Full Feasibility Study Report - Far North District Council

GROWTH FORECAST FOR FAR NORTH COAST TO COAST CYCLEWAY
Domestic & International Year 1 Year 2 Year 3 Year 4 Year 5
Total multi‐night users 4000 7000 9200 12000 15000
Total day cyclists 4000 7000 9200 12000 15000
Total Users 8000 14000 18400 24000 30000
TARGET AUDIENCE
The domestic market will initially be targeted, with the aim to grow the international market over
the next five years. The Cycleway research and figures from the Otago Rail Trail show the
importance of the Auckland market. Auckland is already Northland’s largest market (approximately
three hours from the Bay of Islands). The Far North Cycleway provides an opportunity to grow this
Auckland market.
The Far North is already renowned for its large range of water based activities, however, it has very
few land based adventures. There are currently no multi‐day land activities in Northland, like the
walking tracks in the South Island. The development of this cycleway would provide the opportunity
to attract a new and different market sector and would enhance the current experiences available.
The secondary marketing emphasis would be on the Australian market. Australia is Northland’s
largest international market. Destination Northland is currently positioning Northland as a short
break holiday (four ‐ seven days) in this market. There are opportunities to package the cycleway
with current additional product, e.g. an overnight cruise after your ride.
TARGET MARKET SEGMENTS
- Families with children (most growth potential, NZ Cycleway Market Research)
- 40 + age group. Larger and soft core end of the market, who do not want to contend with
the traffic and are more focused on the social aspect. (NZ Cycleway Market Research)
MARKETING QUESTIONNAIRE (LOCAL RESEARCH)
A marketing questionnaire was sent out to local business associations and distributed through their
networks. 20 completed questionnaires were returned. The key findings are:
- 100% thought the cycleway was a good idea, with varying reasons. The key reasons being
an increase in tourism opportunities and positive economic impacts;
- The key or unique selling feature was history and the natural/scenic environment;
- The two key visitor requirements were seen as accommodation and food and beverage. It
was also felt that these were the immediate business opportunities;
- Secondary impacts from cycleway use rated highest in the service and other tourist activities
area;
- Domestic branding ‐ coast to coast followed by history scored highest;
- International branding – history followed by cultural experience;
- 10 year impact – top four were increased tourism, thriving communities, high patronage and
cycleway extended;
- Mixed response to ensuring sustainability – top two comments were individual business
responsibility and rating; and
- Top two training requirements were marketing and hospitality.
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