Nelson Tasman Tourism July 2011 Newsletter

CEO Comment

A lot has happened in the tourism industry in the country since our last newsletter. The tragic events in Christchurch on 22 February 2011 will have repercussions for tourism in NZ for quite some time. Tourism New Zealand (TNZ), the Inbound Tour Operators Council, Central Government and Regional Tourism Organisations have invested huge resources into ensuring our markets offshore are aware NZ and the South Island are open for visitors. For operators who have a high domestic visitation level, numbers may also be down due to Cantabrians being our largest source market.

There is a lot of hurt in many regions as a result of the ongoing unsettlement in Canterbury and our thoughts go out to industry colleagues and associates as they work through this period and try to plan a future with their families and businesses. Although year-to-date we are -1.7% behind on total guest nights compared to 2010 results, we have actually held up very well compared to other regions in the country.

The country is fortunate to be hosting the Rugby World Cup event in September and October and it is hoped the additional 85,000 international visitors expected during the six-week period will offset any potential drop in high season visitors. Nelson Tasman Tourism (NTT) is doing a lot of work to ensure international wholesalers know we are open for business and that we’re keen to help with itinerary planning and information to help them put Nelson Tasman on their itineraries.

From a regional perspective, it looks like the winter period may be quiet. However, we are cautiously optimistic we will see an increase in visitors over the next six months. This is due to increased visitation with hosting the Italian, American, Russian and Australian teams for the RWC event, hosting the South Island Masters Games from 15-23 October, and potential conference business in October/November as the North Island gets a bit busier with RWC travellers.

The region is in a good position to capitalise on all these opportunities and plan a path forward to reposition ourselves as a premium visitor destination. We are in the final stages of finalizing our key marketing activities for the period 1 July 2011 – 30 July 2012 and will outline activities in the next newsletter. Over the next two months we will begin drafting NTT’s Strategic Plan 2011-2014 and prepare the region’s Regional Tourism Strategic Plan 2011-2021. The Regional Tourism Strategic Plan will involve coming out to communities and hearing your thoughts on future tourism development and marketing, along with opportunities and challenges you see the region facing over the next decade.

It is difficult to predict what the next twelve months will present the Nelson Tasman region. There are numerous opportunities and we need to focus on the positive long-term prospects they offer and manage risks and challenges carefully in a proactive instead of a reactive way. We look forward to industry, the communities and other stakeholders support as we begin the process of ensuring the direct and indirect benefits that tourism brings to communities and the regional economy, is recognised and valued, so that we can face the future with a degree of confidence.

Rugby World Cup Update

We’ve received a few inquiries from operators about forward accommodation bookings for RWC and what NTT is doing to attract those visitors coming to NZ for RWC to our region.

We estimate Nelson Tasman region should receive an additional 5,000-12,000 visitors travelling through the region between the period 5 September – 5 October. Main markets that will travel independently will be from the UK and Australia.  These two key markets (especially Australia) have not pre-booked accommodation, rental cars or campervans as yet. However, we expect to see a flurry of bookings during July as Australians tune into what’s happening across the ditch and bookings begin to flow in. We do not have exact numbers yet because the 150,000 tickets purchased for Christchurch games have yet to be factored into the mix. The tickets have been refunded but the repurchase in new locations has not yet been calculated. We will have a better idea by the end of July and will share this information as soon as we receive it. Click here for some helpful information about RWC trends and activities.

Anecdotal evidence indicates accommodation is heavily booked on game nights but there is availability in the region on other nights surrounding games.  That is not to say that there are not rooms available on game nights but bookings are heavy.

NTT has a range of marketing activities on-shore and off-shore to ensure we capitalise on the opportunities with domestic and international markets. We are very active working with media and will continue this over the next few months. Hard drives of the region’s new high definition film footage have been sent to ITV in the UK, numerous media channels in Australia, Sky Sports NZ and to TNZ. This will allow broadcasters to cut in segments of the footage between advert breaks. If you haven’t seen the new footage, click here.

