Unlocking the Recreation and Tourism Potential of the Manukau Harbour. Carolyn Deuchar 30 April 2014

Transcription

1 Unlocking the Recreation and Tourism Potential of the Manukau Harbour Carolyn Deuchar 30 April 2014

2 Manukau Harbour Visitor Survey

3 ACTIVITIES/ATTRACTIONS VISITORS PARTICIPATED IN WHILE IN NEW ZEALAND (International holiday visitors only) Source:

4 REASON FOR VISIT INTERNATIONAL AUCKLAND Total 1,905,000 International Visitor Arrivals to Auckland YE September 2013 (up 4%) Source: International Visitor Arrivals, Ministry of Business, Innovation and Employment (YE September 2013)

5 WHAT DOMESTIC VISITORS DO WHILE IN AUCKLAND (Top 10 activities) Source: Domestic Travel Survey (YE September 2008)

6 Phase 1: Local Tourism Audit Inventory and Mapping: to identify recreation and tourism opportunities and attractions (sites) associated with the Manukau Harbour Web Audit: What s on the Web about the Manukau Harbour and the places that surround it? national, regional, local

7 Manukau Harbour

8 Manukau Harbour

9 Manukau Harbour Natural Areas

10 Manukau Harbour - Accommodation

11 Manukau Harbour Central

12 Manukau Harbour Central Visitor Attractions and Activities

13 Manukau Harbour Central Retail

14 Web Audit: What we looked for Visibility What information is available for visitors and locals?? How well is the area linked to from global, national, regional and local web portals? Local linkages How well does the web presence inter-connect across regions and places around the Manukau Harbour? Visitor experience What might I do when I visit? What would the experience be like? Why is this destination attractive for me? What are others saying about the experience of visiting this place? What might I spend my money on?

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17 New Zealand Tourism Operator Database

18 408 results Lots of activities, accommodation etc. listed. Now compare to a search on Manukau Harbour

19 37 results Leads to information on some individual places Activities hiking, walking, kayaking, golf club, Manukau heads lighthouse, Awhitu peninsula

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21 3/5 actually on Otara all recommending the Saturday Market in Otara.

22 Refers to Plan my Play which gives further information BUT: no direct link

23 Must do s in Auckland from newzealand.com

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25 Good information on some places in Manukau Harbour Central. Let s demonstrate through the discover button on the top of the page.

26 Some results when searching for Manukau Harbour. BUT: which picture is used for Ambury regional park?

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28 No mentioning of Manukau Harbour Focus on wineries, Butterfly Creek and Rainbow s end

29 Main visitor attraction, but no further information links to Otara Fleamarket s local website

30 Manukau Harbour is mentioned Linkages to more information is provided (e.g. Mangere Mountain, Ambury Regional Park) Highlighting archaeological and historical significance of the area Important link to Auckland Airport

31 Great coastal walk options in the Manukau Harbour Not findable via the search engine

32 At first glance, the Manukau Harbour does not feature as a place for recreation nor is it strongly linked to the visitor industry Fact: Manukau Harbour is the second largest natural harbour in New Zealand. While it s portrayed as a beautiful natural area it s obvious that it s one in need of restoration, NB: the comment making it safe to go back in the Manukau

33 On Wikipedia a little information for the visitor only

34 Flea market is mentioned, only no separate page is created for it Negative image is given by: low socio-economic status, gangs and raids.

35 Social Media

36 Good community page that emphasises Manukau Harbour as a sub-region shared by locals and visitors. Environmental issues of the harbour are discussed. Increasingly - posts are about activities and things to do, places to visit

37 Recent post (April), but big gaps between posts

38 Mostly about fishing Little to feature the rich culture and heritage of the Manukau or the people and places that surround it Walks, tracks, cycling, and other outdoor activities not featured well at all Other recreational activities are not so well featured especially those where a visitor could bring $$ into the local economy Compare Auckland Harbour

39 References go directly to the Manukau Heads Lighthouse positive reviews can be found about the beauty and stunning views over the harbour No attractions listed among refine results. To compare check the results for Auckland Harbour.

40 Search for Onehunga on Flickr Industrial, urban, harbour

41 Local Level

42 Extensive section on things to do, including links Newsletter, last update April 2014 Great links within the website and to local and regional websites (e.g. Auckland Council)

43 Great links to the Onehunga Business Association website

44 Top 5 outings are at the Manukau Harbour. Ratings are overall very positive. But no links to regional or national level. Site was found by accident through a link in an article about Whatipu on Newzealand.com hidden at the bottom.

45 For locals and visitors: walks and bike rides along the shore Good, informative website, Facebook and Twitter linkages Onehunga heritage and historical information

46 Overall Conclusion Lack of a common identity with the Manukau Harbour or of the Manukau Harbour as a place associated with the visitor industry, and recreation National-regional and local linkages can be improved (Mangere Bridge might be an exception). Little to reflect the important links to culture and heritage or to the land and the sea and the social values that come from identifying with the Harbour What can I spend my money on: Difficult to tell Local gems are not very visible on the internet. Business AND local community involvement is needed, interaction amongst individuals, groups, and communities around the whole Manukau Harbour.

47 Action Points List your business on newzealand.com Create articles on newzealand.com Review your own website from a visitor s perspective Information is the lifeblood of the visitor industry create linkages (resource links) with others in your area More information on things to do associated with culture and heritage, shopping, activities etc. are needed. Link information on natural areas with places to spend money Look for ways to slow the visitor down, increase yield per visitor, and create a better sense of place online for visitors and community. Locals matter.