media & trade • newsletter

February 2010

CEO Comment

"Better than expected given the events of 2009".  That's the response most operators are saying about the 2009/2010 season to date. At the end of November 2009 (the latest data), commercial guest nights for international visitors to Nelson Tasman were up 1.5%, while domestic nights were down 5.6% - the marketplace continues to be very volatile. And, in January we've seen growth in foot traffic in the i-SITEs for the first time in many months.

At NTT, the next three months will be busy.  We're planning for our Spring Campaign for 2010, the annual IBO Trade Day also in April, Astrid has sales calls in Australia mid-March and we'll get the 2011 Visitor Guide underway.  A social media strategy is underway and we're also planning our next series of industry workshops - to be held in April.  Social media was the main topic last October, so now is the time to tell us if there is anything specific you'd like these workshops to focus on.

In addition to the day job, two other areas I'm involved in over the next few months are government's review of New Zealand's adventure tourism standards and also a peer review of DoC's Destination Management Framework.

Finally, I spent an idyllic Nelson Anniversary long weekend in Golden Bay camping at Pohara - lots of very happy holiday makers and the Collingwood Food Fair on the Sunday was brilliant!

All the best for a busy February.

Spread Nelson's Sunny Message      

Nelson clocked up 2544.8 sunshine hours for 2009, which was 18 hours ahead of Tauranga's 2526.8 hours.  We also convincingly beat last year's winner, Blenheim, which managed just 2444.3 hours.

To make the very most of our newly legitimised claim to being the sunniest region of New Zealand, we recently produced a logo to proclaim ourselves as such.  We proudly display this logo on our email signatures. 

If you would like to use the logo for similar purposes, email info@NelsonNZ.com for a copy.  Let's spread the news while it's current - and relevant to those in other regions enduring a slightly wetter summer.

Nelson Tasman Tourism - Business Plan      

We've spent some time over the past few months developing a new business plan which outlines details of our company structure, objectives, programmes, staffing, revenue streams and expenditure. 

The Business Plan will go up on our website soon or ask for a copy now by e-mail. Feedback on the format and content are welcome.

Tailor Made UK Consumer Promotion      

Nelson Tasman featured in a recent campaign targeting visitors from the UK.  The campaign, run by high end travel wholesaler, Tailor Made, included high profile print and online advertising, and a mailout to 6,000 of Tailor Made's clients who had previously travelled to New Zealand.

The campaign was considered a good fit for Nelson Tasman, with UK travellers making up our second largest international market, many having travelled to New Zealand previously.

A thirsty Girl Visits Nelson      

High profile US media personality Leslie Sbrocco filmed in the Abel Tasman National Park on Sunday 7 February, whilst in New Zealand to attend the Pinot Noir 2010 conference in Wellington followed by Nelson International Aromatics Symposium.

Ms Sbrocco's PBS television show, “Check Please”, has garnered three Emmy Awards and she is a regular on NBC's Today Show, as well as a judge on the new American national PBS series entitled, The Winemakers. 

Ms Sbrocco is currently working on a new book, Adventures of a Thirsty Girl, which will have an associated website with video and social-media forums and events.  We understand the footage of the Abel Tasman National Park may be used in the “Thirsty Girl" website, and possibly her television show.

Swedish Students Hosted by NTT      

For the ninth time since 2002, NTT recently hosted a class of twenty senior Swedish tourism students.   The annual visit is part of a 10-week programme organised by NMIT for students from Gotland University, Sweden.

In their week at NTT students spent time with the team learning about the role of an RTO, before heading out to meet local tourism operators who had volunteered their businesses as marketing case studies. 

At the end of the week, as part of their final assessment, students presented proposed marketing plans to NTT and relevant operators.   Rose Griffin of The Gentle Cycling Company says she ‘was thrilled with the result. The students' professionalism was great, they were really on the ball and gave me very valuable feedback on my existing marketing and also some achievable ideas for development.’

Anyone interested in being involved in the programme in January 2011, contact info@NelsonNZ.com

New Resource for Tourism Operators      

Tourism New Zealand has launched a new-look corporate website - http://www.tourismnewzealand.com/ packed with useful news, research, market information and in-depth campaign information.

Tourism New Zealand Chief Executive Kevin Bowler says the new website provides comprehensive information about Tourism New Zealand’s work and gives valuable insights into how offshore markets are performing.

“The new website will help make sure the industry is coordinated in its marketing efforts by providing a hub of information about what we are doing offshore.

“It is a valuable tool for operators, with plenty of information to help in business planning and to guide where marketing budget is best focused.”

