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Record numbers enjoy DOC Great Walks


22 April 2013

Record numbers enjoy DOC Great Walks

Record numbers of people have walked a Great Walk so far this season, the Department of Conservation says.

Figures show 74,454 people (made up of 55% international tourists and 45% New Zealanders) walked one of the nine Great Walks from July to March, compared with 67,857 for the same period last year—an increase of nearly 10 per cent.

In comparison, the previous four years saw an increase of only 1900 walkers or 1% per year.

DOC Director Commercial Business David Wilks puts the growth down to the Department’s increased focus on marketing the Great Walks over the last year, boosted by the successful partnership with Air New Zealand and great summer weather.

“This is a stunning result and confirms our efforts to develop the Great Walks brand and promote the tracks to get more people out enjoying them.”

“It also reflects our partnership with Air New Zealand and shows how DOC can achieve more for conservation by joining forces with others.”

Last year DOC embarked on a national marketing campaign to promote the Great Walks. The campaign included new Great Walks branding, web presence, videos and brochures.

The partnership with Air New Zealand has extended this marketing through such things as promotion of travel and accommodation packages and the international Great Walker competition. Its inflight promotions included a safety video featuring Bear Grylls on the Routeburn Track and profiles in Kia Ora magazine.

Building on the success of the Great Walks brand, DOC is now working with regional tourism organisations and other partners to develop a new range of walking experiences to get even more people out enjoying our spectacular conservation areas, which will be announced later this year, says Wilks.


–Ends–

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