NTT will be calling a RWC industry update in August to help operators with planning but in the meantime check out  the Get Involved website for Rugby World Cup to find out how your business can make the most of this major international event.

Advertising Opportunities Update

www.NelsonNZ.com
Our website has been live three months now and we have received lots of positive comments on the look and feel of the website, and also some feedback on how we can improve the site, which we are currently working on.  We have also extended our module for online purchasing to include i-SITE and visitor guide advertising.

Website Listings
Many of you have taken the opportunity to upgrade to a premium listing.  This is a great investment to promote your business for $20 per month. Premium listings provide

• More prominent profile on the website listing page with contact details

• 50 word description

• Two images

• YouTube video stream

• Google map reference

Scroll around the site to see examples of premium listings already loaded.  They stand out.

Great news! Effective from mid-June, all listings are random, but premium listings take priority.

If you have a free listing and wish to upgrade to a premium listing, or you wish to purchase a premium listing for $220+GST for the  period to 30 June 2012 click here. And remember you can log in and edit your listing content at any time (please note your listing is temporarily unpublished while waiting for approval to go live).

All tourism related businesses based in Nelson Tasman region are eligible for a FREE listing(s) on www.NelsonNZ.com. If you haven’t already taken up this opportunity, click here to register.  A free listing provides you with key contact information and a 25 word description of your business. To those operators that we emailed advising that a free listing had been set up, thank you if you logged in, checked your details and uploaded the 25 word description - if you haven’t already done so, your listing will benefit from the inclusion of a description.  Please log in here to check/update your listing(s).  If you don’t have your log in details, please email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

Visitor Centre Display
Note payment for display space, such as brochure and poster space, at Nelson, Golden Bay and Murchison visitor centres, was due 30 June.  Renew today! Any queries please contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Official Nelson Tasman Visitor Guide 2011/2012
Thanks to those operators that have taken up the opportunity to advertise in the Visitor Guide – we are now in the final stages of advert placement and proofs will go out shortly. Please contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it or phone 03 539 0820 if you have any queries.  The Visitor Guide is due to be released at the end of August.

TRENZ 2011 – Very Positive Feedback!

Loren, Marie and Lynda represented the region at TRENZ, New Zealand tourism industry’s most important annual international event, held in Queenstown late May.  They were joined by Abel Tasman Sea Shuttles, Grand Mercure Nelson Monaco, Wilsons Abel Tasman and Abel Tasman Aqua Taxi/Abel Tasman Kayaks.

NTT created a tailor made Abel Tasman themed beach booth (including sand) to create interest and this certainly proved popular! Along with Nelson Tasman wines, some delicious Proper Crisps were on offer, as well as up to the minute information on what to do and where to stay when travelling to the region.

NTT had a full appointment schedule and had a huge level of interest from trade in the region’s tourism products. This can partially be credited to tour itineraries being changed due to the Christchurch earthquakes, as well as heightened interest in Nelson Tasman from its high Rugby World Cup profile, and our new high definition video footage.  The team also made contact with a number of media including Lonely Planet (International), Chosun Media (South Korea) and Getaway Travel (Australia).

UK and Europe Tourism New Zealand Roadshow

Loren and Lynda are currently in the UK and Europe to partake in the TNZ International Marketing Alliance Roadshow from 4—15 July. This trade event will see NTT’s representatives meet with over 300 frontline reservation staff and 100 trade product managers. Two media events have also been planned – one in London and one in Frankfurt.

Recent International Activity

The announcement of Nelson hosting the Australia vs Russia Rugby World Cup pool game on 1 October has meant the region has seen an influx of media interest and we’ve hosted an unprecedented number of media – in the past quarter NTT has hosted more media than in a normal year!

