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DRAFT COPY
Limited Distribution | Low Resolution
OAMARU VISITOR ATTRACTIONS VISION
Market Study & Opportunity Analysis | January 2016
PRIVATE AND CONFIDENTIAL
001
LEAD CONSULTANT CLIENT
002
CONTENTS
1.00 INTRODUCTION 6.00 CURRENT ATTRACTIONS
6.01 Arts & Literature
2.00 EXECUTIVE SUMMARY 6.02 Classic Cars
2.01 Site Analysis 6.03 Gastronomy
2.02 Resident Market 6.04 Natural World
2.03 Visitor Market 6.05 New Zealand History
2.04 Current Attractions 6.06 Steampunk
2.05 Opportunity Analysis 6.07 Wellness & Adventure
2.06 Next Steps 6.08 Relevant Planned Developments
6.09 Accommodation Supply
3.00 SITE ANALYSIS 6.10 Marketing
3.01 Geography
3.02 Transportation & Accessibility 7.00 OPPORTUNITY ANALYSIS
3.03 Climate 7.01 Arts & Literature
7.02 Classic Cars
4.00 RESIDENT MARKET 7.03 Gastronomy
4.01 History
7.04 Natural World
4.02 Politics
7.05 New Zealand History
4.03 Economy
7.06 Steampunk
4.04 Stakeholder Groups
7.07 Wellness & Adventure
4.05 Demographics
7.08 Accommodation
4.06 Cost Of Living
7.09 Marketing
5.00 VISITOR MARKET
5.01 Annual Arrivals
5.02 Key Markets
5.03 Motivations
5.04 Age
5.05 Trip Characteristics
5.06 Attractions
003
004
1.00
INTRODUCTION
005
1.00 INTRODUCTION
1.00
In November 2015, Select Contracts was engaged to assist
Waitaki District Council by examining the current visitor
attraction mix in Oamaru and the wider district.
INTRODUCTION The broad remit was to suggest ways in which the existing
attractions could function better together and where gaps exist,
what could be created to encourage:
• more visitors;
• staying for longer; and
• spending more money in the region.
Following time spent in the area, exploring existing attractions
and meeting with a large number of different stakeholders
including elected officials, charity trustees, business owners,
employees and volunteers a number of key themes emerged.
These are repeated throughout this document.
The result is a bringing-together of the information and ideas
collected during our time in the region and reflecting on the
challenge thereafter. We cannot claim ownership of all of the
ideas presented in the final section of the document but have
tried to edit those given to us in order to best fit the objectives
of the exercise.
The Waitaki District is a remarkable place and we look forward
to a continuing relationship because we now feel invested in the
future of the place ourselves.
LANE’S EMULSION, OAMARU
1.00 006
1.00 INTRODUCTION
1.00
INTRODUCTION
WAITAKI DISTRICT COAST
1.00 007
008
2.00
EXECUTIVE SUMMARY
009
2.00 EXEC SUMMARY
2.01
OAMARU
Oamaru is a beautiful harbour town on the east coast of New
Zealand’s South Island. The urban area was built around a
SITE ANALYSIS bustling Victorian port. Nearby, the town is surrounded by a
landscape of low, rolling hills used primarily for agriculture.
To the north is the Waitaki River and to the west it is possible to
see the mountains of Otago. South of the town, the coastline is
a mix of sedimentary rocks and beach.
TRANSPORT
The principal connection with the rest of the South Island is
State Highway 1 which runs north/south through the town along
the coast. Domestic air access is available through Timaru and
international flights are available from Dunedin, Queenstown
and Christchurch. Rail service is limited to once or twice per
week.
CLIMATE
The warmest months of the year are January and February
when the average is around 16°C and there are over 15 hours
of daylight. During the coolest months of June and July
the temperature rarely drops below 5°C. Rains are low by
comparison to many coastal towns and consistently around 10
days per month throughout the year.
OAMARU HARBOUR
2.01 0102.00 EXEC SUMMARY
2.02
HISTORY
The Waitaki District has archaeological sites dating back as far as
1500 AD but modern European development didn’t happen until
much later, during the 1850’s. Harsh storms forced the town RESIDENT MARKET
to develop a concrete breakwater in 1872 and the town grew
rapidly with a safe port.
Refrigeration dramatically changed the local industry and the
export trade began to boom. This continued for decades,
including having a big impact in WW1 and WW2. Beyond this,
market changes caused a decline and many of the town’s
Whitestone buildings became derelict.
MODERN DAY
The region’s current largest employer is the Alliance abbatoir
in Pukerai (just north of Oamaru) with over 900 employees.
Other large local industries are agriculture, forestry, fishing,
manufacturing, retail and construction. The region is governed
by the Waitaki District Council.
STAKEHOLDERS
Key stakeholders identifed by this report include:
• Waitaki District Council
• The Oamaru Whitestone Civic Trust
• Tourism Waitaki
• Heritage New Zealand
• Waitaki Tourism Association
DEMOGRAPHICS
The district’s population appears to be growing slowly, most
recently measured at around 1% per year. The population is also
getting older, projected to have a median age of 52 by 2031. The OAMARU PUBLIC GARDENS
population is typically older than the New Zealand average and
the household income in Waitaki District is lower than the New
Zealand average. Nevertheless, living costs are comparably low.
An average house in Waitaki District is a little over half the New
Zealand average of $558,000.
2.02 0112.00 EXEC SUMMARY
2.03
ARRIVALS
Since 2012, growth in international visitor numbers has
accelerated and in 2015 the total surpassed 3 million for the first
VISITOR MARKET time. Forecasters expect this figure to surpass 3.75 million by
2021. In 2015, the majority of these international arrivals were
from four countries:
• Australia - 52%
• China - 13%
• USA - 10%
• UK - 8%
SPEND
In 2016, overnight visits to the Waitaki District are forecast to
exceed 330,000 with day visits exceeding 810,000. However,
data shows that by proportion, these visitors are not spending
as much on tourism products as the New Zealand average.
This suggests that the current offer does not generate as much
income benefit for the region as it could.
When on holiday, overall spend per person for each of the top
four countries of origin is:
• Australia - $2,400
• China - $3,200
• USA - $3,500
• UK - $3,800
SHORT VISITS
Visitors to the Waitaki region stay for just 1 or 2 nights, often on
a pre-booked itinerary that leaves them little time to explore
and discover some of the attractions they may not have heard
of prior to their visit. The most visited ticketed attraction in the OAMARU BLUE PENGUIN COLONY
region is the Oamaru Blue Penguin Colony.
2.03 0122.00 EXEC SUMMARY
2.04
ARTS & LITERATURE
Oamaru is a known hub for arts and literature nationally. There
are a range of galleries, bookshops and artisan workshops
throughout the town. CURRENT ATTRACTIONS
CLASSIC CARS
The town is home to an impressive classic automotive
collection and an active builder and restorer of 50’s and 60’s
motor cars.
