Visitor insights research confirms Central Otago’s appeal is high

Central Otago is punching well above its weight as a travel destination.

That’s the word from the year-end December 2023 Market Perceptions report commissioned by Tourism Central Otago (TCO).

Research confirms that Central Otago as a destination sits well above the regional benchmark and ticks all the boxes as a recommended travel destination.

This research is specific to Central Otago excluding the Southern Lakes towns of Queenstown, Wanaka and Arrowtown, which are often thought of as being part of the region.

The Angus & Associates Market Insights research surveys New Zealand domestic and Australian visitors. It is a key tool to assist TCO in understanding how recent visitors and potential future visitors perceive Central Otago as a destination.

A critical insight is the destination’s Net Promoter Score, which is a metric used to measure the balance between advocates and detractors. A NPS of greater than +1 means you have more supporters than detractors. The higher the score the stronger the support.

“For 2023 Central Otago returned a NPS of +44% versus the national benchmark of +18% for other regions of New Zealand who partake in the research. This confirms what we have thought anecdotally is true,” Anthony (Antz) Longman, Tourism Central Otago Head of Destination said, “in that our people and our place are exceptionally appealing and that this really is one of the best places in New Zealand to visit.

"We are still analysing the full report, however it is clear the destination is particularly appealing to travellers for a short break or holiday with 97% of recent New Zealand travellers saying that the destination is very or somewhat appealing.”

In the past year, three in four New Zealanders travelled domestically and 9% of them visited Central Otago, while 6% of Australians who travelled to New Zealand in the past 12 months visited Central Otago.

The research also looks at what things travellers associate with Central Otago, with wine, cycling and warm weather coming out on top.

Here are some of the key findings confirming that areas of focus for Tourism Central Otago are bearing fruit:

• 39% of New Zealand travellers associate Central Otago with wineries, breweries or distilleries which is an increase of 2% on 2022, this association increases to 68% for recent visitors to the region.
• 38% of New Zealand travellers associate Central Otago with cycling and mountain biking, which is an increase of 2% on 2022, this association increases to 61% for recent visitors to the region.
• When New Zealand travellers think of Central Otago, the beautiful scenery, warm weather, wine, and fruit are top-of-mind.

The data is useful when considering how, who and what activities Tourism Central Otago undertakes within the destination management priorities and actions.

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Background:

About Market Perceptions

The Market Perceptions programme is delivered by Angus & Associates who are an independent marketing, research and strategic planning consultancy specialising in tourism and leisure. The research is designed to monitor perceptions of regional travel destinations within New Zealand and helps with profiling current and potential visitors to regions and to monitoring and benchmarking brand perceptions, through a syndicated survey of the domestic and Australian travel markets.

Research Approach

The Market Perceptions programme is conducted online, including on mobile devices. A total sample of at least n=7,200 New Zealand and Australian travellers are included in the programme each year (a monthly sample of n=300 New Zealanders and n=300 Australians), recruited via Dynata’s consumer panel. Respondents must be aged 18+ years and must have travelled overnight within the past 12 months to participate in the research.

Ensuring Accuracy of information for Central Otago

To assess how the market’s understanding of the region is changing over time, while also getting an accurate ‘read’ on market perceptions of ‘the real Central Otago’, Angus & Associates’ Market Perceptions research begins with a question that asks respondents what places come to mind when they think of Central Otago. The correct context is then set by displaying a map of the region and explaining that, when we talk about Central Otago in the survey, we’re referring to the region highlighted and not to Queenstown, Wanaka or Arrowtown, which are all part of the Queenstown Lakes District. This means that respondents have the correct understanding of Central Otago when answering the survey questions that follow.

Tourism Central Otago is the Regional Tourism Organisation for Central Otago and is a function of the Central Otago District Council. Their primary role is destination management and marketing of the district on behalf of the residents of Central Otago.

ENDS