Abstract of the Great Wine Capitals Global Network 2013 Wine Tourism Survey / Focus on the South Island of New Zealand wine regions: Central Otago, Waipara, Marlborough, Canterbury

1. Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
2013
Great Wine Capitals Global
Network Market Survey
“The Pillars Of Wine
Tourism Performance”
Executive Summary For Christchurch | South Island
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

2. 2013
This summary report highlights the wine tourism performance of Christchurch,
a member of the GREAT WINE CAPITALS GLOBAL NETWORK (GWCGN).
We collected data from the GWCGN capitals during the summer of 2013.
The number of survey responses for Christchurch was 27, which is a relatively
small number to produce generalizable conclusions. Nevertheless, we present
some of the key highlights below.
Please consider the wine regions of the South Island of New Zealand when
referring to Christchurch in this report.
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

3. Wine Tourism Revenues Break­up
Wine Tourism Revenues and Top
Sources of Profits
Wine Tourism
Revenues
Break−up
Wine sales 75 %
Accomadation 6 %
Food 8 %
Tastingfees 2 %
Merchandising 3 %
Hosting / Rest 6 %
For the 2013 survey, we find that
high­end and middle­end priced
wines represent a top source of
profits for Christchurch. The next
important source of profits is
Mixed Wine sets (top percentage
among all the great capitals).
Top Sources of Wine Tourism Profit
74 % Greater $ 25 each
Merchandising
Btwn $ 15 and $ 25 each
Tasting fees
Accommodation
Mixed wine
Food services
Cross selling
Hosting events
Well­being activities
Less $ 15 each
4 %
70 %
9 %
13 %
17 %
48 %
17 %
4%
4 %
0 %
Top Sources of Profit
Among all great wine capitals,
Christchurch has the second
largest percentage of revenues
that come from Wine Sales. From
the standpoint of Christchurch
wineries, activities such as Food
services and Hosting Events are
the next two major sources of
revenues behind Wine Sales.
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

4. Infrastructure and Market
Positioning are the top investment
categories for the 2012­2013
period in Christchurch. The next
top categories are Improving
Services and Training Employees.
Investments in Wine Tourism
Wine Tourism Investments and
Marketing
Just like in the 2012 survey, we again find that
the top marketing tool used across the sample
of all great wine capitals is a winery’s Own
Website, which is the second top category for
Christchurch. For this specific sample of
Christchurch wineries the overall top category
is Social Networks.
Top Marketing Tools Used
52 % Infrastructure
Imp services
Market positioning
Training emp
Cultural Entert.
None
Strategic partn.
43 %
52 %
43 %
13 %
35 %
13 %
Top Investments
16%Mentionedotherwebsites
Borchures
SocialNetworks
Spclzedmedia
TourOp.
Appelation
Tourismxhib
TravelAgencies
9%
41%
4%
13%
32%
0%
13%
13%
4%
0%
13%Sustainable
Citations
Referrals
AuthenticExperience
Mailing/Newsletter
CulturalFestivals
Winefairs
WineContests
Regionfame
Usemobileapps
13%
0%
4%
0%
14%
9%
14%
36%
16%
16%
Ownwebsite
TourismOff
TraditionalAd
TastingEvents
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

5. In terms of Numbers of Visitors per
winery, Christchurch is in third to
last place among all great capitals.
But it is in the middle of the pack in
terms of Spending per Visitor. The
origin of tourists is divided almost
evenly amongst internationals,
nationals and locals. 31% of visitors
are younger people (second highest
percentage amongst great capitals)
and about 51% are women (top
percentage amongst all great
capitals).
Tourists Characteristics
Nationals 35 %
Internationals 37 %
Locals 28 %
36 to 55 44 %
Above 25 %
18 to 35 31 %
Tourists per Origin
Tourists per Age Categories
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