 The new site has a simplified design based around six “most used” sections. It also has an expanded and updated ‘Markets & Stats’ section, more video and image content, an improved search function and a dedicated campaign section covering international public relations work, consumer and trade marketing, and a dedicated Rugby World Cup 2011 page.

Find out more about what's in the new website: http://www.tourismnewzealand.com/launch/ 

Free Exposure on New Zealand's Official Tourism Website      

Tourism New Zealand has also recently updated its travel trade website, www.traveltrade.newzealand.com.  The site offers a resource for travel sellers in all our offshore markets.

One of the key features the site offers is the 'Industry Guidebook' where travel sellers can search for a particular category of product (accommodation, activities, transport and tours) in any region of New Zealand.  It is trade specific so has details on commission rates, etc and it is free for New Zealand tourism operators to list.  If you currently work with international travel trade make sure your product is listed on this website. 

If you do not work with international trade, you can still list for free on Tourism New Zealand's consumer site www.newzealand.com.  With 14.5 million visits to these sites combined in the past 12 months, this should be high on your priority.  Should you require further information please contact info@NelsonNZ.com

www.nzskillsconnect.co.nz      

Over the past two years, research and development of NZSkillsConnect, a careers website for the aviation, hospitality and tourism industries, including museums, travel and casinos has been undertaken. This exciting careers website was launched late last year.  An innovative interactive search tool has been designed that allows users to explore job roles, possible career pathways and the Aviation, Tourism, Travel Training Organisation (ATTTO) and the Hospitality Standards Institute (HSI) national qualifications that feed into these roles.

The site has been designed to allow the interaction of three groups: career seekers, employers and training providers.   Employers and associations can register as facilitating on job training that aligns to ATTTO and HSI national qualifications, as well as profile their organisation and list job adverts. This is currently a free service.  Training providers manage their own patch of the site, and keep their listing of nationally recognised qualifications updated.   Career Seekers can also register and list their profile and CV, and as a registered employer on the site, you can access these potential employees.

If you would like to register your organisation on the site or just see what it is all about, please go to www.nzskillsconnect.co.nz  

Kiwibank ATM Now Located Inside Nelson i-SITE      

There’s another Kiwibank ATM in Nelson, at a handy location inside the Nelson i-SITE.  You can use Kiwibank’s or any other bank’s ATM cards to check out your balance, transfer cash, or get some out and much more - very handy!

Please let your visitors know if they need an ATM, about this new convenient location for locals and travellers alike.  Available during i-SITE opening hours.

Summer Staff at Golden Bay i-SITE      

Golden Bay i-SITE welcomed two new summer staff members before Christmas - Rose Stocker (pictured) and Beth Jenkin.  Both are new to tourism but have grown up in Golden Bay, and have been sharing their extensive local knowledge with our many visitors to our area.  

One of the highlights for our newest team members was a recent tour to Farewell Spit with some of the Nelson and Murchison staff.

Nelson Events Marketing & Development Programme      

ItsOn.co.nz
The ItsOn Nelson Tasman events website has grown considerably over the past few months and is well on its way to being the number one events website for the Nelson Tasman region. 

It has now had in excess of 24,000 visits in total, beating the targets set when the website was launched in June 09. This is largely due to the weekly event updates sent out to the database of ItsOn subscribers, the number of which has more than doubled since October.

ItsOn has hosted a total of 700 events so far, with an average of 100 events listed at any one time.

The promotional campaign for the Its On website continues with radio adverts and weekly event updates and website competitions.

Events Marketing & Development Sponsorship Funding
Of the four events which applied for the November round of sponsorship funding from the programme, we are delighted to announce that three great events have been successful. These three events are the long running Nelson School of Music’s Winter Festival 2010, and two new events, the Wild & Sneaky Art Festival, and Nelson Cycle Festival.

Event Organiser Training
The next Event Organiser Training Seminar is scheduled for Tuesday 2 March.  The topic for this will be Event Sponsorship & Funding and invites will go out shortly.

Its On Events Update
BioPaints presents Nelson Opera in the Park supported by Nelson City Council
Saturday 13th February 2010
http://www.itson.co.nz/2010/522-biopaints-presents-nelson-opera-in-the-park-suppor
Cologne New Philharmonic Orchestra Concert Saturday 20th February 2010
http://www.itson.co.nz/2010/538-cologne-new-philharmonic-orchestra-concert
Brightwater Wine & Food Festival Sunday 21st February 2010
http://www.itson.co.nz/2010/199-brightwater-wine-food-festival

Monthly Statistics      

Monthly Statistics      

Here are the latest Nelson Tasman statistics on domestic and international guest nights.