GASTRONOMY
There are two world-renowned restaurants nearby and various
other commended eateries and cafes. Moreover, the region has
a number of breweries, wineries and a whiskey company.
NATURAL WORLD
The Waitaki District has some of the most accessible natural
attractions in New Zealand.
NEW ZEALAND HISTORY
Heritage attractions are a key component of the region’s
tourism offer. Notably, the Oamaru Whitestone Civic Trust
manage 17 Victorian properties in Oamaru and Heritage New
Zealand have two major sites just south of the town.
STEAMPUNK
‘Tomorrow as it used to be.’ - Steampunk is a science-fiction
genre and interational phenomenon with strong influence in
Oamaru, including a growing ticketed attraction.
WELLNESS & ADVENTURE
The Alps 2 Ocean Trail is a major investment in the region. TOTARA ESTATE
Moreover, there are numerous other outdoor pursuits and
wellness facilities such as Hot Tubs Oamarama.
RELEVANT PLANNED DEVELOPMENTS
There is a significant expansion planned for the Oamaru Blue
Penguin Colony and a new attraction opening in a former
railway station adjacent to a restaurant and brewery.
ACCOMMODATION
Accommodation is heavily skewed towards motels and holiday
parks in the region. There is a limited amount of hotel capacity
in Oamaru.
2.04 0132.00 EXEC SUMMARY
2.05
ARTS & LITERATURE
There are clear opportunities to link existing attractions
with new products and activate existing spaces and learning
OPPORTUNITIES resources during quieter months.
Full details are available in section 7.00.
CLASSIC CARS
Some improvements could be made to the existing attraction
to encourage more visitors through better awareness and make
links with Rod Tempero.
GASTRONOMY
There is scope in this area to link existing attractions with tasting
tours, introduce educational programs for visitors, celebrate
the growing beer industry and add new uniquely Oamaruvian
venues to the mix.
NATURAL WORLD
Here there is opportunity to incrementally improve existing
attractions and create new infrastructure to increase access and
provide a space for tour operators to create new products.
NEW ZEALAND HISTORY
A range of different stories from local heritage are available to
explore and present to the public in a new, ticketed attraction
on Harbour Street. This presents the opportunity to package
entry with other heritage attraction locally. Moreover, there is
potential to create walking tours or audio guides that may yield
an income stream.
STEAMPUNK
Efforts could be made to help Steampunk HQ to expand
through assistance with infrastructure improvements.
Furthermore, the theme could be extended to include dining,
LOAN & MERC BUILDING, OAMARU
games and inventions.
2.05 0142.00 EXEC SUMMARY
2.06
WELLNESS & ADVENTURE
Cycling presents a continuing opportunity for the region. In
addition, adventurous activities that take advantage of existing
terrain or infrastructure may also be a viable way of expanding NEXT STEPS
the adventure tourism options.
ACCOMMODATION
There is a strong argument for building more accommodation
options in Oamaru, particularly in the hotel sector. The key
here is to make the accommodation itself an attraction so as
to maintain interest through the winter. Cyclists also provide a
growing opportunity for bespoke accommodation.
MARKETING
Attractions in the region are highly visually appealing and
would benefit from being presented accordingly online. Few
attractions are making use of the marketing assets they own
(e.g. website, social media channels) and earn (e.g. review
websites) and better use of these assets could lead to better
awareness, notably with the FIT segment.
NEXT STEPS
REVIEW
Let’s go through the opportunities presented, discuss and
elaborate with further ideas and examples.
PRIORITISE
We can help develop criteria for moving forward and begin to
sort the opportunities accordingly.
ACTION VIEW FROM TOTARA ESTATE
Make decisions on how best to bring the best, most impactful
ideas to fruition.
2.06 015016
3.00
SITE ANALYSIS
0173.00 SITE ANALYSIS
3.01 OAMARU
Oamaru is the second largest town in the North Otago region
of New Zealand’s South Island. It is the main town in the Waitaki
GEOGRAPHY District with a population estimated at 13,750 (NZ Stats).
Oamaru is a harbour town on the Pacific Ocean. Its surrounding
landscape of low, gently rolling hills is dedicated mainly to
farmland. Just south of the harbour lies a disused quarry, once
used to maintain the breakwater in the harbour. Near the base
of this disused quarry is the now famous Little Blue Penguin
colony.
OAMARU HARBOUR
3.01 0183.00 SITE ANALYSIS
WAITAKI
West of Oamaru, beyond the rolling Otago farmland, are
two distinct mountain topographies: the flat-topped block
3.01
mountains of Eastern and Central Otago and the glacially
GEOGRAPHY
sculpted mountains of the Otago Alps in the far west. The
Waitaki valley north of Oamaru is home to New Zealand’s largest
braided river, the Waitaki river. The river is fed by glacial lakes
from the Alps and passes through three man-made lakes as part
of a complex hydroelectric dam system.
LAKE AVIEMORE
3.01 0193.00 SITE ANALYSIS
3.01 COAST
Oamaru’s coastline is made up mainly of alluvial gravel from
the Waitaki River, raised beach deposits, sand and marine
GEOGRAPHY sedimentary rocks. (Institute of Geological and Nuclear Sciences
Ltd.)
Select Contracts
WAITAKI DISTRICT COASTLINE
3.01 0203.00 SITE ANALYSIS
ROAD ACCESS
Located on State Highway 1, Oamaru is one hour south of
Timaru and two hours north of Dunedin, where the nearest
SH
-8
3
3.02
multi-destination domestic airport, is located. State Highway 1
TRANSPORTATION & ACCESSIBILITY
is the longest most significant road in New Zealand running the SH -1 at junction
length of both main islands making Oamaru easily accessible by with SH-83,
vehicle. Pukeuri
Pukeuri
Traffic Count Location AADT
SH 1 Between Waitaki Avenue & Virgil Street
12,813
Oamaru
-1
SH 1 At Weston Road
7,896
SH
Oamaru
SH -1 between
SH 1 Junction With SH 83 Waitaki Avenue
7,405 and Virgil Street
Pukeuri
Weston
SH-1 at
Weston Road
Oamaru
-1
SH
Google Earth/NZTA
NEARBY TRAFFIC COUNT SURVEY POINTS
3.02 0213.00 SITE ANALYSIS
3.02 AIR ACCESS
Oamaru is reasonably easily accessible by air. The town has
a small, privately serviced airport with chartered passenger
TRANSPORTATION & ACCESSIBILITY flights. The nearest airport with domestic service to multiple
destinations is Dunedin. Dunedin offers limited international
service to Australia. The majority of international flights fly into Christchurch
Christchurch, a three-hour drive from Oamaru. Timaru has International
regular flight service to Wellington, NZ. Airport
Timaru
Domestic
Airport
Queenstown
International
Airport
Oamaru
Dunedin
International
Airport
New Zealand
South Island
Google Earth
NEARBY AIRPORTS
0223.00 SITE ANALYSIS
RAIL ACCESS
There is no regular rail access to Oamaru via New Zealand
Rail, however Dunedin Railways has a trip called the Oamaru
3.02
Seasider. The trip totals 7 hours in length, stops briefly at
TRANSPORTATION & ACCESSIBILITY
Moeraki and onto Oamaru for a one-hour stop and then returns
to Dunedin. Live commentary is provided and the train slows
for photo opportunities at sites of interest. The Oamaru Farmers
Market operates to coincide with the Oamaru Seasider schedule.
