Great Taste Trail generates more than $34m a year
A scenic cycling path popular with locals is having an economic impact on the region worth tens of millions every year, a recent report says.
One of the Great Rides of New Zealand, the Great Taste Trail was a 200km-long, mainly off-road route that looped inland from the Tasman Bay coastline.
Nelson Tasman Cycle Trails Trust commissioned a report focusing on the trail’s economic contribution, as well as the cultural, social and environmental wellbeing impact it had on the region.
Published this month, the report estimated that direct spend by those visiting Nelson Tasman specifically to bike the trail was more than $34 million for the year ended June 2023.
The findings of the report came as no surprise to trust chairperson Gillian Wratt, who said cycling in the top of the south was “booming”.
“Our region’s breathtaking landscapes are a paradise for local cyclists and a magnet for tourists,” Wratt said.
People were drawn to the Nelson area for the variety of biking it offered, and cycling tourists stayed, on average, 6.4 nights in the region when they came, Wratt said.
“They might start with the Great Taste Trail, but they may then go and try other trails, enjoy our stunning natural landscape, finish each ride with craft beer, coffee and dinner and enjoy our varied accommodation offerings.”
The total number of individual trail trips recorded in 2023 was 419,217, including more than 90,000 pedestrians, and a user survey showed that 89% of trail users were locals. “We always knew the number of local trail users was high and the intercept survey carried out at the end of last year showed not just how many locals were out enjoying [the] trail, but how many people are repeat users – some people use it every day,” Wratt said.
Of the local users recorded in the survey, 17% said they had used the trail more than 200 times during the last year, with many using the route for their daily commute.
“The frequency of trail usage among locals underscores its integral role in the community,” Wratt said.
All those surveyed also expressed very high satisfaction with their trail experience, pointing to the trail’s extensive network connections, convenience and proximity to urban areas.
“The GTT (Great Taste Trail) is not just a recreational asset but also a catalyst for community wellbeing and connectivity,” Wratt said.
“The GTT is an especially valuable resource for our older citizens with more than three-quarters of local GTT users aged over 50 years. This is an important finding for our region where 22.5% of our residents are aged 65 plus.”
Wratt said the success of the trail was a testament to Nelson Tasman’s dedication to promoting well-being through outdoor activities, supporting local businesses and getting the best out of natural assets
And with “tremendous support from the community,” the Trust had received volunteer input worth more than $700,000 over the last 12 years, Wratt said.
“While this dollar amount is a fraction of that contributed by central and local government it is a clear demonstration of the value that the community places on the GTT.”