Rivers of opportunity
The wider Manawatu¯ has much at stake, and plenty to gain, from an expected surge in domestic tourism.
With international borders closed and a tourism industry bleeding from the coronavirus crisis, Kiwis are being urged to explore their own backyard.
The Government has signalled a national campaign to encourage domestic travel. Cut-price campervan holidays were hugely popular over Queen’s Birthday Weekend, while the tourism agency for northern neighbour, Hawke’s Bay, made a heavy play on social media for New Zealanders to take a ‘‘Baycation’’.
While it may not have a reputation as a touristmecca, the wider Manawatu¯ has half a billion reasons to mount its own challenge.
Central Economic Development Agency spokeswoman Janet Reynolds said visitor spending had been performing well, worth $488,000 a year to the Palmerston North and Manawatu¯ economy – $435m and $53m respectively – before the coronavirus pandemic struck.
It has since plummeted about 40 per cent on average compared to the same stage last year.
Reynolds said the agency had launched a series of workshops to support tourism operators, and there would be a targeted media campaign to lure domestic tourists. It was also involved in Tourism New Zealand’s national ‘‘Do something new, New Zealand’’ promotion.
‘‘There is a lot of noise out there right now in the domestic travel market with campaigns launching daily across New Zealand, so we need to be sure we’re working strategically and targeting the right visitor market’’.
The Choose Manawatu¯ ‘‘buy local’’ scheme was last week expanded to encourage people within a two-hour drive, to get out and see the region. There was a particular focus on people from Wellington, who had been the biggest spending visitors.
The agency has also launched a social media campaign, ‘‘Phone a Friend’’, encouraging residents to invite friends and wha¯nau to Manawatu¯ for a weekend escape or a shopping trip.
‘‘We’ve got a region of passionate advocates ... This gives our community a real, tangible way to get involved and back their team.’’
Rangitı¯kei tourism operator River Valley Lodge, which offers horse treks and white-water rafting, normally has 11,000 guests a year.
Managing director Brian Megaw said they took a big hit when the borders closed.
‘‘We’ve lost over half our staff, we’re down from 25 to just 10.’’
He said 90 per cent of guests came from overseas, so the lodge was looking to attractmore Kiwis – mostly by emphasising activities that were already popular with domestic guests. The region, had some stunning areas of natural beauty that could be a big draw.
The Rangitı¯kei district attracted $68.3 million in tourism last year, according to economic resource Infometrics.
River Valley Lodge reopened last week, but activities wouldn’t resume until October. Staff had put together a guide for guests on nearby free attractions, such as walking tracks, sights, and out-ofthe-way swimming holes.
Megaw hoped guests would stay longer to enjoy it all, even once the paid-activities returned.
River Valley was also offering multiday rafting trips, which offered both sights and thrills.
‘‘Most of the people who do that are already New Zealanders, and it’s a fun outing for families, or groups of friends.’’
Ridge Top Glamping owner
Sarah Gilbertson said anything unique or slightly offbeat compared to traditional tourism, would offer ‘‘a bit of an edge’’ right now.
Herwaituna West operation offered large cabin-like tents with furniture and hardwood floors, as well as facilities such as outdoor spa baths – an appealing end to a day’s hiking or farm visits.
Gilbertson said 85 per cent of her customers were Kiwis, so Ridge Top was doing OK. Business flat-lined under lockdown, but it had been fully booked since restrictions eased.
‘‘People have been locked away for weeks, and they’ve got a bit of spare cash saved up from not going to the shops. So they want to get away.’’
However, she was concerned the full effect of the economic damage hadn’t hit yet, and that discretionary income may have dried up by October, which would normally be the start of her busy season.