There is an option to take the train one-way for $72 NZD,
round-trip the train starts at $99 NZD. Trips are limited to once
or twice per week.
Dunedin Railways
OAMARU SEASIDER
3.02 0233.00 SITE ANALYSIS
3.03 TEMPERATURE
Oamaru has a mild and temperate maritime climate that features
warm summers and cool winters with a relatively narrow annual
CLIMATE temperature range of approximately 10°C. During the warmest
months from November through March, temperatures rarely
peak above 20°C with an average annual high of 15.7°C. The
coldest months are May through September with an average
annual low of 6.8°C.
DAYLIGHT
At 45 degrees latitude south of the equator, Oamaru has a
daylight range of 9.4 hours per day to 16.2 hours per day. The
darkest month is June and the lightest month is December, with
12.5 hours of daylight at the Equinoxes.
0243.00 SITE ANALYSIS
RAINFALL
For a coastal town, Oamaru is relatively dry with only 127 days
of rain per year with less than 600mm rainfall annually. Monthly
3.03
rainfall is very sporadic with no correlation to the time of year.
CLIMATE
The rainiest months are January, March, July and December
with a range of 53-63mm of rain per month. The driest month is
September with only 32mm of rain.
3.03 025026
4.00
RESIDENT MARKET
0274.00 RESIDENT MARKET
4.01
HISTORY & CULTURAL IMPORTANCE
MOA HUNTERS
HISTORY Oamaru has numerous archaeological sites, some dating back
as far as 1500 AD. These sites date back to the Archaic Moa-
Hunter phase of Maori culture. Today, the Vanished World
Society of North Otago, aims to educate and raise awareness of
these archaeological sites and conservation of fossils.
EUROPEAN EXPLORERS
The first European explorer to sight New Zealand was Dutchman
Abel Tasman in 1642. It wasn’t until 1769 when Captain James
Cook circumnavigated and mapped New Zealand. He reached
Oamaru in 1770 where he stayed for only four days, stating the
country looked barren and uninhabited.
INDUSTRIAL GROWTH
Oamaru was visited in the 1830’s by sealers and whalers. Whale
products were exported before New Zealand was a colony or
had a government. In 1840 New Zealand officially became a
British colony and was settled by more Europeans in the 1850s.
A disastrous storm in 1868 forced Oamaru’s leaders into action.
Virtually all passengers and cargo moved by sea, so the port
was vital to Oamaru. The dangerous harbour made insurance
expensive – merchants knew that they had to make their port
safe, or fall behind rival towns. In 1872 a concrete breakwater
was constructed and by 1875 virtually all shipwrecks had ceased
and the town grew very quickly as a major port. REFRIGERATION
In 1882, the invention of the refrigerated steam ship meant the first ever frozen meat shipment to England on the Dunedin. The
economy grew from one based on local trade and wool to the export of wool, butter, cheese, frozen beef and mutton to Britain.
Refrigerated shipping was the base of New Zealand’s economy until the 1970s.
POST-WW2
After the Second World War the port’s trade was mainly trans-Tasman and coastal. Oamaru grew rapidly after the war, though, and
the port stayed busy, handling oil, lime, grain, flour and general cargo. From the 1960s the new Cook Strait rail ferries made big
inroads into the coastal general-cargo trade, offering shippers a cheaper, faster, more flexible service. The coastal ships switched
to bulk cargoes, but the new oil tankers of the mid-1960s were too big to port in Oamaru, and the volatile grain trade collapsed
in the early 1970s. The last trading vessel visited Oamaru in 1974. With conventional coastal shipping nearing its end, the Oamaru
Harbour Board decided not to risk investing money in the maintenance of the harbor and breakwater. The main street’s Victorian-
era whitestone buildings remained as the cost of tearing them down was not feasible during this time. What was then seen as an
extravagance of earlier times is now an anchor attraction in Oamaru. (New Zealand History)
4.01 0284.00 RESIDENT MARKET
1500
Timeline
Archaic Moa-Hunter phase of Maori culture. 4.01
1642
Abel Tasman (Holland) first European explorer HISTORY
to sight NZ.
Captain James Cook circumnavigates and maps
1769
New Zealand.
Captain James Cook reaches Oamaru, stays
1770 only for four days, stating the country looks
uninhabited and barren.
1830’s Whalers and sealers begin to visit Oamaru.
New Zealand officially becomes a British
1840
Colony.
Early settlement by more Europeans, Oamaru
1850’s
begins to build.
A disastrous storm hits Oamaru, forces leaders
1868
into action to build a breakwater.
1872 Concrete breakwater constructed.
1875 Virtually all shipwrecks ceased.
First refrigerated shipment of frozen meat to
1882
England on the Dunedin.
Shipping becomes mainly trans-Tasman and
coastal. The port remains busy, handling oil,
1945
lime, grain, flour and general cargo until the
1960s.
Coastal ships switched to bulk cargoes. New
1960’s oil tankers too big to use in Oamaru, decline in
trade
1970’s Volatile grain trade collapse, trading slows.
1974 Last trading vessel visits Oamaru.
4.01 0294.00 RESIDENT MARKET
4.02
WAITAKI DISTRICT
GOVERNANCE
POLITICS The Waitaki governing body consists of 10 council members
and mayor, Gary Kircher. The Waitaki district is divided into the
Canterbury region (60%) and Otago region (40%). It is the only
political district divided by two regions. A major reason for this is
the Waitaki river which physically divides the two regions. With
major hydro projects dispersed along the river it was decided to
put the two regions under one administrative district. 63% of the
district’s population lives in the district seat, Oamaru.
FARMING
The district is sparsely settled area comprised mainly of
farmland. In recent years, there have been numerous proposals
for new farming operations which has the local population
concerned that farming could shift from family-run business
to agribusiness leading to an increase in local ecological
degradation and the siphoning of capital over-seas.
WAITAKI DISTRICT COUNCIL BUILDING
4.02 0304.00 RESIDENT MARKET
4.03
HEADLINES
• The latest reports from the Ministry of Business, Innovation
& Employment and other relevant sources, provide current
economic trends for the Waitaki District: ECONOMY
• The largest employer in the Waitaki region is the Alliance
abattoir located in Pukerai just ten minutes north of
Oamaru. The plant employs over 900 people during peak
times (Alliance)
• A total of 2,317 people are employed in agriculture, forestry
and fishing (19.6% of Waitaki District’s population)
• The next largest industries (numbers employed):
manufacturing (1,954), retail trade (1,153) and construction
(1,135)
• Waitaki has a 19% share of NZ agricultural GDP
• GDP for Waitaki from forestry, fishing, mining, electricity,
gas, water and waste services, for the year to March 2012:
$264 million (23.9%)
• GDP for Waitaki from Agriculture for the year to March
2012: $210 million (19%)
• The region of Otago has a 3.8% unemployment rate in the
year up to March 2015, a -1.2% change from 2014 to March
2015.
