Visitor Numbers to Kapiti Coast Show Positive Increase
More visitors are choosing the Kapiti Coast for overnight stays. Bold, innovative marketing campaigns by Nature Coast
Enterprise are one reason why, says its chief executive, Chris Barber. He said this in response to new figures released
by Statistics New Zealand.
Its latest Commercial Accommodation Survey for November show guest nights across the Kapiti Horowhenua region increased
by 8 percent, compared to an average national decline of 1.5%. Figures for the whole year ending November 2011 show
total guest nights up by 8.2% with domestic guest nights registering a 10.55 increase
These results show that our focus on the domestic market and our partnership with Luvly Advertising and the AA has
worked well for the Kapiti Coast. It has been a comparatively good year for the local visitor industry.
Nature Coast had stepped up its marketing campaigns using innovative approaches and new media. The retro illustrations
created by Luvly Advertising, the use of online campaigns, targeted print media, and a push in the Auckland market,
using Air New Zealand’s direct links with Kapiti Coast Airport, are paying dividends.
Nature Coast used AA Travel to directly target its online members in Auckland to encourage them to use the new air
service to Paraparaumu and spend the weekend on the coast. The prize of a complimentary trip for a Kapiti Coast weekend
saw almost 8,000 entries – the second highest number the AA has ever received for similar promotions. Of these 2,447
have asked for further information on Coast.
The achievements come on the back of a sterling performance of our new i-site at Paraparaumu which scored a 100% mystery
shopper result in the first year of its operation. I-site staffs also meet all incoming passengers at the airport to
give visitors that friendly ‘Kapiti Coast welcome’.
Marketing campaigns initiated over December 2011 onwards will help extend the attraction of summer visitors. As the
Regional Tourism Organisation, we are committed to ensure the visitor industry is highlighted as a significant economic
earner to the district by creating an effective platform for the Kapiti Coast brand and its attractive basket of
products.
For more information visit wwwnaturecoast.co.nz
ENDS