Coast promotion to reel in tourists

Press, 9 October 1987, Page 4

Coast promotion to reel in tourists

TONY SMITH

By

in Westport A marketing plan aimed at increasing the number of international and domestic visitors to the West Coast by promoting the region as a “mustsee” destination, was unveiled by the West Coast Tourism Council yesterday. Introducing the plan to tourist operators in Westport, the council’s marketing officer, Miss Monica Hulme, said a promotional campaign costing $38,000 would be introduced to heighten public perception of the Coast’s attractions. In the marketing plan, which will not be available for general release until December and has been adopted without public discussion, the council aims at increasing the number of international tourists to the West Coast 2 per cent each year, towards a target of 35 per cent of the national total. The West Coast now has

about 162,500 overseas visitors a year, 26 per cent of the number who come to New Zealand. An estimated 312,000 New Zealanders visit the Coast each year. On average, each international visitor stays 1.3 days on the West Coast and spends $l6l. The plan broadly aims to increase visitor awareness of the Coast’s diverse attractions and to persuade travellers to stay longer to enjoy them. Most overseas visitors come to the Coast “by default” while returning from a journey down the east coast to Queenstown, the plan revealed. It was vital to promote •the Coast’s special scenery and convey an impression the region must not be missed. Miss Hulme said several strategies, or “action projects,” would be arranged to meet the region’s tourism objectives. To increase the professionalism of people in the tourism sector, a training

programme would be introduced. Talks were being held with the newly formed West Coast Community College. However, the main thrust of the campaign would be publicity, she said. A portfolio of short stories would be produced, containing articles by journalists holidaying in the region. Emphasis would be given to showing travel agents and others in the tourism industry the attractiveness of the West Coast as a holiday destination for their clients. Press releases and speaking engagements would also publicise tourism activities. However, the big project would be the production of quality regional brochures containing all the relevant information on the West Coast The print run of 50,000 would cost $38,000 but sponsorship was being sought and subsidies should be available for individual projects.