Ruapehu's tourism leaders are confident they are well placed as a domestic tourist destination. Photo / File
Ruapehu's tourism leaders are confident they are well placed as a domestic tourist destination. Photo / File
Ruapehu's tourism agency is confident it fits the bill after new research shows Kiwis are seeking more authentic, unique and affordable experiences.
Commissioned by Tourism New Zealand and released last week, the research was a shift from the traditional focus of the organisation which is tasked with marketing New Zealandas an attractive international tourist destination.
Instead, the group attempted to find out what Kiwis crave when exploring their own backyard domestically, in an attempt to sustain the tourism sector as New Zealand's borders remain closed due to the Covid-19 pandemic.
The research found that while Kiwis are out supporting local tourist operators, there is a desire for more unique and authentic experiences, including cultural activities.
"Taking the boutique 'experience'-focused approach and adapting it to mainstream activities is a way that we can start to build authenticity into every area of the visitor journey. A shift away from 'bums on seats'," the report said.
"Deepening our connection with Māori culture can add value to our tourism story. But needs to be done properly."
The research also found that Kiwis feel the tourism sector has for too long focused on the dollar rather than the quality of the experience.
"There was a boom that made for easy money, where many were not thinking deeply about the quality of the experience or their impact but were focused more on maximising profits.
"These are the parts of a pre-Covid-19 industry that many would rather see left behind."
For Visit Ruapehu's general manager, Jo Kennedy, the findings were promising and showed Ruapehu was in a stronger position than most when it came to meeting New Zealanders' travel desires.
When it came to the research on affordability, Kennedy said that with an abundance of natural and free attractions, Ruapehu is well-placed to attract Kiwis wanting a holiday without the steep price tag.
"A lot of our features are actually free to access. If you want to go for a walk around a national park, that's not expensive.
"For attractions that do cost, there are many examples where they're affordable. The Sky Waka is an example. You can get up the gondola for $39 and for another $20 you can get a meal up there too."
Kennedy said the group had spent a significant amount of time researching how to make Ruapehu attractive to a domestic market which has shown achievable results.
"Research we've done earlier this year shows that if we actually tell people what we've got in Ruapehu, it doubles their likelihood of coming here.
The Sky Waka gondola at Whakapapa is also open during the summer for a scenic view of the volcano. Photo / File
Kennedy said over a given year pre-Covid, Ruapehu's tourism sector was already around 70-75 per cent domestic, meaning the region was already geared towards domestic tourists.
"There's plenty on offer - it really depends on what you want. For example, for a couple of hundred bucks, you're getting a full-day guided tour down the river with lunch and local Māori immersing you in the culture.
"If they want to stay in a holiday home, go to the supermarket and explore our tracks, that's doable. But it's also doable to stay in luxury lodges and do fully catered Whanganui River journeys."
While remaining confident the sector was in a relatively good place already, Kennedy said the research would benefit local operators.
"We've got lots of mum and dad operators who are taking advice, so this research will be very valuable for them.
"It just points out a couple of key facts worth considering for a predominantly domestic market we'll have for the next little while."
Tourism Minister Stuart Nash said it's important tourism operators respond to the new findings. Photo / File
Tourism Minister Stuart Nash said the research paints a picture of where New Zealand must shift in an effort to continue to encourage domestic tourism.
"Domestic tourists have different expectations from international travellers, although there is much common ground. Like international tourists, domestic travellers are attracted by our special qualities, like landscapes and friendly people, and our safe reputation," Nash said.
"However, domestic tourists are put off by activities that are too expensive, and the experience is spoiled if it feels too 'touristy'. Kiwis are more inclined to seek out local history and culture, hidden gems that are not well known, and personal connections."
