Holiday parks feeling optimistic
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The Holiday Parks Association (HAPNZ) has introduced a Business Confidence Monitor to regularly assess the mood of its 300 holiday parks and measure trends. Results from the first of the monthly series show a net +44 score on the business confidence index, meaning 44% more respondents are currently optimistic than pessimistic.
Confidence for the next 12 months is even higher at +50.
HAPNZ Chief Executive Fergus Brown says summer trading to date has been solid around the country, with better weather than last summer boosting business. However, the global economic situation was continuing to impact on the number of international visitors using holiday parks.
Overall, HAPNZ members felt that demand in December 2012 was about the same as in December 2011. But the majority expected demand to increase in January compared to the same month last year.
"It is interesting to see that holiday parks are expecting the New Zealand Cycle Trail will help significantly increase demand, and we are already seeing this happen in some regions," Mr Brown says.
However, the biggest influence on increasing demand for holiday parks was the appeal of the region, the HAPNZ Business Confidence Monitor shows.
This highlights the importance of having a good range of activities and attractions for visitors to the region.
"A park might have great facilities, but people want to know there is plenty to do while they're on holiday," Mr Brown says.
It also highlights the value of regional marketing, to promote the appeal of the region.
Regional Tourism Organisations New Zealand (RTONZ) Executive Officer Charlie Ives agrees.
"Coordinated regional marketing campaigns provide returns for the entire region, including businesses that are not directly tourism-related, such as shops, petrol stations and supermarkets," he says.