• In 2013 the median housing price hit $280,000, a 14.3%
increase from 2012, the largest year-over-year increase
recorded since 2005.
• 2014 housing prices decreased 4.4% from the previous
year’s spike.
• Total visitor spend in Waitaki District is $115 million per
year (year to March 2014). The largest spend ($77.5M) is
domestic, followed by Australia ($11.1M). (MBIE) THE CRITERION HOTEL
4.03 0314.00 RESIDENT MARKET
4.04
WAITAKI DISTRICT COUNCIL
The Waitaki District Council (WDC) is the local governing body
for the Waitaki District, representing the people of the District.
STAKEHOLDER GROUPS From the Council’s Local Governance Statement (2014):
“The purpose of the Waitaki District Council is to meet the
current and future needs of communities for good-quality
local infrastructure, local public services, and performance of
regulatory functions in a way that is most cost-effective for
households and businesses.”
The Council defines its desired outcomes in four areas:
• Waitaki people are safe and healthy (Social)
• Waitaki’s distinctive natural environment is valued and
protected (Environmental)
• Waitaki has a diverse, sustainable economy (Economic)
• Waitaki is served by responsive and efficient local
government (Council)
THAMES STREET, OAMARU
4.04 0324.00 RESIDENT MARKET
4.04
THE OAMARU WHITESTONE CIVIC TRUST
The Oamaru Whitestone Civic Trust (OWCT) is a charitable trust
that owns 17 buildings in Oamaru and leases some of them to
a variety of businesses subject to conditions relating to the type STAKEHOLDER GROUPS
of activity, business viability and fit with the Trust’s vision and
mission:
VISION
Establishing Oamaru as a world heritage destination by bringing
alive and preserving New Zealand’s best collection of Victorian
buildings.
MISSION
Preserving Oamaru’s Victorian Precinct and developing the
buildings and streets into a destination locals embrace, visitors
want to experience and which drives economic growth and
community pride.
HARBOUR STREET, OAMARU
4.04 0334.00 RESIDENT MARKET
4.04
TOURISM WAITAKI
Tourism Waitaki (TW) is the Regional Tourism Organisation (RTO)
for the Waitaki District. It is responsible for promoting the region
STAKEHOLDER GROUPS to domestic and international visitors.
In addition to its role as promoter for the region, Tourism Waitaki
is also the operator of:
• Blue Penguin Colony
• iSite Oamaru
• Alps 2 Ocean Trail
Further to these operations and as part of a wider drive to
increase visitor spend in the region, TW also engages in
prospective development of new attractions such as the
proposed Harbour Street project. Where projects require direct
investment, there are set criteria for TW’s involvement.
Tourism Waitaki
TOURISM WAITAKI 2025 STRATEGY
MORE THINGS MORE PEOPLE
1. A broader range of medium- to high-end accommodation 1. A modest 1% annual growth compounding year on year, as
options, relieving pressure on and providing scope for more seen in the CAM;
active promotion of the mid-range offerings;
2. Occupancy rate rising to an average of 32% by 2025;
2. More facilities, attractions, and infrastructure;
3. Higher visitation to and ticket uptake for all district
3. A greater range of attractions and services that both attract attractions;
and encourage a greater number of visitors to visit and stay
4. Mature conferencing infrastructure, attracting 12
in the District;
conferences annually by 2025;
4. Higher, better paid, and more stable employment in direct
5. Focussed, consistent, themed domestic promotion and
sales;
publicity campaigns;
5. Greater conversion of visitors to paying guests;
6. Increased IBO volumes to bell-weather operators (OBPC,
6. More high-value product in the industry. Wrinkly Ram, Ohau Ski Fields, A2O, Brydone Hotel, Heritage
Gateway Hotel, HQ, etc.);
MORE TIME 7. New Conference and Incentive strategy that is actively
promoted and drawing in groups.
1. Higher average length of stay, progressing to 2.5 by 2025;
2. Marketable local products and general District-wide
itineraries available incorporated into the sales portfolio of
major IBOs, travel agents, and FIT networks.
4.04 0344.00 RESIDENT MARKET
4.04
HERITAGE NEW ZEALAND
Heritage New Zealand is a Wellington-based autonomous
Crown Entity. The organisation is charged with long-term
conservation of New Zealand’s most significant heritage places, STAKEHOLDER GROUPS
including its own role as custodian of 48 historic properties. It is
funded by Government, supporters, donations, grants, bequests,
and through revenue generated at the heritage properties they
care for around the country.
Locally, Heritage New Zealand manage Totara Farm and Clarks
Mill and are a member of The Oamaru Whitestone Civic Trust.
They have one full-time manager, two part-time visitor hosts
and approximately 5 volunteers.
Photo: Introduction film at Totara Estate
WAITAKI TOURISM ASSOCIATION
The Waitaki Tourism Association (WTA) is an independent group
of businesses that provide the majority of the tourism product
on offer in the region. They are typically grouped into:
• Accommodations
• Attractions
• Food & Drink
• Shopping
• Services & Events
The association meets to discuss industry issues and operates a
website with information about the tourism offer in the region.
4.04 0354.00 RESIDENT MARKET
4.05 Proportion of Population by Five-Year Age
WAITAKI DISTRICT
Oamaru’s population of 13,750 makes up more than half of the Group, Waitaki District Census 2013
total population of Waitaki at 20,829 (NZ Stats), so a combined
DEMOGRAPHICS demographic analysis of the district and town is key to 9.00
understanding the region as a whole:
8.00
• Waitaki’s resident population has grown at about 0.3% per
year from 2001-2013 (Waitaki Government). 7.00
• The resident population had an estimated increase of 0.9%
in Waitaki, between 30 June 2014 and 2015 (MBIE). 6.00
• New Zealand has an ageing population as a whole and 5.00
the Waitaki district is an exaggeration of this. Waitaki has a
higher percentage of population in the older age groups, 4.00
from 40 plus years as well as a lower younger population
between the ages of 10-40 years. (ECAN) 3.00
Waitaki New Zealand
• By 2031, Waitaki’s median age is projected to increase by 8 2.00
years (36%), from 45 to 52 years, the largest increase of all
districts surveyed in the Canterbury region (ECAN). 1.00
0.00
4
9
4
20 9
25 4
30 9
35 4
40 9
45 4
50 9
55 4
60 9
65 4
70 9
75 4
90 9
4
+
0-
-1
-2
-3
-4
-5
-6
-7
-8
5-
-1
-2
-3
-4
-5
-6
-7
85
10
15
Household Income Distribution in Waitaki and
New Zealand, 2013
25%
Waitaki New Zealand
20%
• Household income in Waitaki District is typically lower than
New Zealand as a whole.
