Earlier this year, CEDA undertook its fourth Community Sentiment Survey to gather local perspectives on the visitor industry in Manawatū. Capturing the views of our community is fundamental to shaping tourism strategies that support economic growth and enhance quality of life in Manawatū. The survey provides robust insights into local perceptions, strengthening our approach to sustainable regional development, and supports the continued roll out of the Manawatū Destination Management Plan (DMP).
Strong Engagement and Growing Representation
This year, we received input from 337 residents – a notable increase of 15% from 2023. This growth reflects the increasing interest the community has in the direction of our region's visitor sector and further strengthens the accuracy and relevance of our findings. The survey also achieved a broader district reach this year, notably Feilding up to 12% from 8% in 2023, while Palmerston North remained the core base at 69% vs 68% in 2023. This gives us confidence that the insights reflect both city and district perspectives, ensuring we have a strong handle on how locals feel about visitation in our region.
Positive Perceptions of the Visitor Economy
The survey results reveal strong community confidence in the value of the visitor sector. Notably:
Feedback from respondents suggest they believe local businesses, employment opportunities, and city vitality are all enhanced by visitors – whether visiting for conferences, sporting events, business travel, family, or leisure activities. The widespread recognition of these benefits demonstrates a shared commitment to positioning Manawatū as a premier destination. |
Advocacy and Ambassadorship
Community advocacy remains a key strength. This year:
When recommending experiences, our residents highlighted:
Awareness of regional assets is also steadily improving, with 62% of locals familiar with the ManawatuNZ.co.nz website – up from 53% in 2023 and 48% in 2022.
We also asked locals why they think people choose not to visit Manawatū. Through this anecdotal feedback the most common theme was that the region suffers from a poor reputation externally. However, most respondents believe this feels like a hangover that is fading, that they can see a positive shift, slowly but surely, away from this negative perception.
| When a region is proud of what they have to offer, visitors feel it too. |
Foward Thinking: Community Feedback Shapes the Future
Although generally the results are overwhelmingly positive, respondents identified opportunities for future focus, including:
This constructive feedback is integral to our decision-making and planning. It ensures that tourism development is aligned with the aspirations of our globally minded, innovative community while supporting local enterprise and investment.
This survey is incredibly important for ensuring our community’s thoughts are heard with the next Community Sentiment Survey scheduled for 2027. By working together and responding to community feedback, we can drive sustainable growth and create a vibrant, resilient Manawatū for residents, businesses, and visitors.
