School and ecological groups Recreational walkers and bikers Christchurch workers Shoppers Event attendees (sporting and cultural/ musical)
Families from Canterbury, Nelson, Tasman Marlborough, Auckland, Wellington and lower South 50+travellers from Canterbury, Nelson, Tasman Marlborough, Auckland, Wellington and lower South Shoppers from Hurunui and Kaikoura
INTERNATIONAL (2022>)
Retired couples and groups of friends
DOMESTIC
LOCALS Family groups
Holiday visitors especially touring Australian families / couples Visiting friends and family e.g. from USA, UK and Europe International students living in Canterbury Recognised seasonal employment workers from the Pacific Islands
Figure 5.0: Summary of Target Audiences Segments ‘Locals’ are visitors from within the wider Canterbury region (covering the geographical expanse of the Canterbury Regional Tourism Organisation area) while ‘Domestic’ includes visitors from the rest of New Zealand and ‘International’, visitors from overseas.
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