Unlocking the Recreation and Tourism Potential of the Manukau Harbour. 27 March 2014

Transcription

1 Unlocking the Recreation and Tourism Potential of the Manukau Harbour 27 March 2014

2 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

3 Manukau Harbour

4 MOST POPULAR PLACES STAYED OVERNIGHT IN NEW ZEALAND (International holiday visitors only) Source:

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

6 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)

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

8 WHO SPEND THE MOST IN AUCKLAND? (TOTAL SPEND - INTERNATIONAL AND DOMESTIC VISITORS TO AUCKLAND) $462m $457m $453m $706m $388m Source: International Visitor Arrivals, Ministry of Business, Innovation and Employment (YE March 2013)

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10 Manukau Harbour

11 Manukau Harbour Natural Areas

12 Manukau Harbour - Accommodation

13 Manukau Harbour South Visitor Attractions and Activities

14 Manukau Harbour South Retail

15 Manukau Harbour South Heritage and Culture

16 Manukau Harbour Marae

17 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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20 408 results Lots of activities, accommodation etc. listed. Now compare to a search on Manukau Harbour

21 37 results Leads to information on some individual places Activities hiking, walking, kayaking, golf club, Manukau heads lighthouse, Awhitu peninsula

22 Three out of five accommodations are in Waiuku StressFree adventures are listed several times Front main picture is missing

23 One article out of 5 is related to Papakura No mentioning of Manukau Harbour Front main picture is missing

24 Articles are not related to the area Limited information available

25 2 accommodations are linked to Karaka Six out of seven activities & tours are related No mention of Manukau Harbour Front main picture is missing

26 References to Glenbrook Vintage Railway in articles

27 All results are linked to the region

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

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

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31 Attractive description and pictures, but Manukau Harbour not mentioned. Reference to harbour views, but not the actual name. Good linkages, leading all the way to the Auckland Council Website

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33 Attractive descriptions Good linkages to more information and local websites BUT: Manukau Harbour is not mentioned.

34 Search for Waiuku gives limited information on things to do around Manukau Harbour. Beach is not near the harbour, and the train excursion is actually in Auckland CBD. Train excursion description does lead to the Glenbrook Vintage Railway website. Waiuku Lodge Motel, doesn t mention Manukau Harbour as an area of interest to visit.

35 Search for Glenbrook

36 Manukau Harbour mentioned Offers an appealing image of the area Linkages to more visitor information(e.g. the market, motor sports or Hunua ranges) would enhance this further

37 Manukau Harbour is not mentioned Linkages to more information is provided (e.g. Hunua, Theater, Gallery) Content is factual -

38 Manukau Harbour is not mentioned Linkages to more information is provided (e.g. Botanical Gardens) Creates idea of an industrial area with a close-knit community

39 On the website it is easy to find where there are boat ramps in the boating and marine section. Would be useful to have Boat ramps listed under Manukau Harbour. Manukau Harbour is listed under Franklin, while Waitakere section lists boat ramps at Manukau Harbour as well (creates confusion) It would be good to see ideas for e.g. recreation opportunities on the water - with specific links to the business sites.

40 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

41 Top search results are all of relevance for potential visitors. Nice images of the peninsula.

42 Two good websites for visitors about Waiuku.

43 On Wikipedia a little information for the visitor only

44 Pahurehure Inlet mentioned, but not Manukau Harbour as a shared geographical area. Military and sport related and not so much visitor focused.

45 No reference to the Manukau Harbour is given Great internal links. Good history of the name Manurewa but very short page with little information.

46 Social Media

47 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

48 Last post in January 2013 Last update in September 2012

49 Looking for Waiuku on Facebook

50 This is Charlie, the Waiuku Horse, having his adventures..

51 Nice active and up-todate Facebook page with lots of pictures

52 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

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54 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.

55 Local level

56 Nice and colourful buttons with items visitors are looking for.

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58 Interactive map, but when clicking on an area, it gives an error. Interactive map, but when clicking on an area, it gives an error.

59 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.

60 Locally managed site based on personal experiences. Great example of community involvement in stimulating small scale recreation. Linkages are needed, at the moment only links to the weather forecast, tides and beach safety tips are given.

61 Clear listing Direct links are only sometimes given

62 Waiuku Wai-manu Kayak Trail Nice kayak trail hopping bays and beaches in Manukau Harbour South Showing information on what to do and see along the way

63 Museum run by volunteers

64 Good website showing art trail in Franklin. By clicking on the points you get more information about the galleries.

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66 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. 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 hardly visible on the internet, while these could be interesting for the potential visitors and encourage them to stay a bit longer in the area. Local community involvement is needed, interaction amongst individuals, groups, and communities around the whole Manukau Harbour. This web-audit is an in-depth search, it is not likely that a visitor would repeat these efforts and find the same information.

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68 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 strengthen the web presence and 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.

69 Manukau Harbour Visitor Survey