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Electra Ba5: the Power of The Visitor Dollar


Thu 23 Jul 2015, 5:30pm–7:00pm

Where: Te Takeretanga o Kura-hau-po, 10 Bath St, Levin, Horowhenua

Restrictions: All Ages

Ticket Information:

  • Cost on entry: $5.00
  • Additional fees may apply

The Power of The Visitor Dollar

“Who cares, I’m not in tourism…” is a common response when conversation turns to the tourism industry, especially in provincial centres.

In Lance's view, businesses that understand how visitor and tourism dollars can benefit them both directly or indirectly stand to gain a lot from this lucrative and growing industry. And Horowhenua has a real opportunity to grab a big slice of the action.
There is a general understanding of what the direct spending by visitors through our hotels, motels and tourism attractions looks like. There is however very little understanding about what can happen when businesses, that are not directly or even remotely involved in the tourism sector can achieve by either engaging, in some way with this market, or by supporting marketers and economic development specialists in their efforts to attract visitors.

Many often overlook the fact that most visitors to our region or town tend to be people travelling on their own itineraries in their own vehicle, a motorhome or in a rental car, and that their needs for products and services can be very similar on a day-to-day basis to those of the local community.

As an example, there are now 60,000 members of the New Zealand Motor Caravan Association in New Zealand. Many of these members own RVs upwards of $250,000 and spend some, or even all of their year on the road. Essentially they are houses on wheels, and they add to the resident population any time they are on your patch. These people may have recently retired, have sold their large home in Auckland, and have bought a small retirement bach for base, along with this “home on wheels”. Baby Boomers, in particular, seem to have little interest in retiring to a life of lawnmowing, and sitting on the same porch, looking at the same view, day after day.

Lance Bickford, a destination marketer with international experience, and has worked with a number of regions and organisations to help unlock the potential of the visitor dollar.

Come along to hear more about the practical ways you can benefit from this lucrative sector in his five steps of separation presentation.

To register please email

For further information please contact Shanon Grainger, Economic Development Manager, Horowhenua District Council at, or call on +64 6 366 0999