At TIA’s recent update held in Queenstown the message is that after a period of strong international visitor growth starting in 2013 (in the region of 8% pa), international arrivals to New Zealand have flattened and are expected to be at 2% or even lower this calendar year. With slower growth combining with new accommodation coming on stream, it is likely there will be a flow on effect to our region that we should have strategies in place to manage.
Now is the best possible time to regroup and look forward as to what we all can do to make sure Central Otago retains its place as a valued visitor destination.
Historically this slow-down is not unusual – there has always been ebbs and flows in visitor growth, but the trend over time is one of continued growth. What is clear: if you are not prepared and not meeting the needs of the visitor, this could be a more difficult time for your business.
Be sure to have your marketing, distribution networks and product development well planned and actioned. Use data to help you understand where the opportunities lie – MBIE and Tourism New Zealand both provide good information.
Make sure your digital / online presence is the best it can be – and that your offering is easy to find and book. If this is not your skill set, then we encourage you to find a provider to do this for you.
Claim your Google business profile – use their might to extend your reach and keep customers engaged!
Present your product offering using the best images and video possible – we encourage you to have professional quality imagery. Great images will do the selling for you!