Cash injection needed for tourism

MISSING OUT: Annie Dundas says Hawke's Bay Tourism did not fare well on the contribution list from councils or ratepayers compared with other regions.

WHEN it comes to the potential of the tourism market across the region Hawke's Bay Tourism general manager Annie Dundas makes no bones about how she sees it, and echoes the catch-cry the organisation has sparked up - "Let's grab our share."

But to grab that share of a growing market is a case of having to spend money to make money, and Hawke's Bay Tourism has asked for more funds from the Hawke's Bay Regional Council, which is carrying out consultations on its long-term strategic plan. The funding request asks for double what the organisation gets now. That would bring it into line, or beyond, what most other major tourism regions receive.

At present the figure is $850,000. Hawke's Bay Tourism is seeking an additional $900,000. The doubling of the funding echoes what Hawke's Bay Tourism Board chairman George Hickton said would be a doubling in the amount of tourism revenue the region would be pulling in over the next 10 years.

Domestic and international visitors spent $550million in the Bay in the year ending March 2014, and that figure had the potential to be doubled by 2025.

"Targeted national growth rates are set at 5 per cent compound growth for the next decade and we want to ensure we capture this growth potential for our region," Mr Hickton said.

The money would not be directed toward building infrastructure, consent processes or increasing staff at Hawke's Bay Tourism. It would be used for marketing initiatives and campaigns outside the region, as that was the area that needed "significant" increases in activity, he said.

Ms Dundas said Hawke's Bay Tourism did not fare well on the contribution list from councils or ratepayers when compared with other regions.

Taupo picked up $1,750,000 - about double what went into driving the tourism industry here.

And while Bay of Plenty and Nelson received more in their coffers, they fell behind what tourism raised in the Bay.

Ms Dundas said there was a strong national plan at work in attracting people to New Zealand.

"People are coming here and that will grow so we have to make sure Hawke's Bay does not get left off that list - we can't miss out on this."

She said it was critical to "get the word out" but felt that under the constraints of funding that was not able to be carried out at the level Hawke's Bay Tourism would like.

"We need to stand out and we need to tell people about what we have but we are not doing that to our potential."

It was all about national campaigns - campaigns based around the four seasonal quarters of the year.

There had been no change in funding for tourism since 2011, Ms Dundas said, yet there had been clear growth in the amount of revenue the industry created for the region.

Regions such as Auckland and Queenstown were able to grab great shares of the visitor market because they had the money to set publicity campaigns in place, she said.

There was no doubt how crucial tourism was to the Bay.

Ms Dundas said in Napier alone the cafes and restaurants collectively turned over about $39million in the last year.

"And that's from visitors alone."

Across the region there were about 5000 people working specifically in the tourism industry.

Creating an increasingly vibrant economy driven by tourism, which appealed to young people, would also benefit in keeping them in the region.

Hawke's Bay Tourism had not been going it alone in seeking more financial support and she said the industry across the board was behind them.

"And we have worked in with all the councils and we've all agreed to this submission. So it is a strong voice."

The organisation also worked in closely with groups such as Hawke's Bay Winegrowers, Food Hawke's Bay and various business organisations, including the Hawke's Bay Chamber of Commerce.

Mr Hickton said the future, in terms of tourism, was positive and there to be embraced, adding that the funding gap like the one between the Bay and Taupo needed to be sorted.

"Clearly, if we want to capture our share of the future growth our message needs to be heard by potential domestic and international visitors, and currently we don't have the funds to compete."