscaping offering.
Currently, the Canterbury cruise market is
Facilitate the introduction of plan has been put in place to enhance the
centred around Akaroa, although a new
products that appeal to that March 2019 reserve, which is becoming popular with
cruise ship terminal is scheduled to be built market walkers.
in Lyttelton in Spring 2020.
Evaluate connecting Hurunui
operators to the cruise/ While the building and surrounding land is
Actions and Timeframe
Construction of the Christchurch Convention March 2019
conference industry in order in the heart of Hanmer Springs, there has
Centre is scheduled to be completed in to sell product. Action Timeframe
been little or no interest in the site from
the first quarter of 2020, with events to be Understand HDC bottom
potential developers. Hanmer Springs May 2018
hosted from mid to late 2020. line for QMH
Thermal Pools and Spa has shown some
interest in establishing a spa on the site but Investigate funding options September
for community involvement 2018
at the time of writing this has not attracted
investor support. Scope potential options
March 2019
Opportunity document
The opportunity to entertain a considerable The upkeep of these buildings is the
number of cruise passengers and responsibility of the Hurunui District Council
conference delegates will increase and these assets have a negative impact on
dramatically over the next 3-4 years. the council’s budget.
The two markets are similar in that they have
defined time periods to visiting our region
and, typically, the experience is managed by
a third party.
Connecting with those third parties is a
valuable opportunity that could deliver
visitors enmasse to Hurunui.
16 Visit Hurunui: Destination Development Plan 2017-2022 Visit Hurunui: Destination Development Plan 2017-2022 17You can also read