15% • The largest earnings group, 19% of the Waitaki population,
earn between $30,000-$50,000 annually.
10% • There is a notable difference in the $100,000+ category,
likely due to the differences in industry type between
predominantly rural Waitaki and more urban locations such
5% as Auckland and Wellington.
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4.05 0364.00 RESIDENT MARKET
4.06
LIVING IN OAMARU
Cost of living data for Oamaru is scarce so combined data for
Timaru and Dunedin has been selected for this instance.
COST OF LIVING
• Average monthly disposable salary after tax is $3,200.
• Median weekly rent on a 2 bedroom flat is $180 (MBIE,
Waitaki District, December 2015).
• Median weekly rent on a 3 bedroom house is $270
• A meal at an inexpensive restaurant is around $20.
• Domestic beer (draught, 0.5l) is around $7.50.
• A regular sized cappuccino costs approximately $4.25.
• A cinema ticket is approximately $15.
• The average house value in the Waitaki District is $232,366,
compared to a New Zealand average of $558,146 and
an Auckland (capital city) average of $933,264 (qv.co.nz,
December 2015).
BANDSTAND, OAMARU PUBLIC GARDENS
4.06 037038
5.00
VISITOR MARKET
0395.00 VISITOR MARKET
5.01
NEW ZEALAND
Annual visitors to New Zealand remained at or near 2.5 million Million
New Zealand Annual Visitor Arrivals
from 2005 to 2012, showing a gradual increase each year with
ANNUAL ARRIVALS the exception of 2012. Since 2012, growth has increased notably 3.5
and the total number of visitors arriving to New Zealand in the
year ending November 2015 was over 3 million for the first time.
Forecasts for 2016 and beyond predict further growth in tourist 3.0
numbers. By 2021, forecasters expect visitor arrivals to exceed
3.75 million. Similarly, expenditures are expected to increase
from $8.2 billion in 2015 to $11.1 billion in 2021.
2.5
2.0
1.5
1.0
0.5
0.0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Year Ended November
5.01 0405.00 VISITOR MARKET
Regional Tourism Estimates (Year End March 2015)
5.01
WAITAKI DISTRICT
Visitor increases to Waitaki District are broadly representative of
the overall arrivals to New Zealand as a whole. Forecasts suggest
that in 2016 overnight visits will exceed 330,000 and day visits Retail Sales - Other ANNUAL ARRIVALS
will exceed 810,000. Most growth is anticipated to come from
visitors of international origin (NZ RTO Forecasts).
Other Passenger Transport
However, regional tourism estimates (data from card
transactions, aggregated by category) show the difference in
expenditure between the Waitaki District and New Zealand Food & Beverage Services
averages.
Data suggests that visitors to the Waitaki region spend Other Tourism Products
proportionately more on fuel, food and beverages than the New
Zealand average and less on other retail sales, tourism products,
cultural, recreation and gambling services.
Accommodation Services
It is reasonable to suggest that the existing tourism offer in
the region does not attract actual spend in line with the rest of Retail Sales - Fuel & Other Automotive…
the country. As described in Tourism Waitaki’s 2025 strategy
document, this is one of the key issues facing the RTO.
Retail Sales - Alcohol, Food & Beverages
Cultural, Recreation & Gambling Services
0% 10% 20% 30% 40%
Waitaki RTO New Zealand Average
5.01 0415.00 VISITOR MARKET
5.02
ORIGIN
International tourism is worth $11.8 billion to New Zealand
(Tourism New Zealand).
KEY MARKETS
New Zealand’s largest international markets, which account for
70% of the total visitor market, are from Australia, China, USA
and the UK. (NZ Stats 2015)
China (+39.8%), Korea (20.9%) and India (+16.8%) had the largest
year-over-year increases in holiday visitation from October
2014-September 2015.
AUSTRALIA
Australia accounts for more than half of all visitors. Fuelled by a
strong economy, its proximity and an appetite for international
travel, Australia continues to be an essential market to New
Zealand’s tourism industry.
CHINA
China, New Zealand’s second largest visitor market, has a
growing middle-class with a sustained growth in visitation over
the past five years.
UNITED STATES OF AMERICA
Similar to other Western markets, there is a strong seasonal
trend around US holiday visits with almost half choosing to visit
during New Zealand’s summer months, December to March.
However, growth is present in the shoulder seasons around
summer, attributed by an increase in US cruise visitors, the
second largest cruise market after Australia.
UNITED KINGDOM
The UK has a long-standing history of travel to New Zealand.
Due to this, visitation numbers are steady and unlikely to see
drastic increases that were seen prior to the global financial
crises. (Tourism New Zealand)
5.02 0425.00 VISITOR MARKET
5.02
EMERGING MARKETS
INDIA, INDONESIA & LATIN AMERICA
India’s traveller market is referred to as the “next China.” The
KEY MARKETS
World Tourism Organization predicts that India will account for
50 million outbound tourists by 2020. The Indian market has
two peaks of visitation, somewhat opposite that of Western
markets making India very attractive to the NZ tourism industry
as they offset shoulder seasonality issues.
Indonesia is currently New Zealand’s 24th largest source of
visitors. Securing a direct air service to/from Jakarta remains a
key goal in growing this market. Outbound travel from Indonesia
is growing rapidly, with over seven million departures in 2012,
more than double the number of departures in 2003.
With the exception of Argentina, the Latin American markets
have experienced strong economic growth in the past decade.
This has resulted in a growing middle class eager to travel
overseas for leisure and education. The Latin American market
in 2014 came in at just under 26,000 visitors. (Tourism New
Zealand.)
5.02 0435.00 VISITOR MARKET
5.03
PURPOSE OF VISIT
The majority of all visits to New Zealand by the top four visitor markets (Australia, China, UK and USA) are for leisure and visiting Country Total Visitors
family and friends. In the November 2015 report on international travel and migration, all of these countries, except for the UK, had
MOTIVATIONS an increase in visitors over the previous year. (NZ Stats) Australia 1,270,000
China 237,000
SHOPPING
USA 201,000
Uniquely, more than half of the China visitor market (56%) enjoys shopping group tours and premium group tours, which no other
country engages in on such a scale. UK 196,000
Purpose of Visit - Australia Visitors Purpose of Visit - China Visitors
Leisure/Vacation
Leisure/Vacation
Business/Conference
Visit Friends/Relatives
Business/Conference
Education
Visit Friends/Relatives
Shopping Group Tours
Education Premium Group Tours
Other
5.03 0445.00 VISITOR MARKET
5.03
LEISURE
The USA visitor market is the largest leisure group with 59% of visitors travelling for that purpose alone. For both the Australian and
the UK visitor market, 40% travel with the purpose of leisure.
