TARANAKI VISITOR STATISTICS DECEMBER 2016
Taranaki Visitor Statistics
Percentage change in Guest Nights from previous year Year ending December 2016
At a glance: year ending December 2016
For the 12 months ending December 2016 there were 295,707 visitors who stayed in commercial accommodation (e.g. motels) in the Taranaki region resulting in over 625,623 guest nights.
40 20 0
84% of Taranaki’s commercial guest nights were from domestic visitors, with the balance, (16%) being international.
Increases were experienced in both domestic visitor nights (7.6%), and international guest nights, which experienced a significant gain (26.5%). This was well ahead of the national average: 2.4% and 11.8% respectively.
Additionally, visitors who stayed with friends and relatives or other non-commercial accommodation outlets contributed a further 1,508,432 guest nights to the region for the year to December 2016 resulting in a total of 2,134,056 guest nights.
Taranaki 26.5
2.4
7.6
Domestic
Visitor arrivals increased (8.0%) and they stayed longer (2.0%) with a resulting increase in overall guest nights (10.2%) relative to the previous 12 months. This compared with a 6.2% increase nationally in guest nights.
New Zealand
11.8
International
Visitor Guest Nights in the Taranaki Region 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
Day trippers added a further 440,110 visits during the year. TARANAKI VISITOR STATISTICS – DECEMBER 2016
Commercial Accommodation Guest Nights (CAM) All Guest Nights (Commercial & Non-Commercial)
*Some variation may occur due to rounding and boundary differences
District Performance 79% of Taranaki’s commercial accommodation guest nights for the 12 months ending December 2016 occurred in the New Plymouth District; 14% in South Taranaki and 7% in Stratford.
Commercial Accommodation Average length of Stay - Year ending December 2016 3 2 1
Guest arrivals increased in all the Taranaki Districts.
2.3 1.7 0.9
0 -1
Stratford
South Taranaki
-2
The strongest increase was experienced in the Stratford District (13.4%), followed by New Plymouth District (7.6%) and South Taranaki (7.5%).
NZ -1.5
Commercial Accommodation Guest Nights - % change - Year Ending December 2016
7.5
7.6
8
7.9
South Taranaki
New Plymouth District
Taranaki
NZ
5 0 Stratford
Taranaki
The above results contributed to an increase in guest nights in all the Districts, with Stratford recording 14.4% growth, South Taranaki 9.3% and New Plymouth District 10%.
13.4
10
New Plymouth District
The regional result of 10.2% growth in guest nights was higher than the national average (6.2%).
Guest Arrivals - Year Ending December 2016 15
2
20
14.4 9.3
10
10
10.2
6.2
0
The length of stay also increased in all the Districts, ranging from New Plymouth District with a 2.3% increase to Stratford with 0.9%.
Stratford South Taranaki New Plymouth District Taranaki
TARANAKI VISITOR STATISTICS – DECEMBER 2016
NZ
DECEMBER QUARTER 2016 RESULTS In the December quarter, Taranaki experienced heightened guest nights in commercial accommodation, although there was variation between the Districts. All the Districts recorded an increase in overall visitor numbers.
December 2016 Quarter - Percentage change relative to same time last year Stratford
South Taranaki
New Plymouth District
Taranaki
New Zealand
60
56
50 40 30
28.2 18.3
20 10
6.3
9.4 5.2
4.7
9.5
5.9
8.4 5.1
2.8
0
Guest Nights -10
Guest arrivals
-0.4 Average length of stay -2.8 -3.9
-7.8 -13
-20
TARANAKI VISITOR STATISTICS – DECEMBER 2016
-0.3 Occupancy rate -6.2
4.6
Variations by Accommodation Type Variation was also noted by accommodation type.
Guest nights in hotels, motels, holiday parks and backpackers performed more strongly in Taranaki relative to the previous 12 months. Hotels in particular performed well.
Motels and holiday parks attracted the highest number of commercial guest nights for the 12 month period for Taranaki.
Growth/Decline in Guest Nights by Accommodation Type - Year ending December 2016
Commercial Guest Nights by Accommodation Type - Taranaki Year ending December 2016 Holiday Parks, 171,823, 27%
Hotels, 150,926, 24%
Taranaki 25
New Zealand
23.4
20 15
Backpackers, 41,902, 7%
Motels, 260,972, 42%
8.4
10 6
5.6
5.8
5
4.8
8.4
4.5
0
During the course of the year, accommodation use can prove seasonal, especially for holiday parks, where utilisation is heightened during warmer months and holiday season.
