Local tourism operators are praising a new campaign to promote national and international guests to the Bay of Plenty next summer.
Building the Bay of Plenty into one of the top-four destinations in the country and increasing the amount of time visitors spend here is the aim of the new Tourism Bay of Plenty campaign.
The campaign will target the Asian and Australian markets and has the tagline Plenty for Everyone.
Tourism Bay of Plenty general manager Rhys Arrowsmith said the region's key drawcards were the "beautiful" coastline and "the fertility of the land in between".
"But we're steadily growing a presence with those seeking a more adventurous holiday - with the likes of our boat charters, kite surfing and blokarting activities.
"As a region we are also gaining recognition for our food and wine offerings and have a year round calendar of sports, arts and community events. In other words, regardless of what you like to do on holiday, there is plenty for everyone here."
The campaign will be officially launched around November and will initially target key domestic markets in Auckland and Waikato before collaborating with Tourism New Zealand to spread the word internationally.
Dolphin Seafaris managing director Cameron Fines told the Bay of Plenty Times he was encouraged money was being spent on promoting the area.
"I think it's a move in the right direction. Branding the area and to visitors is so important and there is so much to do and some very exciting things to see. And I think the tagline is good. I can't think of a better one."
Mount Cats and Yaks owner Nevan Lancaster said he "quite liked" the tagline and believed it fairly represented the region.
"There is plenty for everyone here and we cover all the way to Rotorua so we've got the geothermal, the beaches and much more."
Mr Arrowsmith said it was too early to confirm how much it would cost. The tagline was developed as part of extensive research, conducted with Tangerine Research, he said.
Tauranga Chamber of Commerce chief executive Max Mason liked the new tagline because it built on the Bay of Plenty's natural advantages and reinforced that there were abundant choices available for visitors.
Western Bay of Plenty economic development agency Priority One this month announced a $50,000 global marketing campaign to encourage businesses to move to Tauranga's downtown. It will pitch Tauranga as a great place to live and work.