MOTIVATIONS
Visiting family and friends is the most popular purpose of travel for UK visitors (52%) and Australian visitors (42%). It is also a
common purpose for US travellers (21%). (Tourism New Zealand)
VISITOR EXPERIENCE
Of the 3 million visitors to New Zealand annually, 3900 were selected for a survey of their experience. Overall, visitors are highly
satisfied with their New Zealand experience. They leave with an overall satisfaction level of 9.1 out of 10. The natural and built
environment and natural scenery are key reasons visitors chose New Zealand. (Tourism New Zealand)
Purpose of Visit - USA Visitors Purpose of Visit - United Kingdom Visitors
Leisure/Vacation
Leisure/Vacation
Business/Conference
Business/Conference
Visit Friends/Relatives
Visit Friends/Relatives
Education
Working Holiday
Other
5.03 0455.00 VISITOR MARKET
5.04 Age of All Visitors to New Zealand,
A DIVERSE AGE RANGE
OVERALL YE November 2011-2015
AGE Data shows that New Zealand remains popular primarily to 700
visitors between the ages of 25 and 34 years for all visitors to the
country. This age range has had the largest increase year-over- 2011 2012 2013 2014 2015
year, however, there is an increase in visitors of all age groups 600
overall. The UK is the only country that has seen a significant
drop in visitors aged 25 to 34 years.
500
Visitors, Thousands
DIFFERENCES BY ORIGIN
Visitors from the United States have had a spike in the retirement 400
age group of 65 years and over in the last five years, the largest
age group of the US visitor market. The UK has had a decrease
in all age ranges except for visitors aged 65 and over. Visitors 300
from China had the most significant increase in the past year
alone across all age groups, primarily visitors 25 to 65 years of
age. Australia has had the most consistent and steady growth 200
amongst all age groups with visitors aged 24-35 remaining as
their largest visitor group by far.
100
0
Under 15 15–24 25–34 35–44 45–54 55–64 65+
5.04 0465.00 VISITOR MARKET
Age of Visitors from Australia,
5.04
Age of Visitors from China,
YE November 2011-2015 YE November 2011-2015
300 90
2011 2012 2013 2014 2015 AGE
80
250 2011 2012 2013 2014 2015
70
Visitors, Thousands
Visitors, Thousands
200 60
50
150 40
30
100
20
50 10
0
0 Under 15 15–24 25–34 35–44 45–54 55–64 65+
Under 15 15–24 25–34 35–44 45–54 55–64 65+
Age of Visitors from the United States, Age of Visitors from the United Kingdom,
YE November 2011-2015 YE 2011-2015
60
60
2011 2012 2013 2014 2015
2011 2012 2013 2014 2015
50 50
Visiitors, Thousands
Visitors, Thousands
40 40
30 30
20 20
10 10
0 0
Under 15 15–24 25–34 35–44 45–54 55–64 65+ Under 15 15–24 25–34 35–44 45–54 55–64 65+
5.04 0475.00 VISITOR MARKET
5.05
TRIPS TO NEW ZEALAND
Length of Stay of Visitors,
TRIP CHARACTERISTICS
RETURNING VISITORS YE November 2011-2015
For the majority of visitors overall, it is their first time visiting 900
New Zealand. However, in the case of visitors from Australia
however, the majority are returning visitors.
800
Country First Time Visit 700
Visitors, Thousands
Australia 41%
600 2011
China 96%
2012
USA 80% 500
UK 75% 2013
400
2014
LENGTH OF STAY
300 2015
Compared to the US and the UK, visitors from Australia make
the shortest trips, likely due to proximity and ease of travel to 200
New Zealand. Visitors from the UK spend twice as much time
on holiday in New Zealand than any other country. The typical
length of holiday for US visitors is either 7 days, 9 days or 14 100
days.
0
1–3 4–7 8–14 15–21 22 and over
Length of Stay (Days)
5.05 0485.00 VISITOR MARKET
Length of Stay by Country and Purpose,
5.05
FAMILY & SHOPPING
Visitors from China have the most unique trip characteristics.
YE February 2014 They spend more than twice as much time visiting family and
friends (VFF), nearly two months, compared to other countries. TRIP CHARACTERISTICS
70 Despite this enormous difference, visitors from China engage
mainly in shopping group tours or premium group tours (56%).
Business Holiday VFF Shopping Tour The average length of these types of trips is only two days
60 making the overall average length of stay for a visitor from China
just three days.
50
40
30
20
10
0
Australia China UK USA
5.05 0495.00 VISITOR MARKET
5.05 Distribution of Spending in Top Four Cities
VALUABLE VISITORS
Visitors from China spend the most money on their trips for Visitors from China, 2014
compared to other countries, most of which is on retail goods.
TRIP CHARACTERISTICS Total spend by visitors from China in 2013 was $732 million.
Despite visitors from China spending more money on average
per trip than any other country, the vast number of visitors
from Australia contributed $2.247 billion in 2013. The UK and
US contributed $608 million and $502 million the same year
respectively.
Auckland
Country Spend Per Person (Holiday) Queenstown
Australia $2,400 Christchurch
China $3,200 Other
USA $3,500 Rotorua
UK $3,800
UNIQUE SPENDING HABITS
Australia, the UK and the US all have very similar spending habits
with regards to which destinations they spend their money in. All
three of these countries spend most of their money in Auckland,
followed by Queenstown, Christchurch and Wellington
respectively. China differs greatly as their visitors spend most
of their money (62%) in Auckland, followed by Queenstown,
Christchurch and Rotorua.
Distribution of Spending in Top Four Cities Distribution of Spending in Top Four Cities Distribution of Spending in Top Four Cities
for Visitors from Australia, 2014 for Visitors from the US, 2014 for Visitors from the UK, 2014
Auckland Auckland Auckland
Queenstown Queenstown Queenstown
Christchurch Christchurch Christchurch
Wellington Wellington Wellington
Other Other Other
5.05 0505.00 VISITOR MARKET
5.05
WAITAKI DISTRICT
A QUICK OVERNIGHT
The most recent available data on overnight stays in commercial
TRIP CHARACTERISTICS
accommodation in the Waitaki District shows an average of
1.56 nights spent in the district per stay. Tourism Waitaki aims to
increase this to 2.5 by 2025 by working to develop the overall
tourism offer and sell itineraries that retain visitors longer than is
currently experienced.
Anecdotally, a local tourism professional described a common
Oamaru itinerary for visitors on a bus tour of the South Island
from China:
17:30 Bus arrives, visitors check-in to accommodation.
18:00 Buffet dinner.
19:00 Bus departs for Oamaru Blue Penguin Colony.
19:15 Visitors begin penguin watching experience.
21:00 Bus returns visitors to hotel.
07:00 Buffet breakfast.
08:00 Checkout and bus departs.
