Second Strongest Year for Wellington Tourism Despite Global Downturn

Wellington’s big picture vision and investment in different market sectors has helped shelter the Wellington tourism industry from a global downturn, with the city posting its second strongest guest night performance ever.

The 2008/09 Annual Report of Partnership Wellington Trust (PWT), trading as Positively Wellington Tourism, outlines the successes and challenges of one of the country’s most celebrated destinations in what has been a cornerstone year in New Zealand tourism.

Wellington city guest nights were down a minimal 0.14% in 2008/09, compared to the record 2007/08 year, Trust Chair Glenys Coughlan says.

“Given the world is in the midst of a downturn and other major centres in New Zealand have seen declines of around 4-9%, having maintained record levels is incredible and is testament to not only our team, but our partners’ investment and their own activities.”

The stability was credited to a strong domestic market – guest nights were up 2.5% on the year before – and Australian growth offsetting declines in long haul markets such as the UK and United States. Direct visitor arrivals into Wellington from Australia increased by 6.4% in the year to June 2009, compared to the previous year. This exceeded national inbound growth from Australia of 3.9%.

PWT Chief Executive David Perks says Wellington City Council’s investment in online marketing has proved particularly significant, with a 42% increase in visits to WellingtonNZ.com seen in the second six months of the year, compared to the same period in 07/08.

“The way people communicate, and therefore the way they make decisions, has changed dramatically over the past 12 months. With the new funding we have been able to put in place a dedicated online marketing team who are charged with entering and starting discussions about Wellington online. Combined with our advertising and communications programmes, this saw our website receive record visits of over 1 million.”

While things are positive, Wellington isn’t resting on its laurels, Ms Coughlan says.

“We want another record year and product development and increasing our investment in performing markets such as Australia will be vital to achieving this in 2009/10.”

PWT will continue to look for opportunities such as its involvement in developing the Wellington On a Plate festival with Grow Wellington. The organisation is also working on matching funding for Australia marketing pledged by Wellington City Council on the proviso it is equalled by central government or industry investment.

“The coming year also has exciting things afoot in the product development realm, with the new visitor centre due at ZEALANDIA: The Karori Sanctuary Experience due to open in April, and progress with Carter Observatory and the Marine Education Centre looking extremely positive,” Ms Coughlan says.

A copy of the Partnership Wellington Trust 2008/09 Annual Report can be downloaded at WellingtonNZ.com/Annual Report

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