Focus on Tourism
Since its inception, DWC has provided significant financial support to the tourism industry, which many operators have successfully converted into new jobs, new opportunities and industry growth. It was a tourism venture, Punakaiki Canoes, that secured DWC’s first ever loan in 2001, and that December a suspensory loan to Tourism West Coast was approved for $374,000 to allow the Regional Tourism Organisation to lead a rebranding exercise for the West Coast. DWC has provided over $20m of commercial funding to existing or start-up tourism businesses. In addition, we have supported the industry through services such as mentoring, training and other business support, or used our communication channels to promote tourism ventures.
Tourism West Coast
A grant from DWC has enabled Tourism West Coast to activate the second stage in its exciting marketing campaign to promote the wider West Coast region to both domestic and international markets.
The Untamed Natural Wilderness marketing strategy has identified an opportunity to bolster visitors during the shoulder seasons, and to find new ways of encouraging tourists to travel wider during their visit to the Coast in order to experience the variety of locations and activities the region has.
The grant fits DWC’s criteria in many ways – not least because growing the region’s visitor economy has been singled out as a key focus of the West Coast Economic Development Action Plan.
The grant from DWC has allowed several activities to get underway, including the promotional campaign “Wake up to the West Coast”. This campaign specifically targets people living in Auckland, Wellington and Canterbury, encouraging them to come to the Coast for their domestic holiday option. Within that target group, families and ‘silver surfers’ – travellers aged over 55 – are defined as the specific audience.
The grant has also enabled Tourism West Coast to refresh its international approach, attending trade shows in Australia, the USA and Europe to show off the beauty and unique activities the West Coast has to offer.
Tourism West Coast has been able to highlight the West Coast Cycle Trail – in particular the Old Ghost Road and the West Coast Wilderness Trail. These two uniquely West Coast activities provide visitors with outdoor activities that promote the region’s natural beauty and rugged landscapes, and appeal to the more adventurous and potentially longerstaying visitor.
Tourism Statistics for the West Coast
Tourism West Coast have compiled the attached fact book with statistics relating to the Tourism Industry and specifically to the West Coast.