South Catlins Visitor Survey Report – November 2000 – February 2001

Between November 2000 and February 2001, the South Catlins Promotions Association surveyed visitors at the car park at Curio Bay to find out their perspectives on the area and travel movements.  In total, 1161 visitors were surveyed.  Surveying was carried out two days a week on either, a Tuesday, Wednesday or Thursday each week for a 12 week period.

Of the 1114 who responded to the question on age group, 20% were between 31- 40, 18% between 26-30 and 18% 51-60 years of age.  A further 14% were between 21-25 and 11% percent over 60 years of age.

Thirty-nine percent travelled by rental car through the Catlins, with 34% travelling in private cars and 16% in campervans. The remainder (10%) travelled by bus.

When asked how long they were staying in the Catlins 35% were visiting for the day. A further 22% spent one day in the Catlins and 24% of respondents spent two days.

Thirty percent of those surveyed said their permanent country of residence was New Zealand.  Of these 377 responses, 24% were from Canterbury, 17% Otago, 16% Southland, 14% Lower North Island, 10% Central North Island, 10% Auckland, 6% Northern North Island and 2% from Nelson.

The international visitors surveyed came from the United Kingdom (20%), Germany (13%), North America (8%), Holland (7%), Australia (6%), Switzerland (3%) and Israel (3%).

Visitors were asked where they stayed the previous night, 28% said Invercargill.  Ten percent stayed in Papatowai, 9% Owaka, 8% Dunedin and 7% said Te Anau or Manapouri.

When asked where they intended to stay that night, 27% said Dunedin, 18% Invercargill, 7% Papatowai, 6% Owaka and 5% said Te Anau or Manapouri.

Eighty-seven percent cited the reason for being in the Catlins as a holiday.

Of those surveyed 18% had visited the Purakaunui Falls, 17% Slope Point, 16% Nugget Point, 15% Waipapa Point, 14% Cathedral Caves and 10% McLean Falls.

Visitors were asked about their understanding of the words "heritage trail". Some 54% said it was a historical trail, 11% said it meant points of interest, 7% pioneer or something old, 7% cultural or natural and 6% said it was something to keep and preserve.

Twenty-six percent of respondents said that they usually stayed in camping grounds while on holiday, 23% said they stayed in motels and 23% stayed in backpackers accommodation.  When asked what type of accommodation they were staying in during their visit to the Catlins 34% said camping grounds, 22% said backpackers and 14% said motels.

Generally visitors rated the facilities either average, good, ok or fine (48%). Twenty-eight percent said the facilities were excellent, very nice, great or very good.  A further 5% commented that signage was bad. This comment often related to visitors having difficulty finding directions when leaving Invercargill.

When visitors were asked about their impressions of the Catlins, 60% responded with the words, interesting, rugged, lovely, beautiful, quiet, wonderful, relaxing, peaceful, tranquil and scenic.  A further 13% said the area was unexposed to tourism, unspoilt, had few people, was wild and natural or said it was the end of the world. A further 9% said that they had had a great experience. 6% commented on the wind and rain.

Some 29% of visitors first heard about the Catlins from a friend. Twenty-four percent heard about the area through brochures and magazines, 15% from Lonely Planet and 15% through travel agents and guide books.

Twenty-two percent cited the reason for coming to the Catlins as being to experience the birds, wildlife and natural features. Twelve percent said they came because the area was less touristy and peaceful. A further 10% said they were travelling around New Zealand.

When asked to rate the level of service in the Catlins 55% said that is was average, ok, good or fine. Twenty percent said the service was very good, while a further 13% said the service was of a high standard, excellent or wonderful.

Visitors were asked to comment on any improvements or new activities they would like to see in the Catlins, of these 30% said they would like to see the roads improved. Twenty-five percent said the area should be kept as it is while 7% wanted to see more cafes, shops and petrol outlets.

When asked would they return to the area 86% said yes. Thirteen percent said no.  Of that thirteen percent, 52% cited their reason for not returning as being that they lived too far away.  Twenty-one percent said that they would go somewhere else on their next holiday or that they were only visiting New Zealand once. Six percent said once was enough.

Visitors were asked what they thought of when they heard the word Catlins. Of these 20% used the words native forest, pristine, nature, bush, walks, landscape, sea cliffs, coastline and waterfalls. Nineteen percent said rugged, beaches, ocean and water. Nine percent said wildlife.

To purchase a copy of the South Catlins Product Development Strategy for Tourism, which contains the resident research, please email info@catlins.org.nz.

The cost of the copy of the strategy is $ 30.00 inclusive of GST.

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Site Launched 09-Mar-01. Last Update 04-Sep-02.