MANAGED CHANGE
Interviews with some accommodation managers reveal
change is possible. In the past five years one business reports a
significant increase in the average length of stay, moving from
a period when the typical visitor stayed for 1 night to a current
situation where stays of up to 5 nights are more common.
The reasons for this are likely two-fold:
1. High Quality Information - the operator deals personally with a small number of guests. They are able to provide detailed, beautifully formatted information to their clients and specialist tour
operators about each potential attraction.
2. Well Developed Itineraries - the operator has worked extensively to build their own supplier network so that itineraries can be reliably implemented according to guest needs in a way that is
suitable for export.
Another operator attributes recent improvements in occupancy (from 40% to 70% over two years) and length of stay (particularly during the traditionally slow winter period) to a rise in the free
independent traveller (FIT) market segment. Moreover, the revenue per night for this operator increased by 33% during the past two years.
The common denominator is non-reliance on a tour operator to develop itineraries. Information flows directly from attraction to consumer and is not bottle-necked by a tour operator that may be
adversely affected by other factors such as commission agreements with higher cost attractions and accommodations elsewhere in New Zealand.
5.05 0515.00 VISITOR MARKET
5.06
DOMESTIC VISITORS
The popular activities lists provide good insight into key
motivations for visitors to and travellers within New Zealand.
ATTRACTIONS Domestic travellers enjoy many of the same activities
as international visitors with some slight variations. Like
international visitors, visiting friends and family is a strong
motivation for domestic travellers.
Most popular activities and trip motivators (most popular to
least) for domestic travellers (NZ Stats 2012):
1. Dining
2. Visiting Friends And Relatives
3. Shopping
4. Business
5. Sightseeing (Land)
6. Walking And Trekking
7. Other Scenic/Natural Attractions
8. Entertainment
9. Swimming
10. Fishing
11. Other Attractions
12. Museums And Galleries
13. Volcanic/Geothermal Attractions
14. Medical Visit
15. Other Water Activities
16. Performing Arts
17. Theme And Leisure Parks
18. Cycle Sports
19. Boating
20. Golf
21. Snowsports
22. Gardens
5.06 0525.00 VISITOR MARKET
5.06
INTERNATIONAL VISITORS
Most popular activities (most popular to least) combined for
Australia, China, UK and USA (Tourism New Zealand, 2015):
ATTRACTIONS
1. Walking and hiking
2. Boating/Scenic Boat Cruises
3. Volcanic/geothermal attractions
4. Museums and galleries
5. Historic Buildings/heritage attractions
6. Botanical gardens
7. Visiting Friends and Relatives
8. Zoos/wildlife/marine parks
9. Maori performances/cultural attractions
Country Preferred Activities
Bars/nightclubs, snowsports, visiting friends
and family, jet boating, luge, sporting events,
Australia
family events, golf and theme and leisure
parks.
Farm tours, geothermal attractions, gardens,
China Marae visits, farm shows, Maori performances,
hot pools and shopping.
Wine trails/vineyards, museums, scenic boat
USA cruises, Doubtful Sound, film locations and
Milford Sound.
Beaches, glaciers, museums, visiting friends
and family, whale watching, bars/nightclubs,
UK
swimming, seal colonies and geothermal
attractions.
Photos: Tourism New Zealand
5.06 053054
6.00
CURRENT ATTRACTIONS
0556.00 ATTRACTIONS
6.01
ART ON TYNE
An art boutique stocking jewellery, upcycled items (such as
vintage ceramics), paintings and gifts.
ARTS & LITERATURE
Oamaru is known as a hub for art and literature both in the CUSTOMS HOUSE GALLERY
region and more broadly in New Zealand. The town is home
to a large number of galleries and bookshops. Moreover, there Headquarters of the North Otago Art Society, provides
are numerous venues for the performing arts. Some attractions exhibitions and classes. Welcomes visitors.
are publicly owned and operated, such as the Forrester Gallery
while others are private businesses such as Adventure Books. THE GLASS ROOM
Unique works of art in glass by Jill Bayley, Nikki O’Brien & Robyn
Douglas.
IAN ANDERSEN LIMESTONE SCULPTOR
FORRESTER GALLERY Natural New Zealand Oamaru limestone sculptures designed &
The gallery is housed in a neo-classical building built for the Bank of New South Wales in 1884. Started with a bequest from John M. carved by Ian Andersen.
Forrester, it is funded and administered by the Waitaki District Council. It has a varied exhibition programme and houses a growing
collection of regionally significant artworks. There is also an area dedicated to children and workshops. THE LOFT
Plans are confirmed for the North Otago Museum to move into a space to be constructed as part of an expansion to the Forrester The Loft is a creative space for visual arts that provides a
Gallery building. working space for local artists. Situated above the Lazy Cat
Pottery & Tileworks (pictured) it is open for public to meet and
watch artists at work.
OASIS
Antiques, art, interiors and textiles. Selected imports from China
and Indonesia. New Zealand and British studio ceramics, vintage
New Zealand photography and reference books on a range of
subjects.
STEAMPUNK HQ
A unique science fiction art experience that is explored in more
detail in the Steampunk section of this document.
TAYLOR MADE OAMARU
Handcrafted bone jewellery, locally made greenstone pendants,
silver and paua jewellery, limestone are and steampunk curios.
GRAINSTORE GALLERY LAZY CAT POTTERY & TILEWORKS
THE WOOLSTORE GALLERIES
The Grainstore Gallery is privately run in the Victorian Precinct The Lazy Cat Pottery & Tileworks showcases the work of
on Harbour St. Visitors can watch artists at work and explore a resident artist/ceramicist Vaughan Tessier-Varlet who has trained A range of art, gifts, homeware, ladies fashion and stone
treasure trove of art and curiosities. Among others, it features in the UK, France and New Zealand. Upstairs, the building carvings.
work from local artist, Donna Dementé and fashion items such houses ‘The Loft’ gallery.
as hats and jewellery.
6.01 0566.00 ATTRACTIONS
6.01
ARTS & LITERATURE
OPERA HOUSE REPERTORY THEATRE
Built in 1906 and restored in 2009, the Oamaru Opera House won an NZIA Heritage Award for the restoration work that was carried The Oamaru Repertory Society has been entertaining the
out. The building houses a 548 seat auditorium, 102 seat theatrette, two grand meeting rooms, a board room, breakout spaces and North Otago community with a variety of plays and theatrical
grand foyer. It is now marketed for conferences and functions as well as a range of performing arts. performances for over 50 years. They have their own 100 seat
theatre on Itchen Street in Oamaru’s historic precinct. It was
cleaned and repaired extensively in 2015.
