To say the 2020/21 business year was extraordinary would be an understatement. Over the course of the year, NRDA maintained and strengthened much of our core activity on behalf of the region and introduced a number of new initiatives and interventions to help the region navigate COVID-19 and build back better from the pandemic.
Much of our work was focused around delivering on the Project Kōkiri Nelson Tasman Economic Response & Regeneration Plan, released in June 2020. We are proud to have been awarded the Economic Development NZ Best Practice Award for Collaboration, for our work in driving Project Kōkiri.
Click below to read an update from our NRDA’s Chief Executive and Chairperson.
"The Fantastic Futures Conference was a great event. Things that stood out for me were the overall professionalism of the day, it ran very smoothly and the guest speakers were interesting, engaging and relevant to the students. The food was clearly a hit for the students and I think they responded well to the ‘conference-style’ format."
– Catharine Wood, Teacher of Pathways & Gateway, Nayland College
The Nelson Tasman Intern programme ran for its third successful summer with 10 interns employed across a range of employers and industries around the region. The Interns rated their experience as 4.7/5 and 100% of them would recommend the programme to their peers.
Building on the success of the intern programme, a new Nelson Tasman Grad programme was developed ready for a full launch in February 2022. We trialled the programme in 2019/20 with great feedback - one “shared” Grad was employed in the region, completing 4 x 6-month placements in four different businesses across the region.
"The Intelligent Guardians platform has helped crystallise the movement for making sustainable business part of our region’s story to the world and the initiatives launched by the NRDA through the Project Kōkiri collaboration have ensured the region is capitalising on this opportunity and celebrating businesses who are actively contributing in this space."
– Florence van Dyke, Chia Sisters
"It has prompted us to discover our own backyard - forcing us to do things we probably otherwise wouldn't have. Now when visitors come and stay we are armed with so much more to share with them. We've had fun over summer, as a family, challenging ourselves to get out and experience our home region."
– Adventure Challenge Participant
Social media engagement was significantly above the industry average, across Facebook and Instagram, with overall post reach of 2.4m and 2m respectively. Website visitation and engagement soared, with page views up 63% and the number of unique users up 49% on the previous year. This is on top of the 99% increase achieved last year.
Our sustained efforts pitching Nelson Tasman to national and international media continues to pay dividends with an earned media value for the region of over $5.2m. This does not include paid campaign media or press releases.
Community and Major Events
COVID-19 continued to affect events over the year, despite this our major events programme has exceeded targets securing an ROI ratio of 33:1, well above target.
A key highlight of the year was hosting the Black Ferns v NZ Barbarians match combined with the Tasman Mako semi-final at a time when little rugby was being played around the world.
- 18 Major economic events supported which brought a combined 15,597 out-of-region attendees
- 15 Community events supported
Through facilitation and liaison, we secured several business events for the 2021-22 year including the New Zealand Planning Institute conference. With 540 pax, this was the largest conference to be held in the region since 2014.
We submitted bids for specific conferences, including the Tourism Export Council of NZ which is secured for August 2022 with 320 pax over 3 days.
Business events exceeded targets despite ongoing staffing challenges for catering companies and venues, attracting in total over 2800 out-of-region delegates during January to March – 40% ahead of target. 98% of these delegates attended events outside of high season and above the target of 80%.
NRDA secured funding to develop the Nelson Tasman Destination Management Plan. Building on the strong foundation that NRDA has developed through years of support, association, and collaboration with individual operators in visitor industry, we have created a plan that will help the visitor sector navigate the ongoing COVID-19 challenges and strengthen the sector to support better outcomes for the region environmentally, socially and culturally, as well as economically.