WellingtonNZ.com,
New Zealand 

A year on from launching the Wellington Visitor Strategy 2015, the region is well on its way to achieving its tourism goals.

Download the pictured Industry Highlights from an Absolutely Positively Productive 2009 [PDF: 2MB]

Wellington has put $1 million on the table in a bid to gain matched funding from central government for a campaign promoting the region in Australia.

Prime Minister and Minister of Tourism John Key committed $5 million towards joint venture marketing with regional tourism organisations in November. The announcement followed talks between central government and gateway regions instigated by Positively Wellington Tourism (PWT) in February.

PWT Chief Executive David Perks says Wellington City Council’s June pledge of just over $500,000 this financial year has been matched by commercial businesses and regional partners.

“This has enabled us to put $1 million on the table this week and ask central government to match it. If they do, that will see Wellington city’s investment quadrupled into a $2 million campaign this year.”

Development of a marketing campaign in Australia was a key action of the Wellington Visitor Strategy 2015, released a year ago. Mr Perks said a number of the capital’s strategic goals have already been achieved in 2009, despite tourism’s most challenging year.

“We’ve ticked some pretty big boxes this year and, as an industry, are well on our way to achieving what we have set out to do by 2015. That said, there’s still plenty of work to be done.”

The expected campaign launch in Australia, opening of Carter Observatory and ZEALANDIA: The Exhibition, and a busy summer events season – including 17 Australasian premieres at the NZ International Arts Festival – would see 2010 start strong, Mr Perks says.

“The challenge will be to maintain that momentum through the winter.”

Wellington Visitor Strategy 2015: A Year On 
 

The WVS 2015 is split into three areas; Our Place, Our Customers and Our People. PWT Chief Executive David Perks says a number of key targets have already been achieved, although plenty of boxes are still left to be ticked over the next five years.

Our Place: Better Place to Visit, Better Place to Live

Product Development:
“Product development has been the quiet achiever of 2009. The opening of a brand new Carter Observatory and the much awaited ZEALANDIA: The Exhibition early in 2010 are on track; there are also some exciting potential projects on the horizon we’re hoping to be able to talk about in the new year.”

Infrastructure:
“Seeing development begin on an inner-city campervan depot before the year’s end has been a definite win for our industry. We’ve also instigated a pay-for cruise shuttle service following a pilot programme in 2008 which is helping cruise visitors make the most of Wellington during their stopover.”

Air capacity:
“The introduction of a new inbound route from Sydney by Pacific Blue and the entry of Jetstar to the domestic market have been key to diversifying and continuing competition in the airline market. Air New Zealand has been a key tactical partner this year in weekend and events-based promotion.”

Wellington’s i-SITE experience:
“2010 will see development of the city experience and a new micro i-SITE – watch this space!”

The future:
“Signage and interpretation will be a key focus, with the council’s Capital City Initiative providing an ideal platform for integrating improvements in the coming years. We would also like to see a purpose-built convention facility and further accommodation developed.”

Our Customers: Targeted Marketing

Wellingtonians:
“The biennial Quality of Life survey rated Wellington city as having the highest quality of life this year. Our KNOW Wellington programme plays a core role in helping locals make the most of our city and the database has surged some 80% over 2009, reaching 20,000 subscribers six months ahead of schedule.”

Domestic:
“Domestically the challenge has been to continue to build on our successes in the New Zealand market. The diversification of the events marketing strategy to feature even more of the reasons to visit Wellington has proved highly successful, with domestic guest nights offsetting international declines and Wellington being named the destination of choice for New Zealanders by the Fly Buys/Colmar Brunton Mood of the New Zealand Traveller.”

Australia:
“In February we instigated talks between key gateway regions and central government about joint venture marketing opportunities in Australia. The government announced $5 million towards joint venture marketing with regional tourism organisations in November and we have since put forward $1 million in a bid for matched funds. Market research and concept development have been carried out in preparation for an expected Australia campaign launch early in 2010.”

International:
“Long haul visitation has obviously softened this year, although we have held – if not built on – our share in key markets. Our trade relationships in the UK and US are as strong as ever and this will prove vital as the global economy improves and new product comes on line in early 2010.”

Our People: Delivering the Experience

Service:
“This year a major strategic shift has been on selling Wellington product in the i-SITE Visitor Centre, thereby influencing longer stays. Sales of Wellington activities were up an astounding 95% in the six months to the end of October this year, compared to the same period last year. In 2010 we are expecting to develop the i-SITE so it physically reflects the Wellington experience.

Accessibility:
“Wellington has been recognised as a national leader in accessible tourism promotion. We have furthered activities in this area this year by integrating accessible routes into our new city maps."

Sustainability and storytelling:
“A number of accommodation and attractions have attained Qualmark Enviro Gold this year and YHA Wellington City won a prestigious international responsible tourism award. With an Enviro Gold airline servicing the city, an environment and visitor friendly airport transfer bus service and New Zealand’s first carboNZero certified taxi company, Wellington is now well positioned to offer holidays that don’t cost the earth.”