Whangārei Art Museum

Visitor Economic Impact Dashboard

Live dashboard of Whangārei Art Museum visitor surveys: the Economic Impact tab converts spending by visitors from outside the Northland Region into conservatively attributed museum-caused dollars (including the International Visitor Levy view). The Visitor Profile tab summarises who is coming through the doors, and the Response Coverage tab shows daily survey coverage alongside every raw response for transparency.

Last updated

26 Feb 2026, 1:02 pm

Annualised attributable spend

$1,178,087

Includes WAM-attributable visitor trip spend and the attributed value of visitor accommodation nights, annualised using observed visitor composition. Accommodation pricing is applied as a range.

Projected annual non-Northland visitors

19,256

Derived by applying the coverage-weighted non-Northland visitor share from the survey to the projected total annual visits (39,194).

Non-Northland share of visits

49.1%

Coverage-weighted share of projected total visits attributed to non-Northland visitors (this is the share used for annualisation and projected totals).

Combined annualised sleeps

30,314

Coverage- and influence-weighted nights for combined visitors scaled to an annual target of 19,256 visitors.

Visitor Mix

Coverage-weighted estimated visitor mix (coverage weight × group-size estimate), split into Northland visitors, domestic non-Northland visitors, and international visitors. Outside Northland represented: 13,852.

How Visitors Answered the Influence Question

Weighted share of responses to “To what extent did WAM influence your decision to visit Whangārei?”

Total represented (weighted): 13,852 outside‑Northland visitors · 9,950 domestic non‑Northland · 3,902 international

Why these weights?

Justification for WAM Visitor Influence-Based Attribution Weights

Weights align with NZ best practice (MBIE/OECD/event evaluations) to stay conservative and evidence-based.

Attribution Weighting Scheme

It was the main and deciding reason for my visit — 100%
It was an important part of why I decided to come — 50%
It contributed somewhat to my decision — 25%
I was already coming, but chose to visit WAM while here — 0%
It had no influence on my decision to visit Whangārei — 0%

Tooltip summary (dashboard)

WAM’s economic attribution weights follow national and international best practice. Main-reason visitors are counted at 100% (MBIE/OECD/NZ studies). “Important” = 50%, “Somewhat” = 25%, and incidental/no-influence = 0%, to avoid overstating impact and to reflect conservative, auditable attribution.

Rationale & parallels

Main & deciding: 100% (e.g., Te Matatini 2023; Ngā Haerenga 2021).

Important: 50% (e.g., Rotorua MTB 2021; WOW 2023).

Somewhat: 25% (defensible midpoint in 10–30% ranges seen in TNZ/OECD guidance).

Already coming / No influence: 0% (standard exclusion to avoid overstating).

Alignment: MBIE Event Evaluation Guidelines, Tourism NZ campaign methodologies, and RTNZ best practice stress proportionate attribution by self-reported influence.

Attributable Sleeps & Accommodation Value

WAM-Attributable Sleeps by Audience

Toggle Combined, International, and Domestic to see how influence- and coverage-weighted nights scale to annual targets. The International view aligns with the IVL requirement; the Combined view uses all non-Northland visitors (domestic + international), and the Domestic view isolates non-Northland domestic visitors.

Avg attributable nights (per weighted visitor)

1.6

Average attributable nights per weighted visitor is 1.57 (nights × influence × coverage ÷ total weighted responses).

Combined annualised sleeps

30,314

Average attributable nights (~1.57) × estimated annual non-Northland visitors (domestic + international) (19,256).

Annualised booking-nights by accommodation type

Shows how WAM-attributable booking-nights (group-nights) scale up across each accommodation category. Non-commercial stays (friends/family, own home) contribute to nights but not to commercial accommodation value.

