TARANAKI VISITOR STATISTICS SEPTEMBER 2016
Taranaki Visitor Statistics Percentage change in Guest Nights from previous year Year ending September 2016
At a glance: year ending Sept 2016
3.7
5 0
Domestic
International
Visitor Guest Nights in the Taranaki Region
Commercial Accommodation Guest Nights (CAM) All Guest Nights (Commercial & Non-Commercial)
Day trippers added a further 419,188 visits during the year. *Some variation may occur due to rounding and boundary differences
TARANAKI VISITOR STATISTICS – SEPTEMBER 2016
Sep-16
Aug-16
Jul-16
Jun-16
Apr-16
May-16
Mar-16
Jan-16
Feb-16
Dec-15
Nov-15
Oct-15
Sep-15
Jul-15
350,000 300,000 250,000 200,000 150,000 100,000 50,000 0
Aug-15
Additionally, visitors who stayed with friends and relatives or other non-commercial accommodation outlets contributed a further 1,537,436 guest nights to the region for the year to September 2016 resulting in a total of 2,154,941 guest nights.
9.9
8.6
10
Jun-15
15
Apr-15
Increases were experienced in both domestic visitor nights (8.6%), and international guest nights, which experienced a significant gain (21.3%). This was well ahead of the national average: 3.7% and 9.9% respectively.
21.3
20
85% of Taranaki’s commercial guest nights were from domestic visitors, with the balance, (15%) being international.
Taranaki
25
May-15
Visitor arrivals increased (5.5%) and they stayed longer (4.6%) with a resulting increase in overall guest nights (10.3%) relative to the previous 12 months. This compared with a 6.2% increase nationally in guest nights.
New Zealand
Feb-15
For the 12 months ending September 2016 there were 288,701 visitors who stayed in commercial accommodation (e.g. motels) in the Taranaki region resulting in over 617,507 guest nights.
Mar-15
District Performance 79% of Taranaki’s commercial accommodation guest nights for the 12 months ending June 2016 occurred in the New Plymouth District; 15% in South Taranaki and 6% in Stratford.
Guest Arrivals - Year Ending September 2016 10
8.3
5
8.3 4.7
5.4
5.5
South Taranaki
New Plymouth District
Taranaki
0 Stratford
Guest arrivals increased in all the Taranaki Districts.
Commercial Accommodation Average length of Stay - Year ending September 2016
The strongest increase was experienced in the Stratford District (8.3%), followed by New Plymouth District (5.4%) and South Taranaki (4.7%). 20
14.3
10
The length of stay increased significantly in South Taranaki (14.3%), while Stratford experienced a decline (-4.7%) relative to the previous 12 months. New Plymouth had a 3.8% gain.
3.8
4.6
New Plymouth District
Taranaki
0 -10
Stratford -4.7
South Taranaki
NZ -1.9
Commercial Accommodation Guest Nights - % change - Year Ending September 2016
The above results contributed to an increase in guest nights in all the Districts, with South Taranaki at 19.6%, followed by New Plymouth (9.4%) with Stratford at 3.2%. 30
19.6
20
The regional result of 10.3% growth in guest nights was higher than the national average (6.2%).
NZ
10
3.2
9.4
10.3
6.2
0 Stratford South Taranaki New Plymouth District Taranaki
TARANAKI VISITOR STATISTICS – SEPTEMBER 2016
NZ
September Quarter 2016 Results In the September quarter, Taranaki has experienced heightened guest nights in commercial accommodation as highlighted below, although variation is noted between the three districts in relation to guest nights, arrivals, length of stay and occupancy rate.
September 2016 Quarter - Percentage change relative to same time last year Stratford
South Taranaki
New Plymouth District
Taranaki
New Zealand
35 28.6
30 26.6 25 20 15 10
17.3 12.3
11.9
13.8
10.6 10.3
10.1
8.7
8.2
7.5
6.6 3.7
5 0
Guest Nights -5
Guest arrivals
Average length of stay -1.5 -1.9 -3.1
-7.8
-10 -11.6 -15
TARANAKI VISITOR STATISTICS – SEPTEMBER 2016
Occupancy rate
6
Variations by Accommodation Type Variation is also noted by accommodation type. Motels and holiday parks attracted the highest number of commercial guest nights for the 12 month period for Taranaki.
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. Guest nights in hotels, motels and holiday parks performed more strongly in Taranaki relative to the previous 12 months, and relative to the national average. Backpacker results were more subdued.
