The Watercliff rural retreat is on the banks of the Ōmanawa River. Photo / Lisa Sun
Rural Bay of Plenty boutique accommodation owners are angling for a slice of the billion-dollar wellness tourism pie by marketing their properties as unplugged nature retreats.
Tourism Industry Aotearoa says wellness tourism business is forecast to exceed $1 trillion globally, and rural accommodation owners spoken to by the Bay of Plenty Times say more holidaymakers want to escape the hustle and bustle of the rat race and immerse themselves in nature-based experiences.
Tourism Bay of Plenty general manager Oscar Nathan said rural escapes in the region offered a nice change of pace.
The Bay had a range of options for those seeking an off-grid adventure or wellness retreat, which gave visitors the chance to wake up to birdsong, explore rolling farmland, and enjoy wide-open spaces.
“Countryside stays give people a real taste of the Kiwi country lifestyle, where things move a bit slower. It’s a different side of the Bay.”
Canopy Camping Escapes co-founder Liz Henderson said guests were willing to pay a premium for a luxurious rural escape.
“They’re becoming more popular because farmers and individuals with attractive rural properties are responding to demand and creating nature-based experiences that cater to the domestic New Zealand market.
“[Guests] don’t want to do the same thing for every holiday. Sometimes they’ll head to a traditional beach location, and other times they’ll look for a unique experience, like glamping in a beautiful bush setting.”
Henderson said rural retreats offered sensational views just as beach baches did, plus private and natural settings.
Rural retreats were more likely to include experiential elements like hot tubs, saunas and firepits.
“There’s definitely a demand for wellness experiences, so there is an uptick in hosts providing things like saunas, yoga mats and hot tubs or outdoor baths.
“Couples are a key market, and for families, the opportunity to take the kids glamping in a really accessible, easy way is very appealing.”
She said guests told her and co-founder Sonia Minnaar they loved the chance to disconnect and immerse themselves in nature for a few days.
One of the properties Canopy Camping Escapes handled bookings for, Watercliff, is on the banks of the Ōmanawa River in the Kaimai Range.
The property, owned by Sally and Tim Mathews, includes four self-contained, eco-friendly cabins on a vast property surrounded by native bush and dramatic cliffs. It also had its own waterfall.
Sally Mathews said guests were “blown away” by Watercliff’s peace and quiet.
“Instead of the hustle and bustle, guests can escape here and relax.”
Each cabin included a kitchenette, a bathroom, a living space with a queen-size bed, a semi-covered deck with lounge chairs, a dining area and a barbecue. Three cabins had outdoor baths, and the family-friendly cabin had bunk beds for more guests.
The property attracted a variety of guests, she said, including mothers needing time, people celebrating special occasions, and creatives. The couple planned to host more yoga and pilates retreats in the future.
Mathews said some guests slept with the blinds open to wake with the dawn.
“You can lie and watch the night sky, immerse yourself in nature, chill out, and read a book.”
Another rural retreat, Heartwood Hollow in Pahoia, is somewhere guests can “step back in time”, according to co-owner Sally Benton.
It was built underground, with wooden beams “carved by hand”, a king-size bed inside, a handmade kitchen made from recycled totara, an ensuite, a wood burner, and outdoor bathtubs.
“We want people to walk in and feel like they’ve just gone into something built 100 years ago, unplug from their devices, spend time with each other, listen to the birds, look at the stars, and really connect with each other.”
Benton said her husband Warren carved every beam, skirting board, door frame and window.
They even milled the trees for the beams themselves, and he also built the outdoor baths.
Previous bookings have included children’s authors who “took a bit of a time out and wrote their books”, anniversaries, and proposals.
Tourism Industry Aotearoa chief executive Rebecca Ingram said natural scenery and wilderness drew visitors from both home and abroad.
“Traveller preferences are shifting fast.
“Rural tourism is growing as farmers team up with local operators to offer experiences like hunting and fishing to diversify their own offerings.”
She said domestic tourism was the backbone of New Zealand’s tourism industry, accounting for 62% of the market year-round.
“This local support keeps our regions and rural communities ticking throughout the year.”
Bijou Johnson is a multimedia journalist based in the Bay of Plenty. A passionate writer and reader, she grew up in Tauranga and developed a love for journalism while exploring various disciplines at university. She holds a Bachelor of Arts in Classical Studies from Massey University.