The Kapiti Coast District Council will soon launch a new digital marketing strategy, aimed at increasing the $88 million the district receives from tourism.
While tourism growth has slowed over the last three years - from 13% percent in 2015 to 0.2% percent in 2017 - the district still does well compared to the rest of region, second only to South Wairarapa in terms of contribution to GDP.
Council research indicates that domestic tourism accounts for 95% of revenue from visitors, with Wellington City residents being the biggest spenders at $54 million dollars, followed by Manawatu-Wanganui folk forking out $37 million dollars.
The council’s vision is for Kāpiti to be a popular, vibrant and thriving year-round destination for our nearest neighbours.
Most tourists are older visitors, in the 40-plus age group, but the fastest growing demographic are the 25-39 year olds.
Councillor Angela Buswell says this is “a great opportunity to profile our wonderful district and to really amplify our message through digital channels to target regional, national and international visitors.”
She says, “We will also be engaging directly with tourism operators, to help drive business growth and innovation in the sector.”
A strong major events programme and building the popularity of day trips, is also part of the council’s strategy.
In 2017 tourism generated 5.4% of the district’s economy and employed 1,300 people.