6th March 2023 By Contributor
Tairāwhiti’s resilience will see the tourism industry bounce back stronger than ever and attracting the ‘right’ visitor at the ‘right’ time remains crucial to achieving visitor spend growth, writes Holly Hatzilamprou, regional tourism manager at Trust Tairāwhiti.
Cyclone Gabrielle devastated the Tairāwhiti region, and the tourism industry has taken a significant hit. It is essential to understand that the Tairāwhiti region is resilient, and with strategic planning and practical support, the tourism industry can bounce back stronger than ever.
The first step towards recovery is to understand the extent of the damage caused by the cyclone. Local authorities are assessing the damage caused to regional infrastructure and are working to repair and restore this.
The water crisis remains a great concern for Gisborne city’s reticulated water supply users. Businesses can operate but must have water reduction strategies in place and if at any point the crisis worsens face being asked to shut once again.
Getting in and around Tairāwhiti has its challenges. Air travel is running with Gisborne Airport being fully operational. Air New Zealand is flying into Gisborne from Auckland and Wellington with an additional temporary service between Gisborne and Napier available for travel through to 25 March 2023.
Travel by road has its challenges. Many roads have reopened, and bypass routes are being worked on. Some State Highways in and around the region remain closed, many rural roads are closed or have restricted access. Popular touring route State Highway 35 remains closed between Tolaga Bay (Uawa) and Te Puia Springs; State Highway 38 between Wairoa and Lake Waikaremoana is closed. Access to Hawkes Bay via SH2 between Wairoa and Napier also remain closed.
Cyclone Gabrielle came in the wake of Cyclone Hale, these weather events came after what was looking to be a fruitful summer season for the sector with the total tourism expenditure for Tairāwhiti seeing an increase of 6.1%, in the year to December 2022 compared to a year earlier.
The ongoing impacts for the sector is a big concern. A significant drop in revenue with many cancellations are being received across the sector. This has resulted in a decline in visitor numbers and visitor spend during the tail end of the summer season. All indications show that this decline will continue through the autumn months.
Tourism can play a significant role in the economic recovery of Tairāwhiti, alongside primary industries, manufacturing, and service industries. The industry is a major employer in the region and offers a range of jobs across various sub-sectors. Tourism remains a significant economic contributor and is an essential source of income and employment for the region.
Now the recovery is underway, the focus has shifted towards promoting the region as a safe and attractive destination for visitors. It is essential to leverage the power of social media and other digital platforms to spread the message that the Tairāwhiti region is open for business. Attracting the ‘right’ visitor at the ‘right’ time remains crucial to achieving visitor spend growth. Promotion activity will reflect the uniqueness of this region’s diversity, heritage and taonga.
We encourage all potential travellers, including those keen to check in on family and friends, to book ahead to confirm with accommodation providers and experience operators before they arrive. Businesses that can operate safely will value your support and will be essential to our region’s recovery, bringing money into the economy and supporting jobs and businesses.
Destination management is the key to maintaining the alignment, sustainability, growth, and recovery of our regional tourism systems. We will maintain and cultivate key partnerships with mana whenua and the Gisborne District Council to achieve our collective shared vision.
The Tairāwhiti tourism industry can and will recover from the devastating impact of Cyclone Gabrielle. By repairing the damage caused by the cyclone, promoting the region as a safe and attractive destination, and involving the local community, the tourism industry can bounce back stronger than ever.
