New Timaru tourism strategy to help ‘save jobs’
Timaru District Council will move its $350,000 tourism budget to Aoraki Development, as the economic development agency plans major campaigns to drive domestic tourism to ‘‘save jobs’’ in the district.
In February, the council made the decision to move away from its in-house Aoraki Tourism structure and put tourism management back under the wing of Aoraki Development.
While the handover began in May, councillors will sign off on Aoraki Development’s statement of intent next week, which will see the $350,000 set aside in its budget for tourism moved to the economic development agency for the 2020-21 financial year.
This will be on top of the $660,000 council had granted Aoraki Development for its annual economic development operations. It is proposed the funding structure will be similar for the 2021-22 and 2022-23 years.
Aoraki Development chief executive Nigel Davenport was ‘‘excited’’ about the next stage.
He said the agency was working on gaining visitors through its domestic tourism campaign – Escape to Timaru District.
‘‘In the first instance, we are focusing on those who can drive to Timaru District, and later, as alert levels lift further, this will be expanded to entice those from further afield. We want to make sure that our presence is out there, and we’re noticed and of course, that we attract visitors to escape to our region,’’ Davenport said.
‘‘Getting behind this campaign will help save jobs and businesses across a number of our local business sectors who all really need our help now,’’ Davenport said.
‘‘It will also attract people to our region to spend money in our local shops as well. We’re calling on our locals to become our ambassadors to encourage people here.’’
This campaign began in mid
May and will continue to evolve and develop in coming months, he said. ‘‘The majority of our visitors to the Timaru District are domestic and as a result, we will not feel the same level of decimation of the tourism industry due to Covid-19 that is being experienced in other parts of the country, including our neighbour, Mackenzie District,’’ Davenport said. ‘‘That said, our immediate focus for tourism is to continue to build awareness of our offering to the wider markets of Canterbury, the South Island and the rest of New Zealand.’’ According to the statement of intent, Aoraki Development must provide evidence of ‘‘quarter-onquarter improvement in tourism expenditure’’.
‘‘Having economic and visitor organisations together is a common model that is replicated in many parts of New Zealand,’’ Davenport said.
Davenport also confirmed that Kate O’Connell, who was visitor promotions specialist under the council run structure, has joined Aoraki Development’s Aoraki Tourism team.
Davenport said the $350,000 covered all associated activities related to tourism, including promotion, visitor centre contracts, resourcing and operational expenses.