Hotels
TARANAKI VISITOR STATISTICS – DECEMBER 2016
Motels
Backpackers Holiday Parks
Total Visitors
Visitor Guest Nights in the Taranaki Region
Qrious combines aggregated and anonymized mobile location data from Spark, with tourism statistics from MBIE and Statistics NZ, to assess total visitors to the region ie the data captures visitor movements over and above commercial accommodation (as discussed in the previous pages and measured via the Commercial Accommodation Monitor – CAM – by Statistics NZ). The Qrious data also includes visitors staying with friends and family or other noncommercial outlets, as well as day trippers.
350,000 300,000 250,000 200,000 150,000 100,000 50,000 0
Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
Venture Taranaki commissions Qrious, a subsidiary of Spark NZ Ltd. to provide additional visitor data concerning the Taranaki region.
Commercial Accommodation Guest Nights (CAM) All Guest Nights (Commercial & Non-Commercial)
The Qrious data indicated that visitors over and above those staying at commercial accommodation outlets contributed a further 1,508,432 guest nights to the region for the year to December 2016. This resulted in an overall total of 2,134,056 guest nights for the region (commercial and non-commercial accommodation guest nights).
Visitor Day Trips to the Taranaki Region 60,000 50,000 40,000 30,000 20,000
In addition to the visitors staying overnight, a further 440,110 day visits to the region was also recorded via the Qrious data for the year ending December 2016.
10,000 0
Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
Day Trippers
TARANAKI VISITOR STATISTICS – DECEMBER 2016
Expenditure – 12 months to January 2017 Visitor expenditure for the 12 months to January 2017 was estimated at $338 million (MBIE) for the Taranaki region, an increase of 5% relative to the previous 12 month period.
Annual Total Spend Year to January 2017 $8,000m $7,000m $6,000m $5,000m $4,000m $3,000m $2,000m $1,000m $0m
$7,486m
$3,530m
$3,397m
$2,402m $2,357m
$1,736m $134m
$587m
$931m
$375m
$344m
$1,056m
$605m
$338m
$495m
$292m
Percent change in total spend: 12 months ending January 2017 V 12 months ending January 2016 14%
15%
10% 5%
6%
7%
7% 5%
5%
10%
8% 5%
13%
11%
10% 6%
0%
TARANAKI VISITOR STATISTICS – DECEMBER 2016
5%
8% 3%
The majority of tourism/visitor spend in Taranaki was from domestic visitors. Furthermore retail, food/beverage and accommodation reflected key areas where money was spent.
Visitor Spend by Product Category in Taranaki 12 months ending January 2017 100 90 80 70 60 50 40 30 20 10 0 Retail sales - other Food and beverage Accommodation serving services services
Retail sales alcohol, food and beverages
Retail sales - fuel and other automotive products
Other Tourism Products
TARANAKI VISITOR STATISTICS – DECEMBER 2016
Other passenger Cultural, recreation transport and gambling services
Appendix Below: Commercial Accommodation Monitor Details for Year and Quarter ending December 2016 Quarter - December 2016
% change
Actual
Stratford
South Taranaki
New Plymouth District
Taranaki
NZ
Stratford
South Taranaki
New Plymouth District
Taranaki
NZ
Guest Nights
28.2
-7.8
6.3
5.2
4.7
9,977
21,790
131,703
163,469
10,252,505
Guest arrivals
18.3
5.9
9.4
9.5
5.1
5,816
10,157
64,586
80,559
5,266,735
Average length of stay
8.4
-13
-2.8
-3.9
-0.4
1.72
2.15
2.04
2.03
1.95
Occupancy rate
56
-6.2
-0.3
2.8
4.6
24.55
29.72
39.31
36.42
45.7
% from same time last year
Annual - December 2016
% change
Actual
Stratford
South Taranaki
New Plymouth District
Guest Nights
14.4
9.3
10
10.2
6.2
40,393
88,720
496,509
625,623
38,500,899
Guest arrivals
13.4
7.5
7.6
8
7.9
24,136
37,141
234,432
295,707
19,369,329
Average length of stay
0.9
1.7
2.3
2
-1.5
1.67
2.39
2.12
2.12
1.99
Occupancy rate
38.6
10.9
3.2
7.4
5.3
25.14
30.01
37.89
35.36
43.59
YE % from previous yr
Taranaki
NZ
Stratford
South Taranaki
New Plymouth District
Taranaki
NZ
Data sources: MBIE: Monthly Regional Tourism Estimates of Expenditure QRIOUS – Commissioned data undertaken for Venture Taranaki. Statistics NZ: Commercial Accommodation Monitor
TARANAKI VISITOR STATISTICS – DECEMBER 2016