What Do Visitors Want from Wellington?
27 November 2007
The latest Regional Visitor Monitor is launched today, showing international visitors have increasing expectations of their New Zealand visit. Wellington is no exception, with visitors expecting a variety of experiences during their time here.
“Wellington is one of the country’s major tourism destinations, and visitor expectations play a vital role in our performance,” says Tim Cossar, CEO of Positively Wellington Tourism. “If a visitor leaves having had a great experience, they’re likely to tell friends and family, and encourage more people to visit.”
“Positively Wellington Tourism supports the work of the New Zealand Tourism Strategy 2015, which also identifies the importance of visitor expectations. We are currently creating a Wellington Tourism Strategy, which will take its framework from the national strategy. Visitor expectations, and how a destination meets them, will be one of the fundamental pillars of Wellington’s strategy.”
Positively Wellington Tourism is one of six regions involved in the Regional Visitor Monitor, a qualitative survey that measures visitor satisfaction. The year end September 2007 results show that both domestic and international visitors hold Wellington in high regard.
45% of international visitors expect Wellington to have a vibrant urban atmosphere, ahead of the national benchmark of 30%. Similar expectations can be seen in the domestic visitor market. 70% of domestic visitors also expect Wellington to have a vibrant urban atmosphere, ahead of the national benchmark of 42%.
“Our visitors have a very clear idea about what they will discover during their time in Wellington,” Tim says. “Wellington has developed a reputation as a vibrant urban city, offering great shops, cafes, restaurants and nightlife. Those experiences are exactly what our visitors seek out.”
“The Regional Visitor Monitor gives us valuable insights into Wellington’s performance as a visitor destination. It helps inform our marketing, and also highlights the areas where improvements are still needed.”
