Waikato regional economic profile - Waikato Regional Council

is not considered by this profile to be of primary importance in the Waikato region. It is,however, a priority sector for most territorial authorities so is described in more detail.There is no specific industry sector called tourism. According to the Statistics NewZealand tourism satellite account 113 , 22 per cent of visitor spending is onaccommodation and food services. Air transport makes up 21 per cent and othertransport and retail sales the remainder. Only a small fraction of air transport spendingwould provide income for Waikato, and it is problematic to separate visitor retailspending from resident retail spending. The accommodation and food services sector(ANZSIC code “H”) therefore is the sector that is used to indicate the relativeimportance of tourism in the region.Four Regional Tourism Organisations promote the Waikato region’s offering currently: Destination Coromandel (funded by Hauraki and Thames-Coromandel districtcouncils). Hamilton & Waikato Tourism (funded by Waikato, Waipa, Matamata-Piako,Ōtorohanga, South Waikato and Waitomo district councils and Hamilton CityCouncil) Destination Great Lake Taupō (also manages the iSITEs in Taupō andTurangi); and Destination Rotorua Marketing (business unit of Rotorua District Council).The Regional Tourism Organisations promote the Waikato region’s tourism offering,such as the beaches, rainforests and goldmining heritage of Coromandel; Lake Taupōand other natural attractions and outdoor activities; the geothermal and culturalattractions and outdoor activities of Rotorua; Waitomo Caves, Hobbiton and businessevents in Hamilton city and the surrounding districts.Business events in the region include the annual Fieldays, described as the definitiveagri-business exhibition, with over 128,000 visitors over four days in 2012 114 and Flair,a new aviation expo event. These events align well with regional economic strengthsand opportunities. International business delegates spend more when visiting NewZealand than the average visitor and tend to stay longer than the average tourist aswell. 115International business events include meetings, incentives, conventions andexhibitions. This industry is very competitive internationally and a host’s attractivenessas a business event destination is closely correlated to its attractiveness as a tourismdestination generally. Entry barriers are also high with the cost of an appropriate venuein close proximity to related facilities such as accommodation, restaurants and bars.The role of the convention and visitor bureau is crucial.The Government proposes to take a more active approach with regards to themarketing, promotion, bidding and prospecting for business events so that its outcomesunder its Business Growth Agenda are supported. The New Zealand InternationalConvention Centre and national convention centre network is also supported. 116In the year ended March 2012 there were 1,080,000 visitor nights spent in the HamiltonWaikato tourism area, 970,000 in Taupō and 710,000 in Coromandel 117 . The amount ofvisitor spending in each area is not known precisely, but is expected to be correlatedwith the number of visitor nights.113Data sourced from the Statistics New Zealand (2011) Tourism Satellite Account.114New Zealand National Fieldays Society Inc (2012) The largest agricultural event in the Southern Hemisphere.115Ministry of Economic Development (2011f, p. 5).116Ministry of Economic Development (2011f, p. 2).117Data sourced from the Ministry of Economic Development Commercial Accommodation Monitor.Page 42 Doc #: 2069885