Mixed '96 bag likely for Ruapehu tourism

Ruapehu Bulletin, Volume 13, Issue 622, 6 February 1996, Page 3

Mixed '96 bag likely for Ruapehu tourism

The outlook for Ruapehu tourism for 1996 is very much going to be a mixed bag, council market ing manager Bruce Rollinson said last week. He said the regional spread of visitors once they arri ve in New Zealand also makes predicting growth rates in the regions very challenging. Earlier this month Mr Rollinson attended a Regional Tourism Organisation representatives' meeting were they were updated by the New Zealand Tourism Board's intemational managers on the outlook for 1996 and expected growth rates in New Zealand' s intemational markets. Regional profile "It will come down to regional profile and differentiation of experiences, new or unique quality experiences is what our markets are looking for," said Mr Rollinson. "The depressed economies in traditional markets such as Australia, North America and Germany are also adversely affecting visitor numbers to New Zealand from these markets after several years of excellent growth." Asia and particularly north Asia is providing unparalleled visitor growth to New Zealand, he said. "However, secondary destinations such as Ruapehu will need to meet the challenge of providing for the specific needs of these markets should we wish to seek visitor growth from them," said Mr Rollinson. "Our current intemational strategy is to continue marketing in our traditional markets as the Ruapehu District is perceived as a relatively new and exciting regional destination. Although New Zealand as a whole may not be achieving growth from these markets, our research over 1 the last two years shows these markets are providing the best economic retum to the district." He said the council is also well aware that 80 per cent of visitors to Ruapehu are domestic visitors and they will continue to allocate the majority of the marketing unit's S resources to domestic promotions.