Measures of Success

Regional plans have been requested to contribute to the following goals of The Aotearoa New Zealand Government Tourism Strategy (2019):

Tourism supports thriving and sustainable regions Tourism sector productivity improves New Zealand-Aotearoa delivers exceptional visitor experiences Tourism protects, restores and champions New Zealand- Aotearoa’s natural environment, culture and historic heritage New Zealanders’ lives are improved by tourism.

Incorporating the direction provided by the five goals above, the new Waimakariri Visitor Marketing Strategy to 2025 includes strategies covering rebuilding / growing visitation levels (including locals as visitors), business prosperity & employment, our identity, culture and heritage and sustainable places including our environment, infrastructure and towns. Given the importance of raising awareness of just how much our district has to offer, the strategies for building local and visitor awareness have been further split to provide greater clarity on the outcomes sought.

Nor’West arch from Pines Beach - Angela Torrie

Key Performance Indicators

The ultimate outcomes of sustainably growing visitation and spend to the Waimakariri District are supported by the strategies and actions above including the collective efforts of the visitor sector to enhance destination appeal and generate media presence to drive awareness. The Key Performance Indicators (KPI’s) that follow provide a general indication of the progress being made as the strategies and actions are delivered over the next three years. KPI targets factor in historical trends/ data, the current Covid-19 environment and the aspirations of this Strategy. It is important to note that the achievement of some KPI’s will not necessarily be due to the sole influence of this Strategy and its actions, for example visitor and accommodation spend is also influenced by other things outside the scope and delivery capability of this Strategy. KPI’s have been established for the first three years of the strategy only. Once these have been achieved it will be necessary to establish a set of revised KPIs for the remaining two years.