The pandemic has affected all parts of the tourism industry, in all corners of the country.
And while some may have hunkered down to wait it out, the team at Development West Coast saw COVID as an opportunity.
DWC has taken the past two years of downturned activity and used it to increase value in their product, to rethink sustainability, and overall refresh their image, says Development West Coast destination and tourism manager Patrick Dault.
Sustainable and regenerative tourism
Patrick says the downturn in domestic tourism forced DWC to review what sustainable tourism and regenerative tourism really is.
“Working with the industry, we’ve focused on engaging with domestic consumers to better understand visitor motivations and what they seek in a trip to the West Coast but also better understand what it is that Casters want to share – most importantly, we’ve looked to better understand what commonalties local communities and visitors share that will result in better quality of life for locals and better visitor experiences for visitors.”
When it comes to sustainable tourism, Patrick says the team at DWC has been working with operators to diversify their existing offerings and distribution, with a “refocus on consumers”.
“We’ve specifically focused on how consumers will be able to seamlessly book tourism products, instantly, from anywhere in the world,” he says.
“This has mainly been a push to digital distribution, the use of APIs, channel managers, booking software, electronic registration and health and safety inductions.
“There is plenty more left to do, especially in the field of revenue management and connecting the entire tourism industry in New Zealand.
“We have to be nimble, to be able to quickly move on opportunities, and align all the components of travel into a stronger proposition – airfare, accommodation, car hire – so that our industry is not only more sustainable but also more productive.”
Hardest hit
The West Coast is 8.5 per cent of New Zealand’s total land mass and home to 25 per cent of New Zealand’s conservation land, says Patrick, and the pandemic impacted the West Coat district “very unfairly”.
“Most impacted was South Westland, where the Glacier Country saw a decline of more than 97.5 per cent of international spend,” he says.
“This means that in the span of the two years, Glacier Country alone lost $30.3 million in annual tourism spend.
“The loss for the Coast was $80 million in lost economic activity.”
But, he says the focus on domestic tourism was an opportunity for regions that had previously been left out of international itineraries, and some of these actually saw a boost in tourism spend over the past two years.
“This has been a great opportunity for communities like Reefton, Westport and Greymouth, but also townships like Hokitika, to embark on their own tourism journeys and DWC has been engaging with communities as part of our destination management approach.”
Borders reopening
When it comes to the reopening of the borders next month, Patrick says it’s a “massive opportunity” for the West Coast.
“Not only has the region benefited from the leadership of Mana Whenua, DOC and other organisations, it’s benefitted particularly with the Jobs for Nature scheme but also through PGF funding of major game changer projects such as the Oparara Access redevelopment, Punakaiki redevelopment and the Pounamu Pathway.
“Jobs for Nature not only left us with an impeccable public estate and world-class tracks, but it also ensured the survival of our communities; our international visitors can immerse themselves in a stunning region that our community has spent the past two years perfecting.”
Patrick says DWC is working with a host of organisations and operators in the lead-up to the borders reopening – both to attract domestic and international tourism.
“DWC is working with Mana Whenua, DOC and tourism operators to reconnect them to the world, through digital means but also by developing, products and capability that connect visitors to the land and our people.”
He says they have also undertaken a strategic shift to target domestic and international consumers –“whereas previously we would have had a greater focus on trade, sharing the region’s icon, but also our people and the personality of the Coast, through content marketing, retargeting and marketing automation”.
Working together with the community
And while nobody would say that COVID was a good thing for the industry, Patrick says the pandemic gave them the opportunity to connect with communities and redesign their aspirations for tourism.
“We’ve taken time to redefine what value is when it comes to a visitor economy and take a look at what are the values of the Coast and what values and behaviours we want from our visitors.
“It’s given us the opportunity to diversify our product offering, focus on sustainability and regenerative models – most importantly – get visitors involved in our conservation projects – not just tell them the stories once these very projects are completed.
“As with everything, this is an ever-evolving environment, but projects like Gorse Busters in Okarito are exceptional examples of regenerative tourism.”
DWC has made it an objective to give a voice to local communities, he says.
“We’ve focused on better sharing what is extraordinary about our region and the best way to experience the region, it’s people and our values in a way that will leave the smallest footprint and will enable the region to flourish after our visitors depart, enriching others in turn.”
Appreciating the taonga
Patrick says it’s important for both domestic and international tourists to understand and appreciate the taonga (treasured possession) that is te wai pounamu (South Island). DWC has been working with Mana Whenua, DOC and our tourism operators to co-create this understanding for visitors – and collaboration is the key.
“The coast has an amazing opportunity to engage with all other regions in New Zealand – the old pounamu trading routes are filled with history and legacy that our visitors are keen to learn and appreciate.
“I’ve always thought that all visitors leave a little piece of themselves in New Zealand after they depart – somewhere in their soul longing to return – when they visit the Coast they can take a taonga, pounamu, a physical connection to the emotions they experienced in Aotearoa.”
When Kiwis visit the West Coast, Patrick says it’s important for them to realise that it’s “their backyard” and he invites everyone to venture out and see it for themselves.
“All Kiwis should take an annual short trip to the Coast and once every five years; trade that international trip for and epic road trip on the Coast and reconnect with New Zealand and themselves.”
