Boost to Northland’s twin coast trails
Specialised maps promoting three of Northland’s road-based destinations are the focus of a new tourism initiative aimed at pumping an extra $20 million into the region’s annual economy by 2020.
‘Northland Journeys – the Byways’ launched by Northland Inc on March 22 is a cornerstone project within the Northland Economic Action Plan which aims to help revitalise the Twin Coast Discovery Highway -a 16-year old touring route that connects Auckland with Northland’s east and west coast highways.
The maps feature three byways:
Where Giants Gather - the journey from the Town Basin to the Whangarei Heads.
Into the Wild Blue Yonder - from The Town Basin to the Tutukaka Coast and Hikurangi.
Ancient Kauri Trail - from Maungaturoto to Waipoua to Omapere.
The project has been two years in the making and is funded by Northland Regional Council. It is a culmination of engagement with local tourism businesses, communities and promotions groups. At least another five byways will be rolled out this year with more to come.
Northland Inc chief executive officer David Wilson says statistics suggest Northland could benefit from promoting distinctive sub-regions.
The idea of expanding the touring route from one highway into a set of distinctive byways should encourage visitors to experience more of what Northland has to offer, he says.
‘‘Know more, see more, stay longer, spend more,’’ is the concept behind the promotion,’’ he says.
‘‘The byways are a key to improving the return for Northland from tourism.
‘‘We know that tourists are now more interested in deeper engagement with the destination and all it has to offer.’’
Ian Farrant, co-owner of Waipoua Lodge, says he is excited with the aspect of showcasing the whole of Northland as a number of diverse regions.
The maps will also be featured in visitor publications, tourism websites and a mobile app.
New Zealand Transport Agency is also involved through their focus on regional and seasonal dispersal (tourist period) as well as roading resilience and safety.