Investigating the travel patterns of visitors helps to support and inform decisions about tourism infrastructure across the region
Digital devices and apps are able to provide information on visitor travel patterns, including their direction of travel, points of interest, duration of stay, points of entry and exit from the region and, for international visitors, the port of arrival and departure.
To obtain this information, Venture Southland purchases raw data from GeoZone, a tool used by businesses to connect with tourists who may be in close proximity to them.
The data includes information on:
- Domestic and international visitors and their travel patterns including the average length of time spent in the region, the travel routes they are taking, distance travelled per day and the location of travellers when they used the 'things to do' section.
- The total number of unique users in the region over the month
- Arrivals into the Southland region by location, by days of the month
The accurate insight into the travel patterns of these travellers market is required when looking to develop new tourism products and attractions, and GeoZone data was used to analyse tourist movements on the Te Anau–Milford Sound Highway as part of the Milford Sound visitor movement project.
This analysis identified the routes taken to and from Milford Sound, and revealed that 40% of the free independent travellers using the GeoZone app were travelling via the Southern Scenic Route.
The more information that can be gathered via digital devices and navigation apps, such as GeoZone, the more closely aligned tourism products can be developed within the region.