An industry first has blazed a trail in regional collaboration for the Otago trails network, to keep improving its offering and produce accurate data about trail usage.
A cycle trails forum held in Cromwell on Thursday (16 May 2024) brought together more than 70 people from across the wider region and in all aspects of the Otago trails network. Tourism and hospitality businesses, trail trustees, trail managers, and Regional Tourism Organisations participated in the end of season hui and heard from a series of guest speakers. Forum coordinator, Otago Trails Marketing Group marketing executive Geoff Marks, was buzzing after the inaugural event.
“There were many takeouts from the day, including the need to ensure all our trails have the right tools for accurate data capture that allows better future planning.”
Vaughn Crowther from Utility NZ presented findings from new trail research commissioned by Tourism Central Otago (TCO). The research focussed on Central Otago cycle trail demand with insights and strategies for future management. As well as predicting forward trends, Mr Crowther highlighted that the Otago trails have gaps in their ability to capture accurate data about trail usage, including direction of travel, hourly and daily demand peaks. He noted it was important to solve that issue, as accurate data is necessary for many aspects of future planning including infrastructure needs, business development and even risk management.
Also presenting on the day were Liam Friary from Pedal Press – the editor of NZ Cycling Journal on the motivators for travel and communicating with your audience; Janet Purdey – the GM of Ngā Haerenga The NZ Cycle Trail with a strategy update; Cristine Angus – Angus and Associates on current travel trends and visitation drivers (especially Australia), plus updates by The Great Rides, trail trusts and managers from Queenstown Trails, Southern Lakes Trails (includes the Lake Dunstan Trail), Otago Central Rail Trail, Roxburgh Gorge and Clutha Gold Trails and Dunedin Tracks Network Trust
“It was exciting to hear those in the room acknowledge that there are significant benefits of working in collaboration and strength to be gained by working together, and learning from each other, Mr Marks said.
“There are of course challenges that arise, but by working together on solutions we can enhance Otago’s position as the greatest place on earth to ride a bike.”
Throughout the day, there was acknowledgement of the significant benefit of trails to the wider Otago communities as well as identifying those likely challenges ahead, as economic pressures build on communities and businesses, and with some visitation markets softening, TCO Head of Destination Anthony (Antz) Longman, said.
“The Otago Trails Marketing Group is an initiative that leads the way for sector and regional collaboration and this first forum is an example of what can be accomplished with this type of approach.”
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About Otago Trails Marketing Group
A role funded by four Regional Tourism Organisations and the Rail Trail Business Network.
Facilitated through Tourism Central Otago, including Destination Queenstown, Clutha Development, Enterprise Dunedin.
Goals and Objectives:
To promote the region’s network of 5 Nga Haerenga Great Rides and the wider trail network
Encourage length of stay and increased spend with compelling reasons to visit year-round
Promote inter-regional travel via multi-day rides, itinerary ideas and touring routes.
Provide inspiration for repeat visitation and encourage customer advocacy for the trails
Promote safe trail experiences with timely education, guides and trail information.
Where appropriate incorporate regional destination management messaging and goals.
Attract highly valued customers.
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Pictured L to R: Shane O’Connor, Trail Manager Clutha Gold and Roxburgh Gorge Trails; Mark Williams, CEO Queenstown Trails; Paul Coffey, Dunedin Tracks Network Trust; Kate Wilson, Chairperson Otago Central Rail Trail Trust; Janeen Wood, CEO Southern Lakes Trails, Geoff Marks, Otago Trails Marketing Executive, Janet Purdey, General Manager Ngā Haerenga The NZ Cycle Trail; Vaughn Crowther, Infrastructure Advisor, Utility NZ; Christine Angus, Founding Director Angus and Associates; Liam Friary Editor NZ Cycling Journal & NZ MTB.
