With all the press recently around “Freedom Campers”, is New Zealand marketing to the right people to visit and holiday in this country?
From reports, it seems that the costs on regional councils to accommodate freedom campers successfully is high. In most regions, it is placing undue pressure on already stretched budgets and ratepayers.
Along with higher immigration and the flow on accommodation stretch, it would seem better to keep the focus on enticing higher value tourists to New Zealand. Potentially these people would spend more, providing a better return to the country and less environmental impact than large volumes of freedom campers.
Marketing to the right people is an essential factor in obtaining the best ROI. Understanding who you are targeting and the value these connections/people are to your business are foundational aspects to consider when marketing.
Dependant on what your business and marketing plan is, it may well be better to invest more targeting a higher value niche/group. This niche could be slightly smaller in number. However, if you convert a higher percentage, you would expect to achieve a far better ROI.
If New Zealand is targeting freedom campers as part of its broader marketing strategy, then they appear to be successful in the growing numbers mentioned in the news. However, it is harder to see a good ROI with all the extra costs on New Zealand regionally and as a whole.