Guest Nights	Nov 09	% Change Nov 08	YE Nov 09	% Change YE Nov 09
Domestic	44,881	3.9%	779,306	-5.6%
International	44,307	4.7%	439,991	1.5%
Total	89,188	4.3%	1,219,297	-3.1%

 
Source: Statistics NZ

Website Visits - www.NelsonNZ.com

	Nov 09
Unique Visits	10,952
No. of Visits	17,017

Most Visited Pages
1. Accommodation
2. About Nelson
3. Sights & Activities
4. Transport

Origin of Visitors (to site)
1. United States
2. New Zealand
3. Great Britain
4. Australia

What's New - Operator Update      

• Palazzo Motor Lodge has featured twice in www.tripadvisor.com Travelers Choice 2010 awards; 2nd in the Top 10 Bargain Hotels for the South Pacific and 3rd in the Top 10 Hotels for Service in the South Pacific
• Congratulations to those operators who have achieved Qualmark Enviro Awards in December; Kimi Ora Spa Resort - Silver, Wine, Art & Wilderness (New Zealand Nature Tours) - Silver and Wall Street Accommodation - Bronze
• Congratulations also go to Adrift in Golden Bay - Beachfront Accommodation who have recently obtained a Qualmark 5 star rating in the Self Contained & Serviced category, Abel Tasman Sea Shuttle for obtaining Endorsed Visitor Transport, Golden Bay Holiday Park for upgrading from 3 star to 3 star plus and Kings Gate Motel for upgrading from 4 star to 4 star plus.  Nelson, Golden Bay and Motueka i-SITEs have also all obtained Endorsed Visitor Service.
• Kiwi-owned company Apex Car Rentals has launched the first ever New Zealand car rental iPhone application, allowing customers to book an Apex rental car anywhere, anytime, in less than a minute. For more information click here

Snippets      

• Just a reminder, if you require further supplies of the Nelson Tasman Region Visitor Guide, email Tracy info@NelsonNZ.com with the quantity required and we'll get these out to you promptly.
• Just bought a new tourism business, or about to sell?  Please ensure you pass on new bank account and GST details to us and other i-SITE Visitor Centres.  If we are not informed of new bank account details, payment will be made to the old owners unless they've closed their account.
• Trafalgar Park is undergoing a $5.9 million upgrade prior to hosting two RWC matches, and is claiming a first in the use of recycled materials. Check out http://www.nzherald.co.nz/environment/news/article.cfm?c_id=39&objectid=10622063
• Would you like to receive free, regular, up-to-date information on the performance of the tourism sector, including the outlook for the next three months?  The Tourism Industry Monitor is an industry led initiative designed to help individual businesses better understand the tourism environment, benchmark their performance against the wider market, and plan for the future with greater confidence.  Data is collected monthly and all businesses that submit data will receive reports.  Participation is free.  Please visit www.covec.co.nz/TIM for more information. 
• This month's offering from The Department of Labour; Public holidays: Waitangi and Anzac days
  This year Waitangi Day falls on a Saturday.  Employees who do not normally work on a Saturday do not have an entitlement to payment for Waitangi Day.  Anzac Day falls on a Sunday. Employees who do not normally work on Sunday do not have an entitlement to payment for Anzac Day. For more information check out http://ers.govt.nz/holidays_act_2003/public_holidays.html 
• "Nelson Boysenberries" is printed on the lids of 500,000 of its two-litre icecream tubs, the first time a region has been acknowledged this way.  This is great news for Nelson.  Check out http://www.voxy.co.nz/business/nelson-boysenberries-win-star-turn-ice-cream-lids-home-and-new-levels-demand-jap/5/35748 for more information
• SOCIAL MEDIA QUICK TIP OF THE MONTH: Open a Twitter Account.  Post regular updates of news, events and special happenings.  Keep them current and newsworthy eg reports of rare wildlife sightings (dolphins in the bay); special deals on special occasions eg. to celebrate Nelson Anniversary Day; notable awards/ratings eg. Palazzo Motor Lodge in top 3 accommodation on Tripadvisor’s Travellers Choice Awards for 2010.  Find a balance between posting events and posting about life in and around your destination. Reply and interact with your followers but remember to keep it professional. The most successful tweeters interact with followers and demonstrate they are real people. Remember, this is social networking and relationship building. Think of it as a virtual cocktail networking reception except the handshakes and smiles are @ replies