DESTINATION MANAGEMENT PLAN
Taitokerau Northland has been an extraordinary meeting place over centuries. The birthplace of modern Aotearoa New Zealand, visitors have been drawn to our region to explore and experience our people and place.
Through this desire to engage with our rich history and cultural icons, the visitor industry has become an important element of the Taitokerau Northland economy. However, balancing the immediate economic bene its of the visitor industry with the long term needs and potential of the region, community, iwi and hapū required strategic planning to ensure that the industry was one which provided sustainable bene its to Taitokerau Northland long-term. Thus, the Taitokerau Northland Destination Management Plan (TNDMP) was developed.
The global shift into Destination Management for the visitor industry takes an inclusive, strategic approach which supports participation across communities, industries, education, agencies, and local and central government. It aims for alignment to create better management of the wellbeing of the region, its people and visitors; to ensure that the bene its the visitor industry provides are seen not just for our generation, but for those to come.
October 2022 marks the one-year anniversary since the Taitokerau Northland Destination Management
Plan was launched, during which we have worked towards enhancing the value of the region’s visitor experiences, for the benefit of everyone who calls Taitokerau home both now and into
the future. Developed in partnership between Northland Inc, Te Au Mārie Sestercentennial Trust, Te Hiringa Trust & Business Promotions, and Te Puni Kōkiri (TPK) Taitokerau, the Plan has already made great strides in its first 12 months.
Despite the challenges the region has faced as a result of COVID-19 lockdowns and border restrictions, both heavily impacting the visitor economy through the lack of visitors to Taitokerau Northland, over
60% of the actions identi ied within the TNDMP are either underway or completed. Considering the additional pressures the regional visitor industry has dealt with, such progress is no small feat, and a testament to the resilience of operators within the region. With a focus on readying the industry for a return of domestic and international visitors, and how as an industry we can do better for long term success, gains have been made towards setting the foundations for future success.
Change has been seen through the Responsible Tourism Journey which the industry has been on, facilitated by
Northland Inc. Through this process we have looked at how businesses within the visitor industry can take meaningful steps toward sustainability, through cultural, social, economic and environmental well-being. Tangible actions such as waste management, education around measuring carbon and regional environmental projects are topics engaged with by a multitude of regional businesses, joining the journey towards creating positive impact into the future.
The TNDMP has also delivered product development for the visitor industry, focussed on attracting visitors back to Taitokerau Northland in ways which encouraged them to stay longer, and share in more meaningful experiences. The launch of of Taitokerau Northland Food and Beverage Action Plan aims to put a spotlight on our regional culinary delights, while three new Northland Journeys maps add to the collection of 10 maps which showcase lesser-known attractions across the region.
Knowledge sharing and upskilling have been a key focus of the TNDMP to date, where through the launch of programmes such as the Aotearoa New Zealand
Histories Educational Programmes and the Queenstown Resort College Ambassador Programme, we have been able to enhance the quality of the historical and cultural experiences which exist within Taitokerau. These educational opportunities only serve to increase the importance of the visitor experiences which we have in the region for future generations, adding to our economic resilience.
The progress made under the ‘new’ way of thinking is signi icant given the mindset shift required, and particularly given the challenges which the region has faced over the past two years. The shift to Destination Management is an ongoing process, but one which the results so far show the industry is largely on board with, a re lection of the positive traction created so far. Evolving to meet the changing needs of our communities will require ongoing engagement from industry, iwi and hapū and supporting agencies. In order to continue momentum, such buy-in and funding to support initiatives under the plan will be crucial to success, and ensuring sustainable long-term bene its are delivered through the visitor industry for Taitokerau Northland.
To ind out more about the Tai
Tokerau Northland Destination Management Plan go to: northlandnz. com/destination-management-plan/