Keeping in trim on a Kiwi trip

By JO-MARIE BROWN

Growing numbers of tourists are choosing to explore provincial New Zealand instead of the cities and are opting for downhome experiences such as going for walks, shearing sheep and even mowing lawns.

The results of a Tourism New Zealand study of 3000 past and potential visitors were presented at an industry conference in Rotorua yesterday, outlining trends, and showing what tourists want to do during their stay.

Tourism New Zealand's product development manager Vaughan Schwass said more people - dubbed "free independent travellers" - were planning their own itineraries rather than joining tour groups.

Those people also favoured "go slow and savour" holidays during which they visited fewer regions but spent more time touring around them, Mr Schwass said.

Popular attractions such as mountain ranges or geothermal areas may initially draw tourists to New Zealand, but many then wanted authentic interactive experiences that focused on environment and lifestyle.

One Christchurch B&B owner had said visitors often wanted to mow her lawn as they didn't get the opportunity to do so at home, the conference was told.

"The idea that people want to do things that we might consider day-to-day monotonous chores is just one of the things that we're starting to see emerge," Mr Schwass said.

The chairman of tour operator Pan Pacific Travel, Mark Sainsbury, said the trend had developed over the past five years since farm stays became popular.

"There's a simplicity and a charm about our lifestyle here that's hugely appealing to overseas people.

"They remember when their small towns were charming - but now those small towns are becoming big cities and it's all disappearing.

"The mowing of the lawn and other things are eccentricities that appeal tremendously."

Mr Sainsbury agreed many tourists were now avoiding "the main trunk line" and visiting places such as Hawkes Bay, Nelson and New Plymouth.

Tourism operators were told regions needed to focus on giving tour operators and travel wholesalers as much information as possible about activities in their area so they could be promoted overseas. "Free independent travellers tend to be more sophisticated ... they want to know about museums, good restaurants and what the wine's like, so it's quite a big detail requirement," Mr Sainsbury said.

The study, carried out over the past six months, also showed that more than 90 per cent of tourists rated their visit to New Zealand as being superb or very good.

But among the areas cited as needing improvement were the management of visitor numbers, the amount of pre-trip information provided, facility maintenance, customer service and the level of authentic contact with Maori culture and traditions.

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