Tourism serving the Wairarapa well

We all have a role to play to ensure a strong tourism sector, writes Walt Dickson.

Of all the economic casualties of Covid-19 the tourism sector has taken one of the biggest hits; hardly surprising with the door closed indefinitely on four million international visitors.

It makes the rebound – at least locally – all the more remarkable. In the immediate weeks following the country moving into Alert Level-1 cash registers were singing, particularly in Greytown and Martinborough, where the biggest increase in consumer spending across New Zealand was recorded, according to Eftpos New Zealand figures.

The South Wairarapa’s table-topping status was eventually reined in but spending in the Wairarapa has remained relatively strong in comparison to previous winters. For the July school holiday period, visitor numbers to the region were up 38 per cent on the same period last year, the biggest increase in the North Island.

Credit for this must go to operators across the tourism and hospitality sector who have been resilient in times of real uncertainty. Not to be underestimated is the contribution of Wairarapa folk too and their commitment to supporting local businesses from cafés and eateries to retailers. 

There is no question that Wairarapa, with its relatively low population, has benefited hugely from tourism enabling a proliferation of hospitality providers that would otherwise not be possible. It is crucial therefore that we all do our bit to ensure visitors keep on coming. Tourism contributes over $205 million annually to the local economy, employing directly more than 1500 people plus hundreds of others indirectly.

As a destination Wairarapa is quite a bit different to some of New Zealand’s tourism hot spots; here domestic tourism accounts for 87 per cent of tourism spend. Our market is New Zealand, and our biggest fans are not far away, being Wellington. The greater Wellington region, of which Wairarapa is a part of, has a population of around 500,000.

The stunning transformation of our towns over the last 20 years can in part be attributed to Capital folk, who have driven over the Remutaka Hill for an escape from familiar city life, falling in love with the region and realising its potential. Such belief in this region has given confidence to a breadth of investment in hospitality and tourism related businesses, from Pukaha to Pirinoa.

With an established tourism infrastructure and a motivated market Wairarapa is well placed to capture the newly energised domestic audience. But let’s make no bones about it, every region is clamouring for their slice of visitor share, which will be strictly Kiwis for the foreseeable future.

With this in mind, we all have a role to play in promoting our wonderful region. It can be as simple as rolling out the welcoming mat for our family and friends from out of town. These visitors dine in our cafés and restaurants, go to attractions such as Pukaha National Wildlife Centre, and buy goods and products from our local shops.

If nothing else, Covid-19 has reaffirmed the importance of family and friends; they are the very people who we want to spend our time with, and what better place to do so in our land of plenty.

Let’s raise the bar on the experience that we provide, not just to demonstrate to our nearest and dearest how much they mean to us, but also because they might tell their other sets of friends about Wairarapa’s bounty. They will in turn come for a look, stay in our hotels and motels, dine in our eateries, shop in our stores . . . it is all money that goes into our local economy, supporting local jobs. 

Destination Wairarapa, the regional tourism organisation (RTO), hit the jackpot with a marketing campaign promoting Wairarapa as an attractive destination for multiple segments of the visitor market. The Great Wairarapa Escape tapped into the region’s visitor strengths of food and wine, family and nature. The campaign achieved its main objective of bringing more visitors to the Wairarapa, and also served to remind locals about the rich variety of what is on offer in their own ‘backyard’. Masterton as a family destination, for example, with beautiful Queen Elizabeth Park home to a host of activities for the kiddies, affordable accommodation and eating options nearby; or Wairarapa as a nature getaway offering an extraordinary array of activities from Pukaha at the northern gateway to stunning coast in the south and forested treats in between; and of course the spoils of the food and wine attractions.

Oh yes, we live in a special place, go out and enjoy it . . . share it.