Despite being hard hit by COVID-19, an optimistic Coromandel tourism industry is gearing up to prepare for the worst while also planning for the best.
As soon as the impact of the pandemic on travel was evident, Destination Coromandel ceased all paid campaign marketing.
"From then on, we have been guided by one principle – responsibility," says Destination Coromandel general manager, Hadley Dryden.
" Our primary role of driving some form of visitation was out of the question. A 'no place like home' message replaced all ceased marketing activity and remains in place at this time," says Hadley.
"We’ve resisted the temptation (and pressure) to promote local during these uncertain times. That is best left to grassroots agencies such as business associations, with their hyperlocal connections. Rather, we will return to core business, promoting The Coromandel good for your soul to national and international visitors, when the time is right."
The tourism industry makes an important contribution to the Thames Coromandel and Hauraki Districts' economies, with visitor spend adding $503 million in revenue to local businesses in the 12 months ending January 2020. This includes not only traditional tourism businesses like accommodation and transport, but also food and beverage, retail and fuel. The impact of COVID-19 elimination measures on business has been widespread and devastating.
The border restrictions imposed to protect New Zealand from incoming sources of COVID-19 immediately impacted international visitors in The Coromandel and resulted in the cancellation and postponement of most bookings. This was closely followed by domestic travel restrictions under lockdown, and all sector activity ceased, apart from a few accommodation providers sheltering international guests until repatriation was possible.
Since then, businesses have been struggling to keep their businesses afloat, accessing government support where available and trying to make plans for an uncertain future.
Destination Coromandel immediately responded by fielding industry concerns and enquiries and providing information and contacts for government and other agency support, national insights from key tourism bodies and links to business advice from experts. They also provided marketing advice for businesses to work on their plans for a restart when COVID-19 restrictions permit.
The Regional Tourism Organisation also operates two i-SITEs in Whitianga and Thames, and as these were closed, staff were re-deployed identifying available accommodation for stranded international and isolating visitors as part of the national Tourism Satellite Accommodation programme.
Destination Coromandel budgets have been reviewed and re-allocated to ensure all available resources are ready for the industry to resume as travel restrictions lift.
A Coromandel tourism industry webinar will be held next Thursday, April 30, when Hadley Dryden will discuss kickstarting the industry locally and ways in which tourism businesses can leverage and contribute to Destination Coromandel marketing activity.
Tourism New Zealand will lead a national initiative to restart and redefine the industry. Working with MBIE and DOC, they will activate domestic tourism while continuing to keep New Zealand in the minds of people offshore.
Regional Tourism Organisations have been briefed and Destination Coromandel is providing insights and research. This will inform Tourism New Zealand’s domestic strategy which Destination Coromandel will help activate in the region.
"Destination Coromandel will return to destination marketing with a series of domestic campaigns, initially to our drive markets and then New Zealand wide", says Destination Coromandel marketing manager, Megan Nunn. "Our activity will be aligned with and leverage Tourism New Zealand initiatives. The timing and message will be appropriate to any restrictions and time of year for travel," she says.
The Coromandel is in a good position to attract domestic visitors, being close to the large markets of Auckland, Waikato and Bay of Plenty. "Many people in these regions have a strong connection to The Coromandel as a place where Kiwis love to holiday," says Megan.
Stimulating domestic visitation will be key to the restart of the tourism industry in The Coromandel.
