How do we do this?
Working under a private-public partnership model, Hamilton & Waikato Tourism receives council funding from our seven city and district councils (Hamilton City Council, Waipa District Council, Waikato District Council, South Waikato District Council, Waitomo District Council, Otorohanga District Council and Matamata Piako District Council). This support enables us to promote the region to visitors, media and the travel trade.
Our promotional work includes our regional website www.waikatonz.com, media and trade pitches, familiarisations, sales meetings and trips, attendance at trade shows, working with key industry partners – including Tourism New Zealand and neighbouring regional tourism organisations – and running complimentary local industry events.
As part of the private-public partnership model, Hamilton & Waikato Tourism also seeks local businesses and attractions to partner with us each year on various ‘opt-in’ regional marketing and promotional initiatives.
These partnerships allow us to work collaboratively as a region, and achieve scale and impact in what remains a highly competitive marketplace – both internationally and domestically.
Hamilton & Waikato Tourism has also recently expanded the scope of its activities to focus on product development which involves identifying and supporting opportunities to strengthen our region’s visitor proposition.
Current tourism situation
Hamilton & Waikato has a catchment of 2.3 million people within a three-hour drive radius, while the city of Hamilton itself serves as a gateway for those arriving by air.
The region has a significant, vibrant and growing tourism sector. New Zealand’s fifth largest tourism region by value ($1.23 billion visitor expenditure), Hamilton & Waikato is one of only five regions (out of 29) with visitor expenditure of $1 billion or more (alongside Auckland, Wellington, Queenstown and Christchurch).
Hamilton & Waikato is well-placed to deliver sporting and business events, accounting for 311,000 delegates’ days. The region also hosts a large Visiting Friends and Relatives market, accounting for 59% of guest nights.
For the past four years the region has experienced solid growth from international visitor expenditure and guest nights, performing well above national levels. There has been modest growth in domestic guest nights.
The Hamilton & Waikato Visitor Strategy 2014 sets out to grow the visitor expenditure in this region from $1 billion in 2014 to $1.35 billion in 2025. To this objective, the region needs to achieve 2.7% growth per annum. This will require investment in new visitor experiences and infrastructure that will grow existing markets and spend in the region, as well as attract new markets.
Why partner with us?
Each year Hamilton & Waikato Tourism works to achieve an agreed target for the value of tourism industry investment, in order to further leverage local government's investment and show our council partners the industry commitment to tourism in the region. This is a significant amount, but, with your support, it’s a target we’re confident we can achieve.
Areas in which you can work with us include:
- Domestic marketing
- Short Escapes campaign
- Explore Your Own Backyard campaign
- Chinese New Zealanders
- International marketing
- Explore Central North Island
- Tour the North Island Australian Campaign
- Convention Bureau
- Official Regional Visitor Guide
For a full overview of the activities we undertake and further information about how you can partner with us, please download a copy of our 2020 Partnership Prospectus below.