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The East Coast/Hawkes
Bay Travel Market
by Alasdair
McIntyre, 7th August 2007
In the year ended March 2007, the East Coast/Hawkes Bay market (comprising the urban
centres of Gisborne, Hastings and Napier) accounted for 5% of New Zealand's total population of 4.2 million but
a below average 3% of all overseas travel departures.
In the twelve month period under review, a total of 52,708 residents of the
East Coast/Hawkes Bay region
departed on overseas trips, representing 1
overseas trip per 3.8 head of population. This
compared with the national average ratio of 1 overseas trip per 2.2 head
of population and, along with Northland, put the region at the bottom of
the ladder for overseas travel penetration of its market population .
In the year ended March
2007, the East Coast/Hawkes Bay resident was
more likely to travel overseas on
"holiday" at 47% of all departures, than the national average of 42%. On the other hand, the
East Coast/Hawkes Bay traveller
was much less likely to travel overseas for "business" reasons at
13% than the national average of 19%.
In the year ended March
2007, 53% of all East Coast/Hawkes Bay overseas departures were bound for
Australia as their "area of main destination" (compared with
the national average of 50%), with 10%
leaving for Asia and 9% for Europe. 7% of all East Coast/Hawkes Bay
overseas
travellers were bound for the "other" South Pacific Islands
in the twelve month period, with 6% heading for North America and
6% for Fiji.
East Coast/Hawkes Bay
TRAVEL TO AUSTRALIA
In the year ended March 2007, total East Coast/Hawkes Bay departures to Australia, as "area
of main destination", fell by 1% with "holiday" travel
down 5% and departures for "VFR" and "business"
reasons up 3% and 4% respectively. The East Coast/Hawkes Bay share of total New Zealand travel to
Australia in the twelve month period was recorded at 3%.
East Coast/Hawkes Bay
TRAVEL TO ASIA
Total
departures to Asia from the East Coast/Hawkes Bay market increased by
9% in the year
ended March 2007, with "holiday" travel up 14% and departures for
"VFR" reasons down 13%; "business" travel rose
by 23%. The East Coast/Hawkes Bay share of total New
Zealand travel to Asia in the twelve month period was recorded at 2%.
East Coast/Hawkes Bay
TRAVEL TO EUROPE
Total
departures to Europe from the East Coast/Hawkes Bay market increased by
2% in the year
ended March 2007, with "holiday" and "VFR" travel up 14% and
2% respectively; departures for "business" reasons fell by
14%. The East Coast/Hawkes Bay share of total New
Zealand travel to Europe in the twelve month period was recorded at 3%.
East Coast/Hawkes Bay
TRAVEL TO NORTH AMERICA
Total
departures to North America from the East Coast/Hawkes Bay market
increased by 7% in the twelve month period under review, with "holiday"
and "VFR" travel up 9% and 11% respectively and departures for "business"
reasons unchanged. The East Coast/Hawkes Bay share of total New
Zealand travel to North America in the year ended March 2007 was recorded
at 3%.
East Coast/Hawkes Bay
TRAVEL TO FIJI
East Coast/Hawkes Bay
travel to
Fiji declined by 5% in the year ended March 2007, with "holiday"
and "business" departures
down 9% and 8% respectively and "VFR" travel up 16%. The East Coast/Hawkes Bay
share of total New Zealand travel to Fiji in the twelve month period under
review was recorded at 3%.
East Coast/Hawkes Bay TRAVEL TO THE OTHER SOUTH PACIFIC ISLANDS
In the year ended March 2007, total East Coast/Hawkes Bay departures to the "other"
South Pacific Islands, as "area of main destination",
increased by 20% with "holiday" and "VFR" travel
up 21% and 6% respectively and
"business" departures down 5%. The East Coast/Hawkes Bay share of total New Zealand travel to the "other" South Pacific
Islands in the twelve month period ended March 2007 was recorded at 3%.
Each quarter, asmal new
zealand travel provides a full analysis of New Zealand outbound
travel by all regional markets and purpose of trip. asmal new zealand travel's
fifty page analysis of the New Zealand outbound travel
market is published
in full interactive Acrobat format and delivered to subscribers by e-mail.
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