Commercial Guest Nights by Accommodation Type - Taranaki Year ending September 2016
Holiday Parks, 172,621, 28%
Growth/Decline in Guest Nights by Accommodation Type - Year ending September 2016
Hotels, 141,884, 23% Taranaki 20
New Zealand
18
15.8
15 10
6.3
9
7.8 5.1
4.7
5 0 -5
Backpackers, 37,874, 6%
Hotels
Motels
Backpackers Holiday Parks
-10 Motels, 265,128, 43%
-15 -20
TARANAKI VISITOR STATISTICS – SEPTEMBER 2016
-14.3
Total Visitors
Visitor Guest Nights in the Taranaki Region
Jun-16
Jul-16
Aug-16
Sep-16
Jun-16
Jul-16
Aug-16
Sep-16
Apr-16
May-16
Mar-16
Jan-16
Feb-16
Dec-15
Nov-15
Oct-15
Sep-15
Jul-15
Aug-15
Jun-15
Apr-15
May-15
Feb-15
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 such as e.g. those staying with friends and family as well as day trippers and other visitors.
350,000 300,000 250,000 200,000 150,000 100,000 50,000 0
Mar-15
Venture Taranaki commissions Qrious, a subsidiary of Spark NZ Ltd. to provide additional visitor data concerning the Taranaki region.
Commercial Accommodation Guest Nights (CAM)
The Qrious data highlighted that visits over and above those accounted for via commercial accommodation outlets contributed a further 1,537,436 guest nights to the region for the year to September 2016.
All Guest Nights (Commercial & Non-Commercial)
Visitor Day Trips to Region
This resulted in an overall total of 2,154,941 guest nights (commercial and non-commercial accommodation guest nights). 60,000 50,000
Day Trippers
40,000
In addition to the visitors staying overnight, a further 419,188 day visits to the region was also recorded via the Qrious data for the year ending September 2016.
30,000 20,000 10,000
May-16
Apr-16
Mar-16
Feb-16
Jan-16
Dec-15
Nov-15
Oct-15
Sep-15
Aug-15
Jul-15
Jun-15
Apr-15
TARANAKI VISITOR STATISTICS – SEPTEMBER 2016
May-15
Feb-15
Mar-15
0
Expenditure – 12 months to September 2016 Visitor expenditure for the 12 months to September 2016 was an estimated $323 million (MBIE) for the Taranaki region, a decline of 1.5% relative to the previous 12 month period.
Annual Total Spend Year to September 2016 $8,000m $7,000m $6,000m $5,000m $4,000m $3,000m $2,000m $1,000m $0m
$7,370m
$3,310m
$3,305m
$1,675m $125m
$535m
$848m
$366m
$311m
$2,198m $2,316m
$942m
$550m
$323m
$441m
$265m
Percent change in total spend: 12 months ending September 2016 V 12 months ending 2015 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% -2.0% -4.0% -6.0%
12.9%
12.5%
9.1% 6.1%
7.3%
6.6%
5.1%
4.4%
3.4%
4.0%
4.1%
3.8%
3.3%
-1.5% -3.4%
TARANAKI VISITOR STATISTICS – SEPTEMBER 2016
4.8%
Detailed analysis highlights that 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 in Taranaki by Product $m 12 months to September 2016 0
10
20
30
40
50
Retail sales - other Food and beverage serving services Accommodation services Retail sales - alcohol, food and beverages
Retail sales - fuel and other automotive products Other Tourism Products Other passenger transport Cultural, recreation and gambling services
TARANAKI VISITOR STATISTICS – SEPTEMBER 2016
60
70
80
90
APPENDIX Below: Commercial Accommodation Monitor Details for Year and Quarter ending September 2016 % change
Quarter – Sept. 2016
Actual
Stratford
South Taranaki
New Plymouth District
Taranaki
NZ
Stratford
South Taranaki
New Plymouth District
Taranaki
NZ
Guest Nights
11.9
8.2
10.6
10.3
6.6
6,715
15,895
91,184
113,796
7,718,722
Guest arrivals
26.6
17.3
12.3
13.8
4,128
7,645
47,641
59,414
3,751,235
Average length of stay
-11.6
-7.8
-1.5
-3.1
8.7 1.9
1.63
2.08
1.91
1.92
2.06
Occupancy rate
28.6
10.1
3.7
7.5
6
17.26
23.6
28.44
26.66
36.55
% from same time last year
Annual -Sept 2016
% change
Actual
Stratford
South Taranaki
New Plymouth District
Taranaki
NZ
Stratford
South Taranaki
New Plymouth District
Taranaki
NZ
Guest Nights
3.2
19.6
9.4
10.3
6.2
38,198
90,567
488,740
617,507
38,040,747
Guest arrivals
8.3
4.7
5.4
5.5
23,237
36,571
228,897
288,701
19,114,885
Average length of stay
-4.7
14.3
3.8
4.6
8.3 1.9
1.64
2.48
2.14
2.14
1.99
Occupancy rate
19.5
19
4.2
7.9
5.2
22.56
30.5
37.91
35.11
43.07
YE % from previous year
Data sources: MBIE: Monthly Regional Tourism Estimates of Expenditure QRIOUS – Commissioned data undertaken for Venture Taranaki. Statistics NZ: Commercial Accommodation Monitor
TARANAKI VISITOR STATISTICS – SEPTEMBER 2016