Waipā visitor sector booms despite COVID-19 — report

Waipā District’s tourism visitor sector has reported a healthy visitor spend in spite of successive COVID-19 lockdowns, according to a report to Council by regional tourism operator [RTO] Hamilton-Waikato Tourism.

Annual visitor expenditure for Waipā increased 14 percent to year-end June 2021, up on previous years, including 2019; pre COVID-19.

Waipā’s local economy saw a healthy injection of $138m from the visitor economy for the year ending June 2021 (based on electronic card transactions). The numbers narrate a significant noticeable rise from the same period ending June 2020 ($118m) and June 2019 ($125m).

Business Development Manager for Waipā District Council Steve Tritt said the numbers rewarded local business efforts to build the profile of our towns with outsiders.

“While retail, the hospitality sector and local tourism operators definitely felt the sting of COVID-19 during the lockdowns, it’s encouraging to see the numbers in spite of COVID-19.

“We’ve held the ‘weekend drive market,’ and we’ve been popular for visitors especially in the food and hospitality sector. Waipā can feel upbeat about the results of this report in spite of many of our events being postponded due to lockdowns.”

Tritt emphasised how important it was for Waipā residents to shop locally instead of visiting larger urban centres.

“It’s now even more important for our locals to continue to support local business rather than shopping elsewhere.”

Data collected from the Accommodation Data Programme1 showed the occupancy rate in Waipā sat at 46 percent for accommodation providers for year-end June 2021, closely aligned with the regional average of 47 percent.

Both Waipā and the wider Waikato region excelled against a national occupancy rate of 40 percent.

Guests stayed 193,600 nights in Waipā to year-end June 2021.

The 347 AirBnB properties available saw a 48 percent occupancy rate for the 12 months May 2020 to June 2021.

Tourists looking to rent AirBnB rooms in the Waipā district had fewer options to choose from in the year ending June 2021, with 14 of the 361 properties available in the district the previous year not returning onto the market.

A number of projects benefiting Waipā tourism operators were delivered under the Strategic Tourism Assets Protection Programme [STAPP] programme headed by Hamilton-Waikato Tourism, including training local ambassadors to be familiar with the district’s history, tourism destinations and landmarks, and a refresh of many of the local tourism industry’s touring routes.

The report can be read in full in the Finance and Corporate Committee Public Agenda.

1The Accommodation Data Programme succeeded the Commercial Accommodation Monitor. Participation in the ADP is not compulsory. There are 23 Waipā accommodation providers in the ADP.