New Tourism Blueprint for Northland

23 September, 2002

DESTINATION NORTHLAND : MEDIA RELEASES 2002

A new strategy is to be developed for the $500 million a year Northland visitor industry, charting a course for its development until 2008.

The importance of tourism to Northland has meant development of the new strategy has attracted Industry New Zealand support.

Destination Northland chief executive Brian Roberts says the new strategy will update a 1996 strategy that has guided development of the Northland tourism industry for the past six years.

"The 1996 strategy was the first of its type in New Zealand and helped rescue the Northland tourism industry from decline," Mr Roberts says.

"Implementation of its 80 key recommendations has underpinned tourism-related investment in Northland worth well in excess of $100 million in the past five years, higher than average growth in visitors and job creation that has - according to WINZ - played a leading role in reducing unemployment."

"The new strategy will help the region maintain that momentum."

Updating the 1996 strategy was a key recommendation in the Northland economic development strategy published early this year.

The review will focus on key issues involving airports, air services, roading, marine services, tourism product development, Maori and cultural heritage development, eco-tourism, and tourism-related investment.

Its recommendations and milestones will be designed to compliment the national tourism strategy released last year.

The chairman of the NRC Community Trust (which owns Destination Northland), Vern Dark, says a Northland-wide survey, undertaken when the Northland economic development strategy was developed last year, showed the tourism sector is recognised as one of the most important parts of the regional economy.

"Development of a new strategy for tourism shows that the NRC Community Trust is determined to implement recommendations agreed to in the Northland economic development strategy, and ensure it produces results that exceed expectations."

The review, which will be undertaken in consultation with industry participants, government agencies and local government, is expected to cost $40,000. Industry New Zealand is contributing $25,000.

Industry New Zealand Regional Economic Development Advisor Hinurewa te Hau says a review of the economic impact of tourism in Northland is timely.

"We know this sector contributes to the economic development and employment needs of the region. The review will enable Northland to quantify impact on infrastructure, community development, products and services, and set some new milestones for the next five years."

"This industry's development provides a good example of how regional collaboration involving local government, the tourism industry, community and iwi can benefit Northland."

For further information:
Brian Roberts
Chief Executive, Destination Northland
027 4958 308