Whakatāne District Council is to investigate options for a land-based experiential centre to showcase White Island (Whakaari).
A report received by the Council’s Policy Committee on 23 March noted that White Island offered a point of difference no other region in New Zealand could match, and Whakaari’s proximity to Whakatāne could be leveraged to attract more international and domestic travellers.
Committee chairperson Judy Turner says members were enthusiastic about the concept’s potential impact on tourism and economic growth. “Tourism is the fastest growing sector of New Zealand’s economy, and this proposal aims to ensure that we’re at the front of the line in terms of benefits for our community,” she says. “We will now put together a business case to confirm the potential benefits of investment in an experiential centre, and from the promotion of the District to domestic and international visitors as the gateway to a unique tourism attraction.”
International visitor nights in the Whakatāne District increased by 72% during the year to 31 January 2017, with White Island being a major draw card for many. The Council wants to maintain that tourism growth by positioning Whakatāne as the ‘Gateway to Whakaari’ and has received support from the business community for the concept.
The Council proposes to implement a destination management approach, in addition to the land-based centre, to maximise awareness, visitor numbers and economic impact. Consultation has already been carried out with Tourism Bay of Plenty and other stakeholders, and several priorities had been identified, including improvements to infrastructure and diversification and elevation of tourism products.
Further consultation is also being planned to gather public input on a White Island experience centre, as well as other possible initiatives such as a new waterfront-focused plan for Whakatāne with links to White Island, a White Island-themed roundabout, and themed playground equipment.
The destination management approach would also focus on attracting organisations and conferences to the area, and encouraging cruise ship day visits.