Kayaking at South Bay Kaikōura Kayaking at South Bay Kaikōura

‘Deeper dive’ is key


Regions and other places that can tell a different story and provide a ‘deeper dive’ into local experiences are the ones that are most likely to succeed in the domestic market, says Louise Frend, destination advisor with Destination Kaikōura.

She says the travel trade can benefit by doing the same – packaging and promoting smaller, authentic operators that may not have had a high profile in the past.

‘New Zealanders already know about the high level stuff, so we need to be talking about the new product and the established operators who are developing different tours and products.’

Frend says Kaikōura has had considerable success in recent weeks, with visitation during the school holidays up 56% over the same time last year. However she emphasises that Kaikōura and all regions in the country need to look beyond their own borders for shared success.

‘For New Zealanders the experience is also about getting between the regions – what’s on the way, what does the journey look like?’

Frend’s role wth Destination Kaikōura includes ensuring that huge media interest is capitalised upon and that the story of the region’s businesses and attractions is spread far and wide to attract further visitation.

She says a breakfast at Bernie’s Diner is the type of activity that Kiwis may not ne aware of but which could nicely be packaged up as part of a Kaikōura experience.

Only opened this month, the venue is an American style diner and car museum rolled into one.

Glencree Estate is a new family owned and operated retreat between the Southern Alps and the coastline. It offers guided hunting, 4WD tours , guided wildlife walks and mountain biking. A mountaintop champagne lunch can be organised.

Other experiences include Karaka Lobster, Glenstrae 4WD and Driftwood Eco tours.




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