Close
 

The tourist trap: How provincial retailers can encourage travellers to their towns

  • News
  • May 17, 2016
  • Elly Strang
The tourist trap: How provincial retailers can encourage travellers to their towns

For provincial towns experiencing hardships, domestic and international tourism may be an untapped opportunity for smaller towns to bring in some business.

While the dairy industry has waned in the last year, tourism has been hailed by economists as a “bright spot” in the economy.

Tourism unofficially overtook dairy as the number one export earner in New Zealand in 2015, raking in $30 billion a year.

Roberts says retail sales play a big part in this figure, with retail spending making up over 40 percent of the $18 billion domestic tourist spend and almost 30 percent of the $12 billion international visitor spend.

As part of its plan to reach a revenue of $41 billion in 2025, the TIA is looking at ways to encourage more “regional dispersal” for travellers.

Tourism New Zealand is going for a similar approach. It recently put all of its $80 million marketing budget into promoting autumn and spring to be just as enjoyable to travel in as summer is. 

Roberts says the TIA wants to encourage both domestic and international visitors off the beaten track onto lesser known tourism routes, such as provincial towns, because it will help the country cater for more visitors.

“We will have problems going forward if we have visitors go to just a handful of locations and coming at the same time of year.”

He says towns looking to attract more tourists need to be very clear about their proposition to visitors.

“That may be their natural attractions, it may be their man-made attractions, it may be (and frequently is) an event that is on at a particular time – events are a very big driver of domestic tourism. It can be the retail offering.

"That’s an area that’s underrepresented in New Zealand – the opportunity for people to travel for a retail experience. It's certainly possible, as we see this in some of the larger towns like Palmerston North - people will travel to it from the surrounding areas because of the retail opportunities that they don’t have in their own location. That actually classifies as tourism spending."

He recommends that businesses should talk to their local regional tourism organisations to understand who they should promote the region to, as well as what feedback there’s been about services missing in the local market.

"They also need to understand their customers who are from out of town. Are their opening hours and products servicing their needs? It's quite easy to fall into the trap of thinking about customers as only locals," he says.

“It comes down to simple things like visitors saying they couldn’t get a local restaurant serving meals past eight o’clock.”

Apart from places like Kaikoura, Roberts says a lot of the time smaller centres have more domestic visitors than international visitors.

It's worth keeping in mind that domestic visitors also account for a greater tourism spend ($18 billion).

"Considerably more is actually spent in New Zealand by New Zealand tourists, and sometimes that's forgotten."

If tourism is going to grow in a town, areas like infrastructure need to be addressed to accommodate more people, he says.

This includes roads in and out of the town, waste systems and public toilets.

"Tourists bring benefits because they come to your town and spend money, but there is infrastructure that needs to be provided as well and it can be a very difficult conversation, especially in places with small ratepayers bases, as to who is going to fund that infrastructure."



He says a national conversation has begun about what assistance and funding can be provided to places that have a small number of local residents, but high visitor rates.

A $12 million regional tourism infrastructure fund for small towns struggling with record tourist numbers was recently announced by Prime Minister John Key. 

Most in the tourism sector, including Roberts, have said this is a good start, but more funding is needed. 

Key says the Government's tourism funding boost is a starting point and will be reviewed later on.

Overall, Roberts says visitors should be on the minds of retailers, as they make up a big part of their customer base.

“Every retailer should at least be aware that their customers can just as easily be from out of town as they are from down the road.”
 

  • This was part of a feature on provincial retailing published in issue 743 of NZRetail Magazine. 
​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

InStyle names All Is For All’s Grace Stratton a ‘Badass Woman’

  • News
  • July 18, 2019
  • The Register team
InStyle names All Is For All’s Grace Stratton a ‘Badass Woman’

Grace Stratton, the 20-year-old founder of specialty ecommerce site All Is For All, has been named one of 50 global Badass Women by US glossy magazine InStyle. The list includes international celebrities like Mindy Kaling and businesspeople like Stitch Fix chief executive Katrina Lake.

Read more
 
 

Wellbeing in the workplace: Here's how its affecting your staff, and your bottom line

  • Opinion
  • July 18, 2019
  • Elly Strang
Wellbeing in the workplace: Here's how its affecting your staff, and your bottom line

Idealog editor Elly Strang recently spoke at the Magazine Publishers Association conference about the importance of wellbeing in the workplace, and the key takeaways from Wellness Month. She shares why it shouldn't be thought of as a luxury nice-to-have, like yoga classes, as research is showing it impacts on your bottom line, as well as some tips on how to create change in the workplace.

Read more
 
 

How HomeAR is incorporating AR into architecture design

  • technology
  • July 18, 2019
  • Courtney Devereux
How HomeAR is incorporating AR into architecture design

Many people struggle to envision plans from simple 2D renders and floor plans, as without a designer's eye, filling in blanks from imagination isn’t the most reliable method when it comes to something as important as building a brand-new home or store. Reactar has launched an augmented reality-based platform, HomeAR, to counteract this, which allows users to see and engage with homes in a virtual way, making the very personal process more reliable.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Simon West is the new chief executive of Torpedo7

  • Who's Where
  • July 18, 2019
Simon West is the new chief executive of Torpedo7

Simon West, who has 20 years' experience leading companies like Ezibuy, has been appointed the chief executive of The Warehouse Group's outdoor retailer Torpedo7.

Read more
 
 

Bay of Plenty D2C Saltysea opens its first store

  • Design
  • July 17, 2019
  • Sarah Dunn
Bay of Plenty D2C Saltysea opens its first store

Stephanie Saxton has been selling cheeky swimsuits and ethical activewear online out of Bay of Plenty's Athenree since 2018. She's now opened Saltysea's first bricks and mortar store, the Salty Collective.

Read more
 

What the investment community thinks Kiwi businesses lead on the world stage with

  • News
  • July 16, 2019
  • Idealog
What the investment community thinks Kiwi businesses lead on the world stage with

Every business goes through a life cycle: start-up, growth, maturity and renewal, rebirth or decline. Once you’ve made it past the juicy, creative ideation stage and into the growth and maturity stage, the time for many comes to seek investment. But what do investors look for beyond a commercial return? And what do investors think New Zealand companies excel at when compared to our neighbouring countries around the world? Executive director of the Angel Association of New Zealand Suse Reynolds shares her top tips for those who are looking for investment.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}