Auckland City Council - City Scene

Targeting the Backpackers

One of Tourism Auckland's core objectives is to find ways to make visitors stay longer in the city.

Tourism Auckland's chief executive officer, Lance Bickford, says backpackers are a key group who need to be targeted. To find out more about this potential market segment, they have carried out research to learn what would encourage backpackers to stay longer.

"Some of the most common requests were for a more efficient public transport system, more walkable areas, greater atmosphere with things to do which are less expensive, more cultural and adventure type activities, more night clubs and bars to meet people, better signs, and a safer city," says Mr Bickford.

"Generally backpackers fall into the 18 - 25 age bracket. Most are from the UK and Europe, and many will spend up to six months in the country. Unfortunately, at present most only spend two or three days in Auckland, before heading off for what they see as the adventure parts of the country like Queenstown and Rotorua.

"While Auckland is seen as the gateway to the country and a nice city with a wonderful harbour, we don't have a reputation for providing anything really different. We need to look at ways to change this perception as the city has a lot to offer if we can package it to this particular market segment."

Tourism Auckland, which is largely funded by Auckland City, will now use the findings from the report to look at ways for encouraging longer stays and working with the tourism and attraction operators in an effort to meet backpacker needs.

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