6. Regarding External Factors that
wineries perceive as helping
business or not, Christchurch
wineries report that the Natural
Beauty and Landmarks of the region
as well as the use of the Internet
are key positive factors for
business. Consistent with the fin­
dings of the 2012 survey they
report that Public Infrastructures
and to a lesser extent Signage can
be factors that impede business.
Opinions are divided regarding the
impact of Access, Local Facilities
and Location. Somewhat unique
amongst the findings in the overall
set of great capitals is the fact
that Christchurch wineries perceive
Cooperation with Wineries as a
strong positive factor.
Positive and Negative Factors for
Business
Totally negative
Somewhat negative
Neutral
Somewhat positive
Totally positive
Landmark Natural B Location Access OtherAct LocalFacilities CoopwBus MarkTO PublicInf Signage
50%
0%
10%
20%
30%
40%
60%
GWCmenber Association ChamberorBusA Tousism A TourOp CoopWineries Internet FameRegion TourismPolicy
50%
0%
10%
20%
30%
40%
60%
70%
80%
90%
70%
External Factors − Part 1
External Factors − Part 2
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

7. First, we isolate the candidate factors
that explain or at least correlate with
more tourist visits. The Table below
shows the most impactful factors for
the overall sample. The variable we
try to explain here is the Number of
Tourists visiting a given winery. The
factors highly correlated with
increased number of tourists are
shown in the left hand side column.
The factors are ranked in descending
order of impact. Because of the small
sample size for Christchurch, only one
category of factors comes out that is
statistically significant: Activities
Offered.
Factors Correlated with Attrac­
ting More Tourists
In the category Activities Offered, Gastronomy is the most
positively impactful activity in terms of attracting more tou­
rists. Almost as strong is Onsite Shops and lagging behind are
the factors Entertainment and Spa Therapy. Interestingly,
wineries that offer Conferences, Tasting Visits and Lodging
seem to have fewer visitors. This finding is difficult to inter­
pret.
Most Significant and
Impactful Factors
Conferences ­­
Gastronomy + +
On Site Shops + +
Tasting Visits ­­
Entertainment +
Lodging ­
Spa Therapy +
Effect Factor Categories
Table shows results from Quantile Regrassions. Corrected for size effect
Pseudo B and
Observations
2
Activities Offered60 % 21
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

8. The factors correlated with higher
spending per tourist are now analyzed.
Again, because of the small sample
size, only one category of factors
comes out that is statistically
significant: Activities Offered. Within
the dimension of Activities Offered,
the same group of activities Spa
Therapy, Entertainment, Gastronomy
and Onsite Shops are also correlated
with higher spending. On the other
hand, Lodging and Photos Exhibitions
are negatively correlated with
spending.
Factors Correlated with Higher
Spending/Tourist
Most Significant and
Impactful Factors Effect Factor Categories
Table shows results from Quantile Regrassions. Corrected for size effect.
Pseudo B and
Observations
2
Lodging ­­
Photos Exhibitions ­­
Spa Therapy + +
Entertainment + +
Gastronomy + +
On Site Shops +
Activities Offered23 % 20
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley

9. The 2013 edition of the GWC survey
has produced some interesting
findings for the wineries of
Christchurch. Christchurch attracts
a large percentage of younger
tourists and women by comparison
with other great wine capitals.
Christchurch wineries demonstrate
a commitment to invest in
Infrastructure. The activities that
marginally bring in more tourists
and spending are complementary
well­being activities such as
Gastronomy and Spa Therapy but
also pure tourism­based activities
such as Onsite Shops. Surprisingly,
Lodging appears not to contribute in positive
ways to the Christchurch wine business.
Overall, Christchurch wineries use a mix of
promotional tools, with a greater emphasis on
modern tools (Social Networks) vs. standard
ones (Tour Operators). Christchurch wineries
emphasize Natural Beauty and the presence
of nearby Landmarks as tourists' attractors.
Cooperation with Other Wineries is perceived
as a strong positive factor.
One must exercise caution when trying to
extend managerial implications from a small
sample of wineries to the whole the region.
Nevertheless, it appears that perhaps there is
room for Christchurch wineries to offer more
activities appealing to visitors attracted to
wine tasting as part of a more eclectic
experience; such as providing activities that
pertain to discovering the local environment
and its natural beauty.
Managerial Implications and
Conclusion
Copyright GWCGN. No part of the content of this document is to be reproduced in any media without the expressed consent of GWCGN ­ For any further information: gwc@greatwinecapitals.com
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley