Please distribute to all staff

July 17, 2009

Kia Ora !*FIRSTNAME*!,

A big thank you to those operators who assisted with our Aussie Bushfire visitors this week.  9 victims of the Victoria Bushfires were bought over thanks to funds raised by More FM and enjoyed a five day holiday where they experienced everything from a Mayoral welcome to a cultural evening at Mitai.  We will never comprehend the memory and experience these people have been through and to have a small part to play in their recovery was humbling indeed.

A reminder from Grant in the i-site that he is about to produce the next Rotorua Hot Deals brochure, promoting attractions and activities.  If you would like to be included, please contact Grant on 3484135 or by 21 July.

Website listings were due for renewal at the beginning of this month.  Call Adrian Hodge on 349 7281 if you have any questions or click here to sign up.

GNZTR has appointed a new representative, with Kerryn Ralston (formerly of ATS Pacific) recruited as the new administrator.  However, please note any queries from Rotorua operators on GNZTR matters such as website, activity, product manual etc, please contact James from our office in the first instance.  .

Last week, some of those in the central city would have noticed a helicopter hovering very close to the ground!!  That was DRTM filming the new TV commercial, due to air in September.  The story centres around a group of friends from the city (let’s say Auckland) who decide to go to Rotorua for a long weekend break.  It’s fast based, aerial footage is hoped to entice groups of friends in the 30ish age group to holiday here as recent figures show they stay an average of 3 days and spend quite well. Bring it on!!!

And finally, can you diarise 26 August as our next industry forum.  Being held at the Rotorua Convention Centre, it will commence at 1pm and conclude at approximately 4pm.  We are hoping to have a representative from Tourism NZ there to update us on current market conditions and predictions.  A separate advice will be sent about this next week.

Kind regards
Ruth Crampton
Assistant General Manager
DDI (07) 349 7280

In This Issue

Australian Update

Australian visitors to New Zealand seem to be peaking currently and we hope Rotorua is receiving it’s fair share. Some projects currently underway in Australia to help build us up towards trans Tasman operations are as follows:

  • Schweppes promotion to 12.7 million households giving away four family holidays to Rotorua
  • Promotions with ANZCRO for a Spring Campaign
  • Participation with Newmans on their Roadshow – 27 – 31 July
  • Frontliner Training and Product Manager calls with 5 operators – 17 – 21 August
  • Appointment of PR Advisor, Hannah Blake has already resulted in two media visits – Men’s Fitness Magazine and Wellbeing magazine. 
  • Exploration of a viral consumer campaign for October
  • Ongoing frontline famils – 150 frontline staff targeted for the 09/10 year.  10 Flight Centre scheduled for September.
  • Trade and C & I newsletters

Please keep us posted of your Australian activity and news as we are keen to increase our PR activity in Australia with the appointment of Hannah.   

Backpacker Activity

DRTM is planning some backpacker activity later in the year.  If you are actively involved in the backpacker segment and may wish to be part of this please send James an email at

Some of you may be aware of the progress that NZ Backpack has made over the previous few months. They now have their new website live, so please go and check it out.

The aim of is to showcase the scale, the quality and the variety of New Zealand Backpacking. The organization will support this by advocating for the sector with government and tourism agencies. All profits from advertising income will be used by the committee for advocacy issues on your behalf. There is also a backpacking sector dedicated conference too, that will be held in September in Auckland.

There are 3 categories of membership for For more information visit the website or email Jim at who is dealing with subscription enquiries

Activity Plans 09/10

The 09/10 Activity Plan has now been completed.  Copies are available by emailing .  The main changes in our strategy this year is to focus on marketing to interest groups.  We have identified 9 types and these will vary depending on the origin market. 

Family, Outdoor, Adventure, Mountain biking, Water based, Luxury, Maori Culture, Geothermal and Wellness and our main targets.  C & I of course is an ongoing target market.

New print and online templates are being designed to speak specifically to our target markets.  For example the attached with the headline “Rip into Rotorua’ is designed for the domestic family market.

The website is also being rejigged to reflect talking to these groups specifically and this new look will be in place after August.  A lot of work has gone into keyword searches to ensure we are on the mark.

Rotorua Convention Bureau Update

Four Famils have been through since the last update:

Katrina Perry from Magnet Design
Beca staff from various North Island offices
The FCm Travel national sales team came to town for a strategy meeting and famil
Neva Morrisey of Ci Events from Melbourne

Peter McDougall from Go Vita will be here this weekend, prior to Meetings.

The invites for the Rotorua Mega famil  to be held 20/21 August have gone out and we have around 60 registered so far. Please let Melissa at the bureau know if you have anyone that you wish to receive one of these invites.

Meetings Tradeshow is on in Auckland next week with both Ruth and Melissa attending in their cocktail gear as the area has been themed up as a Cocktail lounge with theming to suit.

Planning for the 09/10 year continues with the schedule for networking functions with industry partners taking shape. If you see value in joint product updates to clients or joint networking functions, please let Ruth or Melissa know.

To see our latest C&I client newsletter, click here

Trade Familiarisations

June 16 – 17th - Indian Education Group - India

June 23rd – 26th - TNZ Luxury Famil - India and Singapore

June 27th – 29th - Newmans Reservations - Australia

Media Update

Tourism NZ is starting to focus on PR for the 2011 Rugby World Cup and is on the lookout for rugby-related stories. Teams with a difference, outstanding players, products that may be related… anything will be considered. High quality rugby images are also needed. Please send anything you may have to Justine. All relevant ideas will be forwarded to TNZ for inclusion on its media website.

Thanks to those of you participating in the Daily Post famil programme. This is ongoing, with business editor Julie Taylor doing famils as often as time permits. DRTM’s column also continues to run fortnightly.

We received The Biggest Loser result this week, following filming of the Australian show here in February. The Rotorua segments will be available to view on our website soon.

Other great media results can be viewed online at

Visitor Activity Statistics

New Zealand Tourism Industry Monitor – July 09

July survey results were not available at time of preparing this newsletter.  Click here to link to the latest Tourism Industry Monitor results.  

New Zealand International Visitor Arrivals (IVA) – May 09

International visitor arrivals to New Zealand for the month of May 2009 were up 1.0% over May 2008.  Arrivals were up from Australia (up 15.8%), USA (up 1.8%), and Germany (up 11.7%).  There were fewer arrivals from UK (down 3.6%), China (down 32.8%), Japan (down 41.8%) Korea (down 54.4%) and Canada (down 3.6%).

Rotorua Commercial Accommodation Monitor (CAM) – May 09

Visitor nights spent in Rotorua commercial accommodation for the month of May 2009 were down 3.8% over May 2008 (versus -0.6% nationally) - domestic visitor nights were down 2.1% (versus -0.5% nationally) and international visitor nights were down 6.2% (versus ‑0.9% nationally).  For the same period, sectors of Rotorua commercial accommodation with positive growth in visitor nights were hosted (up 18.0%), holiday parks (up 16.5%) and motels (up 1.8%).  Sectors with negative growth were hotels (down 10.4%) and backpackers (down 11.1%). 

Rotorua Attraction Monitor – May 09

Visits to Rotorua Attraction Monitor participant businesses for the month of May 2009 were down 16.9% over May 2008 - domestic attraction visits were down 3.1% and international attraction visits were down 23.7%.

Most of the tourism monitors are freely available by subscription and can be downloaded from
For more information about Rotorua visitor statistics or to subscribe to any of the monitors please contact Gina on DDI (07) 349 7289 or 

Events - August 2009

NZ Breakers vs American College Team
Wednesday August 12, 2009

It's taken three years of planning and discussions, but Events and Venues Rotorua and Rotorua Basketball have finally been successful in bringing... More info...

Tough Guy and Gal Challenge
Saturday August 15, 2009

So you're tough, but are, you tough enough to take on the original Waikato Draught Tough Guy and Gal Challenge? This unique off-road running event... More info...

BOP Steamers vs Wellington
Saturday August 15, 2009

The Steamers are the flagship team of the Bay of Plenty Rugby Union. Bay of Plenty's top team were the inaugral winners of the first ever NPC is... More info...

Rotorua Wearable Creations 'n Colour Awards 2009
Thursday August 20, 2009 - Friday August 21, 2009

A charitable wearable arts style fashion show, the Rotorua Wearable Creations 'n Colour Awards showcase the talent of many people from throughout... More info...

International Netball
Wednesday August 26, 2009

The Silver Ferns will take on The World Invitation in the New World International Netball Series in Rotorua 26th August. The World Invitation,... More info...

Rotorua Kennel Association (Inc) Championship Dog Shows
Saturday August 29, 2009 - Sunday August 30, 2009

When hundreds of dogs will be exhibited of approximately 100 different breeds Plus stalls for the purchase of canine paraphernalia etcetera For... More info...

N-Duro Winter Mountain Bike Series: Race 3
Sunday August 30, 2009
The third and final race of the N-Duro Winter Duathlon Series. Race over challenging terrain on a one lap course of the Whakarewarewa trail network.... More info...

For more information or to check out the latest events, go to

Dates for the diary

Blue = Destination Rotorua Marketing participation


22 –23 July, Meetings, Auckland

20 –29 July, UK IMA Meeting, London

26 August, DRTM Industry Forum, Rotorua

27 – 31 August, Newmans Roadshow, Australia

11 –12 August, ITOC Conference, Gisborne

17 – 21 Aug, Australian Frontliner Training, Brisbane / Sydney

20 – 21 Aug, Auckland C & I Mega Famil, Rotorua

1 – 5 September, SE Asia Trade Training, Singapore / Thailand

7 –11 September, Kiwilink India, India

7–8 October, CINZ Conference, Blenheim

Recipient and sender details

We have collected your contact details. This information is collected to enable us to keep you up to date with tourism news pertinent to the Rotorua tourism market and keep you informed of the activities of the Destination Rotorua Marketing office. We will not disclose your contact details to third parties.

Ruth Crampton
Assistant General Manager
Destination Rotorua Marketing
Private Bag 3007, Rotorua
Phone +64 7 349 7280
Fax +64 7 349 4133