Project Auckland: Tourism key to visitor economy

Auckland Airport's $2.4 billion "airport of the future" includes the domestic and international terminals on one site.

Auckland is growing its reputation as a travellers' mecca, writes Alexander Speirs.

Auckland is already on the map as a "destination" not simply a "gateway" for New Zealand tourists.

It seems that proposals to develop Auckland's visitor economy are on track which is a factor which has increased optimism at the city's economic development agency Ateed and also at the Committee for Auckland.

The region's status as an attractive destination for tourists - particularly for the rapidly increasing numbers of Chinese travellers - has been helped by the announced expansion into New Zealand by China's big three state-owned airlines.

The surge in flights this will create is projected to push annual spending by Chinese visitors past the billion-dollar mark, with the number of Chinese visiting New Zealand expected to double to over half a million within a decade.

Such compelling metrics are also part of why Auckland International Airport is looking at a proposal to create an "aeropolis" at the airport in its 30- year vision.

Auckland Airport's $2.4 billion "airport of the future" includes a sweeping crescent-shaped domestic and international terminal on one site. Its 30-year vision entails an integrated terminal, two runway systems, and a modal transport system which can deliver an efficient airport for airlines and better experience for travellers.

Under this vision Chinese "premium" visitors travelling in new 787s, will enter New Zealand through the "aeropolis", staying in the 5-star hotels and enjoying a superlative experience - all part of the future face of New Zealand tourism.

Growing the visitor economy has been a key pillar of Mayor Len Brown's plan to make Auckland the "world's most liveable city".

As part of that, Ateed released a 10-year plan to grow the value of the visitor economy to $7.2 billion annually by 2021.

Ateed chief executive Brett O'Riley says, "Four years into the visitor plan we are seeing very significant growth in our visitor economy and we're on target from an Auckland perspective.

"What the visitor economy does is give us the opportunity to showcase the city and the country to people which will hopefully leave them with an experience that is going to create a long-term relationship between them and New Zealand.

"What's important about what we're seeing with the demand today is that it's sending the right signals to the private sector to invest in the visitor economy."

Committee for Auckland chief executive Heather Shotter adds tourism is climbing the ladder of success. "I think that we've now moved forward from the stage where we were purely seen as a gateway to the rest of New Zealand as we've taken a more confident attitude towards our offerings."

"The visitor economy underpins the amenity of the city," says O'Riley. "It isn't just about the direct benefits derived but the amenity created for Auckland and momentum generated across different sectors."

O'Riley said that since the inception of the Auckland Visitor Plan, "we've discovered a lot more about the dynamics of the visitor economy and where particular growth opportunities exist".

While China is a major growth market, Australia remains the largest source of visitors to Auckland and New Zealand generally. The Australian outbound market grew at an average of 9 per cent in 2014 and New Zealand is getting between 3 and 4 per cent of that.

A strategic partnership between Ateed and Flight Centre Australia has reeled in more than 15,000 Australian visitors and pumped $12.9 million into the Auckland economy.

- Additional reporting: Greg Hall