Research findings

Key further findings from Christchurch and Wellington survey work reveal

1. The first three things potential domestic visitors to Marlborough think of is wine (58%), weather/climate – (25%), scenery – (18%)

2. 15% of those surveyed listed inaccessibility as an issue when considering Marlborough as a destination

3. Key travel motivators – rest & relax, time with friends & family, to explore and discover, and spend time in the outdoors

4. Destination drivers – connections – friends’ family & holiday homes, natural environment, and climate, been there before

5. Accommodation – around 50% use private home or holiday home, while 23–25% use hotel or motel

6. Activities undertaken – relaxing, cafes, walking, beaches, natural scenery

Comparable competing destination satisfaction levels

Christchurch residents – compared to their Marlborough experience were more satisfied when visiting Nelson/Tasman, about the same as Kaikoura or West Coast, and more satisfied than a visit to Hanmer Springs or Lake Tekapo. The Nelson/Tasman area achieved a net promotor score of 75 versus 46 for Marlborough.

Wellington residents – compared to their Marlborough experience were more satisfied when visiting Hawkes Bay or Taupo, about the same as Taranaki, and more satisfied than a visit to Nelson/Tasman or the Wairarapa. Marlborough, Wairarapa and Hawkes Bay Nett promotor scores were very even ranging between 49 & 50.

Key areas visited in Marlborough by Christchurch and Wellington residents both included Picton, Blenheim/Renwick and Marlborough Sounds.

In agreement with, and supported by the work by Dr David Ermen for this plan, visitation demand was much lower for Havelock, Wairau, and Awatere.

When survey respondents were asked to consider domestic holiday destinations they may consider in the next 12 months – Marlborough performed poorly ranked 8th out of 20 locations for Christchurch residents and 16th out of 20 for Wellington Residents.

Research strongly indicated that if a possible visitor had been to Marlborough in the last 12 months, had friends or family, or a bach or boat there then they were about 55–60% likely to visit again in the next 2 years.

Survey results on barriers to visitation to Marlborough

Why would people from Christchurch and Wellington not visit?

1. No reason to visit – 43%

2. No connections there – 26–27%

3. Travel there is too expensive – 16– 18%

4. Too hard to get to – 18 – 20%

5. Do not know what to do when there – 14 – 17%

Conclusions on domestic visitation based on Angus & Associates research findings from Christchurch and Wellington visitor samples

• Marlborough as a destination performs OK in the minds of Christchurch & Wellington residents – but could do better

• Visitation volume is strongly supported by repeat visitation based on family or holiday home connections

• Marlborough remains a destination of narrow definition – wine, outdoors & scenery – associated with Marlborough Sounds

• Potential visitors still lack further reasons or tangible attractions to visit – other than those already mentioned

• Marlborough is seen as a passive destination to relax

• Marlborough is seen by some as a less desirable destination than

Nelson/Tasman or Hawkes Bay for a holiday

• Marlborough can be seen by some as hard to get to

Resulting Actions required

• Marlborough needs more unique regionally focused visitor attractions

• Marlborough needs to penetrate new markets to see further significant growth

• Marlborough needs new reasons to get people back

• Marlborough needs to lower barriers to access

Bay of Many Coves