Wellingtonians target for Hawke’s ‘Baycation’
In lieu of overseas tourists, Hawke’s Bay tourism bosses are hoping visitors from the capital will fill the gap.
Like many tourist hotspots, the region is grappling with how to keep tourism afloat when international travel is likely to remain limited for months, if not years, in the wake of the coronavirus pandemic.
About a quarter of the region’s tourism spending comes from international tourists. Kiwis from Auckland, Wellington and Manawatu¯ make up a big chunk of the rest.
Hawke’s Bay Tourism (HBT) has made a tactical decision to focus on attracting visitors from the southern parts of the North Island once domestic resumes rather than Auckland.
The organisation presented its strategy at a meeting of the Hawke’s Bay Regional Council yesterday.
HBT chairman George Hickton said tourism was one of biggest economic losers in the post-Covid-19 world.
Hickton said Auckland would be a major focus for many tourism operators, including Taupo¯ , Rotorua, Hamilton, Tauranga and Northland, as they had more than a million people to target.
‘‘We’re not going to go that way, we’re going actually going to go south, we’re going to Wellington.
‘‘Effectively, we’re probably the best option Wellingtonians have got in terms of travelling north, as travelling to the South Island will not be easy.’’
Hickton said Wellington had always been part of a wider tourism plan, adding that the capital was ‘‘uniquely positioned’’ to see Hawke’s Bay as a number on holiday option.
HBT general manager Hamish Saxton described it as a Hawke’s ‘‘Baycation’’ where Wellingtonians could select from a series of packages, depending on their interests.
‘‘We are in the business of bringing people to Hawke’s Bay and showing them a truly wonderful time in this incredible region but operating under level four and the current level three means we can’t do that,’’ Saxton told Stuff.
‘‘We cannot hold our world-class events. We cannot enjoy long lunches in the sunshine, tours that showcase Napier’s art deco architecture or travelling across Cape Kidnappers to the gannets. Our hotels are closed, and our motels are open but empty.’’
Saxton said they would work with local operators and business partners to develop the packages, from outdoor leisure, food and wine, rural and art deco.
Marketing adviser Kim Thorp said Hawke’s Bay would use the campaign to target Wellington personally, opening the ‘‘southern borders’’ so people could travel north and indulge in new activity.
‘‘Basically, we’re appealing to Wellington saying that Hawke’s Bay has a winter holiday you thought you couldn’t have,’’ Thorp said.
HBT was hoping to roll out the campaign once all domestic coronavirus restrictions were lifted.