The economic benefits of using White Island/Whakaari as a key promotional tool for Whakatāne are to be assessed through a project incorporating the region’s major tourism stakeholders.
The project, which initially involves the development of a destination marketing plan business case, was approved by the Whakatāne District Council’s Policy Committee this week. Its first task will be to utilise the knowledge and experience of White Island tourism business operators, iwi, Tourism Bay of Plenty and Council staff to define destination management issues and options and complete an economic impact assessment. That information will feed into a strategic business case and support the development of a destination management plan and actions, before the end of 2016.
Reporting to the Committee, Council Business Services Manager Roslyn Mortimer said the aim of the project is to identify the actions required to make Whakatāne a must-visit tourism destination.
“This approach seeks to emulate the positive economic and community outcomes which destinations like Kaikoura have achieved by using one iconic attraction to anchor their destination marketing,” she said. “Tourism New Zealand and Tourism BOP are both promoting White Island/Whakaari heavily in key overseas markets, and that is showing through strongly in our international visitor numbers and spending. This project seeks to build on those marketing initiatives and create a comprehensive process to coordinate all aspects of the visitor experience.”
Ms Mortimer said the project aligns well with the strategies currently being implemented by Tourism NZ, Tourism BOP and national industry body, Tourism Industry Aotearoa. “It will also contribute to achieving the goals of the Regional Growth Strategy and the Grow Whakatāne Action Plan, as well as responding to the feedback from our annual community perception surveys, which have consistently shown that the community wants to see more done to promote tourism and attract businesses.
“While White Island would be the key focus of a destination marketing plan, its scope would be much wider. The aim is to ensure that once visitors are in Whakatāne, we give them lots of reasons to stay longer, and come back again and again. We have unique stories to tell and destination marketing would encourage the development of a suite of top-class attractions which will turn day trips into multiple-night stays.”
The report identifies more than 20 attractions in the cultural/heritage, eco-tourism, marine, walking/cycling and events sectors which are capable of contributing to a comprehensive destination experience.
Commenting on the project, the Chief Executive of Tourism Industry Aotearoa (and former Whakatāne resident) Chris Roberts said he supports the focus on White Island/Whakaari as the ‘pull factor’ for visitors. “In industry-speak, we call this having a distinct visitor proposition. White Island is a unique, world-class attraction. It can be used as the anchor for promoting the District, pulling visitors in who will then discover the other delights of the area.”