Wellington Park Visitor Segmentation report
Wellington Park, and kunanyi/Mount Wellington in particular, is Hobart’s mountain backdrop and playground, and Tasmania’s most visited natural attraction. As the main owner of infrastructure in the Park, City of Hobart needed a clear picture of who visits and how, to guide future investment.
episteme analysed mobile location data from people within the Park boundary, then tested and strengthened the results with visitor survey data, traffic counters, Strava and Trailforks activity, and a workshop with data users and managers. Earlier segmentations had relied on judgement. This one was grounded in how people actually move through the Park.
The analysis found three intuitive segments:
Summit Runners, around a third of users, who drive to the summit and back without stopping anywhere else.
Casual Users, around half, who spend short periods on the most popular paths.
Serious Users, around one in six, who range widely across the trails and stay longer.
The findings have informed City of Hobart’s policy and planning for the Park.
These findings were also used in the development of the vision for kunanyi/Mt Wellington with Destination Southern Tasmania.