ADVENTURE BOOKS MICHAEL O’BRIEN BOOKBINDER SLIGHTLY FOXED SECONDHAND BOOKS
This book shop specialises in adventure literature. Especially A traditional bookbinder, trained extensively in Auckland and Established in 1995, Slightly Foxed Secondhand Books sells
on Antarctica-Polar Regions; Mountains-Mountaineering; London and operating independently since 1988, in Oamaru is good quality books on all subjects including New Zealand local
Exploration; Travel Adventures; Nautical; Natural History. 1994. history, modern first editions, fishing, hunting, mountaineering,
literature and fiction, history, military, craft and biography.
6.01 0576.00 ATTRACTIONS
6.02
OAMARU AUTO COLLECTION
In central Oamaru there is an impressive classic car collection
as part of the Woolstore Complex on Tyne Street. Accessed
CLASSIC CARS through a gift shop, the motoring museum has approximately
30 vehicles. The owners are highly knowledgeable and the
You could be forgiven for not knowing about the automotive
collection changes regularly.
wealth of Oamaru. The town is home to an extensive classic
car collection and a notable motor body builder. The collection includes a range of vehicles, with a particular
interest in rally car racing. There is a 1957 Ransley Riley, with
supercharged 4-cylinder 2.5l engine (right) and an ex Malcolm
Stewart Audi Quattro (bottom right).
6.02 0586.00 ATTRACTIONS
6.02
ROD TEMPERO MOTOR BODY BUILDER
A short distance south of Oamaru on the highway is an
unasuming industrial shed complex that houses the remarkable
work of Rod Tempero. From this base in Oamaru, he and his CLASSIC CARS
small team build and restore desirable road registered cars of
the 50’s and 60’s era.
The vehicles are hand built, with every aspect to the original
specification, using techniques and tooling handed down over
three generations of motor body builders. Current projects
include a Maserati and a Jaguar.
6.02 0596.00 ATTRACTIONS
6.03
NEW ZEALAND WHISKEY COMPANY
In 1997 the last whisky distillery in New Zealand was closed down, and the hundreds of barrels of Cask Strength whisky auctioned
off or mothballed. In 2010, the New Zealand Whiskey team bought the last 80,000 litres in 443 barrels and moved them to their
GASTRONOMY current maturation store in Oamaru on the first floor of the Loam & Merc building on Harbour Street.
Oamaru has a range of excellent restaurants, coffee shops
and breweries. Moreover, it is also home to the New Zealand SCOTT’S BREWERY
Whiskey Company, a farmers market and Whitestone Cheese. Oamaru was officilally a dry town for much of the 1900’s but is now home to a number of breweries. One of the most visible is
Elsewhere in the Waitaki region one may find wineries and Scott’s Brwery, located in the harbour area of the town. It serves a range of unique craft beers and exports throughout New Zealand.
other delights. Moreover, the tasting bar also serves pizza and has a patio area with glass shielding from the wind.
NB: This section is by no means comprehensive and there
are a significant number of additional dining options and
gastronomic attractions in the region.
6.03 0606.00 ATTRACTIONS
6.03
GASTRONOMY
FLEUR’S PLACE GALLEY CAFE KUROW WINERIES
A world-renowned restaurant, south of Oamaru. Fleur’s place Borrowing stylings from Steampunk, this café is located on the The Kurow region is known for wine producing in the Waitaki
has appeared in global media and known for its seafood dishes. water in the Oamaru harbour area. District.
(Photo: theknot.com) (Photo: livingwithlocals.com)
LADYBIRD HILL RIVERSTONE KITCHEN WHITESTONE CHEESE
Ladybrid Hill is a winery, café, restaurant and salmon farm Established by Bevan and Monique Smith in November 2006. Whitestone Cheese was founded in 1987 as a diversification
located in Oamarama. Built in a paddock on the family farm, 15 minutes north of during the 1980’s rural downturn and a series of crippling
Oamaru. In 2010. It has won numerous prestigious awards. droughts. It is now a successful firm and offers tasting tours.
(Photo: ladybirdhill.com)
(Photo: andamare.com)
6.03 0616.00 ATTRACTIONS
6.04
MOERAKI BOULDERS
A notable geological feature, approximately 30 minutes drive
south of Oamaru, is the Moeraki Boulders. These boulders
NATURAL WORLD are concretions formed 60 million years ago from Paleocene
sea floor sediment. Eventually thrust up from the ocean floor
The Waitaki District has some of the most accessible natural
millions of years ago, along with the erosion from wave action,
attractions in the world.
the boulders were exhumed from the mudstone enclosing them
and concentrated on the beach from coastal erosion. These
boulders are a popular point of interest for tourists that visit
Oamaru and surrounding area.
OAMARU PUBLIC GARDENS
The public gardens in Oamaru are known as a particularly
beautiful public space. The red bridge is an iconic feature
(below, left).
VANISHED WORLD
The Vanished World attraction in Duntroon forms part of the
Vanished World trail, a self-drive map of prehistorical attractions
in the region. The Vanished World Centre in Duntroon has
displays of fossils, rocks and interpretive graphics (below,
centre).
ELEPHANT ROCKS
A number of natural limestone formations near Duntroon
(below, right).
(Photo: blogspot.com)
6.04 0626.00 ATTRACTIONS
6.04
OAMARU BLUE PENGUIN COLONY
The Oamaru Blue Penguin Colony is the principal ticketed
attraction in the region. Operated by Tourism Waitaki, it has
increased in popularity throughout the past decade and the NATURAL WORLD
organisation has invested significantly in improving the visitor
experience and in scientific research led by an on-site specialist.
Each evening at dusk, often upwards of 150 penguins (subject
to the time of year) return from fishing to land. Visitors pay
to silently watch the endeavour from purpose-built seating.
Educational commentary is provided.
BUSHY BEACH
A short distance from Oamaru, Bushy Beach is home to a range
of wildlife. Notably the rare Yellow-Eyed Penguin. Signs request
humans leave the beach by 3pm each day so as not to disturb
the animals. Some basic shelters are provided on the headland
as a base for viewing.
6.04 0636.00 ATTRACTIONS
6.05
VICTORIAN PRECINCT
Oamaru’s Victorian Precinct is a busy hub filled with shops,
galleries, cafes, bars and restaurants, museums, a brewery, a
NEW ZEALAND HISTORY steam train, plenty of fun activities. The majority of the buildings
in the area are owned and managed by the OWCT.
Heritage attractions are a key component of the tourism offer
in Oamaru and nearby. Each year, the precinct is used to host an annual Victorian
Fete. Admission is charged and a wide range of activities and
attractions are offered, for example:
• Vintage Train Rides
• Limestone Sculpture
• Vintage Machinery
• Traditional Boats
• Music
• Puppet Show
The event is widely regarded as a fantastic feature of the town’s
annual program and recorded in excess of 4,500 attendees in
2015.
NORTH OTAGO MUSEUM
The North Otago Museum has a range of displays on life in
historic Oamaru. Morover, it holds the Willett’s collection, a
collection of Archaic material mostly from Waitaki River mouth.
Plans are underway to move the museum from the building
pictured (below, centre) to a new annex of the Forrester Gallery.
6.05 064You can also read