Accommodation type	Nightly rate (low / default / high)	Annualised booking-nights	Total $ (range)
Staying with friends or family	$0 / $0 / $0	1,176	$0 ($0–$0)
Airbnb or holiday rental	$100 / $180 / $300	934	$168,092 ($93,385–$280,154)
My own home (or bach)	$0 / $0 / $0	505	$0 ($0–$0)
Camping or caravan park	$20 / $80 / $180	236	$18,907 ($4,727–$42,541)
Motel	$80 / $120 / $170	201	$24,112 ($16,075–$34,159)
Hotel	$100 / $150 / $250	126	$18,918 ($12,612–$31,529)
Backpacker hostel	$30 / $60 / $100	84	$5,013 ($2,507–$8,356)
Bed & Breakfast or lodge	$150 / $200 / $300	38	$7,506 ($5,629–$11,259)
Total	—	3,299	$242,549 ($134,934–$407,998)

Trip Spend Snapshot

Who We Surveyed This Period

Each tile summarises what the current survey window implies about non‑Northland visitors and their reported trip spending. “Average spend” figures are adult‑equivalent and coverage‑weighted; they are not simple raw averages of responses.

Estimated non‑Northland visitors represented

725

Estimated visitor count represented by the non‑Northland survey responses, computed as the sum of reported group-size band midpoints across those responses (unweighted). Raw non‑Northland responses: 254.

Avg trip spend (per adult‑eq)

$350

Survey-based average of (food + attractions + transport + retail band midpoints), converted to an adult‑equivalent per-person value using the response’s derived adult count, then weighted by daily survey coverage.

WAM-Attributable Impact

Portion Justified by the WAM Influence Question

Each value multiplies the visitor's spend estimate by their influence response (sole reason, moderate, slight, etc.), so you're seeing only the dollars that can be fairly attributed to WAM.

Annual projections use the current Bellwether projection of 39,194 visits as the baseline for estimating how much new non-Northland spend WAM can claim.

Avg claimable trip spend (per adult‑eq)

$49

Survey-based average of (trip spend × WAM influence weight), converted to an adult‑equivalent per-person value and weighted by daily survey coverage. Excludes accommodation (valued separately using booking‑unit nightly-rate bands).

Annualised attributable trip spend (excl. accommodation)

$935,538

Uses the coverage-weighted average WAM-attributable trip spend per adult‑equivalent visitor (excluding accommodation) and scales it to roughly 19,256 non-Northland visitors (49.1% of the projected 39,194 total visits).

Economic impact by primary interest

Annualised attributable spend by visitor primary interest

Uses the survey’s “primary interest” question to segment the same non‑Northland, coverage‑weighted, influence‑weighted annualised spend metrics shown elsewhere in this tab (trip spend plus accommodation value). Primary interests with fewer than 10 raw responses are grouped into “Other / low-sample primary interests”.

Primary interest	Raw responses	Weighted visitors represented	Share of non‑Northland	Projected annual visitors	Annualised attributable trip spend	Accommodation value (range)	Annualised attributable spend (range)
Viewing the exhibitions	146	5,948	42.9%	8,268	$732,137	$202,689 ($111,122–$344,238)	$934,826 ($843,259–$1,076,375)
Participating in children's activities	51	4,770	34.4%	6,630	$84,648	$17,152 ($10,724–$27,049)	$101,800 ($95,373–$111,697)
Just looking around	45	2,532	18.3%	3,519	$23,166	$15,053 ($8,507–$24,692)	$38,219 ($31,673–$47,858)
Other / low-sample primary interests	12	603	4.4%	838	$95,587	$7,654 ($4,581–$12,019)	$103,241 ($100,168–$107,606)
Total	254	13,852	—	19,256	$935,538	$242,549 ($134,934–$407,998)	$1,178,087 ($1,070,472–$1,343,536)

Trip Spend vs. WAM-Attributable

Raw survey totals only: each bar sums what visitors told us about their trip budgets (including estimated accommodation), with the orange bar showing the portion attributable to WAM after applying the influence response.

Trip spendWAM-attributable

Claimable Spend Mix by Origin (Top 5)

Shows which categories of WAM-attributable spend (food, attractions, transport, retail, accommodation) are being captured from the top 5 origins by total claimable value.