International Media for RWC2011
NTT has continued to host Rugby World Cup Media Itineraries:

• Channel 9 Wide World of Sports – filming filler segments to play on Channel 9 and other affiliate channels during RWC 2011. The stories will focus on Nelson's rugby history, what hosting RWC2011 means to locals and the birthplace of rugby in NZ. They were also interested in the Italian heritage and lifestyle/tourism pieces.

• Vacations and Travel Australia – a freelance journalist commissioned to write a three and a half page article on the ‘Game On’ Festival and reasons to travel to the Nelson Tasman region during the Rugby World Cup.

International Media Programme
Recently hosted:

• Three TNZ International Media Programme Media Advisors representing Australia, Europe and Japan, who will report back to their teams on their experience.

• Elite Traveller China – Luxury Chinese publication.

• Post Quake famil – A group itinerary for six Australian lifestyle and travel publications around the theme “New Zealand is open” following the Christchurch earthquake.

Trade Visits
NTT hosted a number of international trade representatives in post TRENZ famils in late May and early June.

• One Aspire Downunder representative –USA high end, luxury market

• Four Tourism New Zealand trade staff – international trade representatives

• Scenic Tours – 28 agents based internationally

International Marketing Group 2011/2012

The Nelson Tasman International Marketing Group (IMG) consists of a range of the region’s key tourism industry suppliers, who are actively working with travel trade to raise profile for their business and increase sales within international markets. To this end, an annual calendar of scheduled trade marketing activity is undertaken by NTT’s International Marketing Manager on behalf of the member businesses.

This activity includes events organized by NTT as well as events organized by TNZ in North America, UK, Europe, Japan, India, China and other emerging markets.  Throughout the year, there is additional marketing activity, such as media visits, third party consumer campaigns, and online opportunities.  Some of this activity will allow members to participate for added profile. The level of value obtained from membership of the IMG is generally directly related to the level of participation in the IMG activity programme.

The IMG is currently recruiting new members for the 2011/2012 financial year. If you are interested in marketing internationally to travel trade and media then please contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it '; document.write( '' ); document.write( addy_text33967 ); document.write( '<\/a>' ); //--> This e-mail address is being protected from spambots. You need JavaScript enabled to view it to discuss the benefits membership of this group can bring.

The region recently hosted 25 i-SITE travel consultants from i-SITEs around New Zealand on an eight day famil in preparation for the RWC2011, to educate consultants about the depth and breadth of what the region has to offer. Our sincere thanks to Flying Kiwi for their support and to the 123 operators who participated in a multitude of ways to the famil. Feedback from the consultants is that our region ‘totally rocks’ and it was the best i-SITE famil travel consultants had ever attended in New Zealand. Well done to industry and NTT team, you are great ambassadors! For comments and photos loaded by the i-SITE participants check out the specially created Facebook page.

HD Footage Now Available

NTT has produced three “free to use” promotional videos available on YouTube

• Nelson Tasman - picture perfect

• Nelson Tasman National Parks

• Nelson City –  a pocket paradise

As a result of our video shoot, we now have a library of footage that is available free to use by broadcasters, advertisers, operators and anyone else who wishes to promote the Nelson Tasman region.

The library, almost four hours of aerial and ground shots, can be obtained from YouTube accessible at http://www.nelsonnz.com/video. There are many options available to download YouTube videos; search on Google for YouTube video grabber or downloader. Or http://saveyoutube.com is a simple system where you add the address of the video you wish to download.

Interestingly enough, the traffic on YouTube from 24 May to 17 June has mostly originated from countries that are playing here for Rugby Word Cup;

If you have any questions about our video library please email This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Tourism New Zealand Operator Database

TNZ has completely updated and overhauled their Tourism Operator Database that supplies the operator business and listing on www.newzealand.com. This new database means that operators can include images, video, social media pages, translations and high/low season pricing amongst a number of new options on their listing within www.newzealand.com. For the first time operators will also be able to be sold by the i-SITE network based on the updated data they load.

