Funding to boost off-peak tourism
Tourism and civic leaders gather at Taupō’s Hole in One Challenge for an announcement on Government funding. Photo: Dan Hutchinson
Taupō’s Hole in One Challenge was the backdrop for a $3.69 million Government funding announcement for tourism marketing last week.
By Dan Hutchinson
Tourism and Hospitality Minister Louise Upston, also MP for Taupō, says the second round of the Regional Tourism Boost funding targeted the typically quieter April to June period.
“We want visitors to experience more of what New Zealand has to offer. Whether it’s cycling the Great Lake Trails in Taupō, tasting pinot noir in Waipara Valley, enjoying speciality cheese in Ōamaru or admiring Southland’s fiords.”
The funding is split over five different initiatives, including $600,000 to encourage more Australian holidaymakers to experience New Zealand’s Great Rides, led by Destination Great Lake Taupō.
Upston says the five campaigns will support local businesses and encourage visitors to explore beyond the usual hotspots.
They will highlight “time-limited travel and accommodation deals, and regionally distinctive hospitality experiences”.
“We’re making it easier for international travellers to enjoy New Zealand during the quieter autumn and early winter months.”
Destination Great Lake Taupō general manager Patrick Dault says the $600,000 will support a digital marketing campaign targeting holiday makers in Australia running from April 1 to June 30.
DGLT will be the lead marketing agency for the project in partnership with other regional cycling destinations across New Zealand and New Zealand Cycle Trails (NZCT) which promotes the 23 cycle trails designated as New Zealand’s Great Rides.
“It starts with a trail and a bike, but adventures on New Zealand’s ‘great rides’ offer a multitude of pleasures that include nature, foodie experiences and boutique stays and the kind of relaxed nature-filled holidays that make great memories,” Dault says.
He says the “ambitious goal” is to position Taupō as a centre for riding.
“This was a great way to sort of remind people because we've got a great recreational cycle tourism proposition. Rotorua, as a complement, has great mountain biking, however, for a sightseeing visitor, then it becomes a great extension, right?
“So, you can ride the mountain bike park or ride the timber trail in Ruapehu, and then after that, come to Taupō, with 380km of trails.
“We've got a platform we've developed called Super Volcanics. So, it covers all 380km of trails. So, it allows us to really propose that to our visitors.”
He says DGLT supported several of the initiatives that have gained funding, including the initiative to support direct flights from Sydney and the Gold Coast to Hamilton.
Funding initiatives
· A $1.2 million national campaign will encourage visitors from the USA and Canada to discover all corners of New Zealand, coordinated by Tātaki Auckland Unlimited.
A $1 million campaign to attract Australians from the eastern seaboard to our alpine and coastal regions within the central South Island, led by ChristchurchNZ.
A $600,000 cycling initiative will encourage more Australian holidaymakers to experience New Zealand’s Great Rides, led by Destination Great Lake Taupō.
A $459,000 project will entice Australians from the Gold Coast to explore the lower South Island, delivered by Great South and seven associated Regional Tourism Organisations.
A $459,000 initiative will welcome Australians from Sydney and the Gold Coast to the heart of the North Island via direct flights to Hamilton Airport, led by Hamilton & Waikato Tourism.