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The search for somewhere off the beaten track may be fuelling a rise in tourist numbers in the Rodney area.
In the last financial year, visitors to the Warkworth i-SITE increased by 8 per cent to almost 40,000 people.
Revenue from the i-SITE was also up by 15 per cent, or $322,000. This includes a $70,000 Auckland Tourism Events and Economic Development (ATEED) grant, as well as sale of stock from the shop and tourism packages.
Matakana Coast Tourism (MCT) regional tourism coordinator Olivia Austin says the i-SITE is likely to break even or finish the 2016/17 financial year with a small operating deficit.
MCT took over management of the i-SITE in April 2015, in a three-year $215,000 deal with ATEED. The group will receive the final grant of $50,000 under that arrangement this financial year.
Olivia says the Rodney market is strongly influenced by the free independent traveller; people who make their trip up as they go along.
“Visitors to our area are keen to explore and are looking for a unique experience,” she says. “We’re a gem in the big smoke.”
Olivia says some of the area’s most popular attractions are its walks, Goat Island and other beaches, vineyards, local produce and anything environmentally related.
MCT has been focusing some of its energy on promoting these activities to international travel companies and participated in Tourism Rendezvous New Zealand (TRENZ), New Zealand’s largest tourism and trade show, in Rotorua in May.
“It was an opportunity to put our region in front of more than 350 travel companies around the world.”
ATEED is also encouraging visitors to Rodney as part of a regional dispersal goal.
“We come under the regional bracket and appeal as a travel-ready place with the accommodation and activities we offer.”
Another big focus for ATEED and MCT is improving visitor numbers in the off-season.
“We have plenty of visitors during peak season, but we are looking at ways to extend that period as some businesses do struggle in the winter even though the weather can be pleasant.”
Olivia says a heritage trail and more parking would encourage people to visit the area.
There are also plans to increase MCT’s social media presence over the coming year. This includes Facebook and Instagram, which Olivia says are a way of engaging younger travellers.
