Tourism was directly responsible for creating 7,980 jobs which represents 7.3 per cent of all employment in the Western Bay of Plenty, and many initiatives were in place, including the development of an iconic visitor information centre.
But there were challenges, she said.
''We currently have no known international brand hotel. We require more commercial tourism product - we are a destination very rich in free natural assets however we don't have a lot of commercial tourism operations. Funding is also a significant challenge - additional private and public funding is required to grow the industry.''
Priority One chief executive Nigel Tutt agreed, and said the region was currently missing out on opportunities.
"We need bold thinking and action to make a significant change for the Bay in tourism. To build infrastructure and product will require significant investment and a united approach from all involved. These are large projects."
The onus was on everyone involved to get it right, and the focus must be on quality products and experiences, he said.
Tauranga Mayor Greg Brownless said tourism bought ''fresh money'' into the area.
There had been talk about a hotel for a long time and ''I would have thought someone would have put their stake in the ground over that''.
''Council has a site, and there are other places as well. But that does rely on private enterprise putting its money where its mouth is, and I strongly believe that council is not in the hotel business.''
''I am calling for a private business to make that work, and that is the only way it will work.''
Mr Brownless said the Bay could also do with some more paid attractions.
''People have talked about Omanawa Falls and if something like that could be developed wouldn't it be wonderful?''
New venture revs up
V8 Trike Tours owner Nigel Busbridge says he wanted to start a venture that is fun and different after immigrating to the Bay from England.
The former tourist bus company owner opened for business in December and said he loves his new job.
The high-powered trike which can reach speeds more than 200km/h and seats five had been well received by tourists and visitors alike, with another machine due to arrive next week, he said.
''I saw a similar bike in Napier which was used for wine tours, and I thought that could definitely work here with the cruise ship terminal.''
At the moment the most popular trip was a short journey around Mount Maunganui, but earlier this week Mr Busbridge took a couple celebrating their wedding anniversary on a two-hour sightseeing jaunt that included McLaren Falls.
The local market was also picking up he said, as more looked at celebrating or marking occasions in a different way.