Summer trade key to future Ruapehu investment

Ruapehu Bulletin, Volume 12, Issue 564, 29 November 1994, Page 14 (Supplement)

Summer trade key to future Ruapehu investment

The summer is where its at for future growth in Ruapehu, says the district's marketing manager Bruce Rollinson. The Ruapehu District Council is now in its third year of marketing programmes aimed at increasing the tourism potential throughout the Ruapehu District, with one of its major activities being to market the district as an alternative summer destination. This is being achieved in partnership with the industry in a joint venture campaign, Summer Ruapehu - "Summer holidays with a difference". Mr Rollinson said the initiative came from the industry who saw the opportunity to increase the utilisation of tourism infrastructure during the summer when other regions experienced their major influx of visitors. He said further investment within the district's visitor industry will be limited to a six month return unless summer trade is significantly increased. Opportunities He went on to say that many opportunities exist for the industry and that the council' s role has been to provide direction and a means of targeting potential visitors to the district. The summer marketing campaign mainly targets domestic visitors, currently 80 per cent of the total visitor market for this region. However, those international visitors travelling with no set itineraries are also being targeted. It is also this type of traveller wishing to experience the adventure activities on offer in the Ruapehu District said Mr Rollinson. 'The international visitor component will become increasingly important for the Ruapehu District as this is where the growth is occurring, and there is also an increasing desire to explore more of New Zealand' s secondary destinations, especially from repeat visitors." Icons This District's major tourism icons, theTongariro and Whanganui National Parks and their associated adventure activities are the main feature of the summer campaign. "The entire District stands to benefit from increased summer visitor trade which will result in greater economic activity throughout our communitie." Operators participating in the campaign are located throughout the District including Taumarunui, Whakahoro, National Park, Whakapapa Village, Raetihi, Ohakune and Waiouru.