All operator listings are free and most importantly, www.newzealand.com attracts on average in excess of one million visitors per month.  For those with an existing listing, the information has been copied across to the new database.  To update or register for a listing on www.newzealand.com, go to www.register.newzealand.com

Events Marketing and Development News 

Sponsored Event Update:
Sponsored event MarchFest, Nelson’s unique craft beer and music festival, took place on 26 March at Founders Heritage Park. Nearly 2,000 visitors attended - of these, 42% of visitors were from outside the Nelson/Tasman region, a great result.

Escape from Tane’s Forest, a trail running event organised by Nelson Events Ltd, based in and around the Brook Waimarama Sanctuary took place on Sat 25 June. The event received sponsorship funding as there are not many trail running events in winter, so this event was expected to attract competitors from around New Zealand.  60 competitors (43%) registered from outside the Nelson Tasman region.

In July the Nelson Winter Music Festival runs over a three week period, from 8 – 24 July, with the emphasis on the weekends. The Festival features local and national performers, providing the audience with a wide range of musical performance options spanning classical, jazz, cabaret and comedy.

Other events that have received sponsorship funding include:

• The NZ Italian Festival – Nelson, Sat 17 & Sun 18 Sept

• Taste Nelson, Sat 24 September

• Oi You! Urban Art Exhibition, 23 Sept – 24 Oct

• Nelson Cycle Festival, 1 – 9 Oct

• South Island Masters Games, 15 – 23 Oct

• Mixed Golf Foursomes Championship, 22 – 23 Oct

If you would like to learn more about the programme and find out if your event is eligible for sponsorship funding, please contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it , Events Marketing & Development Coordinator at Nelson Tasman Tourism. Applications are considered quarterly, with the next round closing on 1 August 2011.

ItsOn
ItsOn is Nelson Tasman’s number one events website, and the best source of what’s coming up in the region. To receive free weekly event newsletters by email, click here, or check out the competitions to win tickets to events! ItsOn is an initiative of Nelson City Council and is supported by Tasman District Council and MORE FM.  Listing events on the website is completely free! To load your event, go to www.ItsOn.co.nz and click on Event Organisers.

Monthly Statistics

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

Source: Statistics NZ

Website Visits - www.NelsonNZ.com

What’s New – Operator Update

• Congratulations to these operators for achieving Qualmark Enviro Awards

  • Alpine Lodge  - Bronze

  • Bronte Country Estate  - Silver

  • High Places - Bronze

• Customhouse is offering long term accommodation throughout the year – check out www.customhousenelson.co.nz

Snippets

• Ecotourism NZ is hosting an intensive one-day session on 18 August in Greymouth on the nuts ‘n’ bolts of nature-based tourism - for more information and to register go to http://www.ecotourismnz.com/ecotourism/ecotourism-detail/index.cfm/articleId/743/

• Qualmark has adopted a new brand to better distinguish between sectors, improve recognition by travellers and clearly identify Qualmark as New Zealand’s ‘official’ stamp of quality assurance. They have also recently announced the separation of the old Self Contained & Serviced sector into two new categories.  For more information check out www.qualmark.co.nz

• Check out the new articles on Access Tourism that have recently been added to the Access Tourism New Zealand website.

• From 1 July 2011 all employers must keep a copy of their employees signed employment agreements or current terms and conditions of employment, or they may face a penalty action for a breach of the law. To find out more visit www.dol.govt.nz/er

• Maori tourism in New Zealand has reached another milestone with completion of the first stage of the new portal for Maori Tourism - this website creates the ultimate gateway to browse, learn and book Maori Tourism Operators throughout New Zealand – check out http://www.inz.maori.nz/

Quick E-tips

This article has some good tips on how to manage TripAdvisor comments. It’s targeted at hoteliers, but much of the advice applies equally to other operators. Tips include encouraging reviews, as research shows guests who read reviews prior to booking are happier with their stay, are more likely to recommend the hotel after their stay and are more likely to return in the future.