The development of a regional visitor plan for Ruapehu has been a key step toward the goal of doubling visitor expenditure by 2025.
The aim to increase spending from $181 million to $388m forms part of the Accelerate25 economic action plan for the Manawatū-Whanganui region.
Ruapehu District Council, Visit Ruapehu and consultants have developed a "value proposition and brand promise" for the Ruapehu sub-region, which includes Tongariro and Whanganui national parks and the Whanganui River. A value proposition tells people why your product or service is of more value to them than a similar one. A visitor sector development plan has also been produced.
The work required extensive engagement with a wide range of interest groups and was recognised with a commendation award for collaboration with business, iwi and the community at the recent inaugural Ministry of Business, Innovation and Employment (MBIE) Celebrating Excellence Awards.
Ruapehu Mayor Don Cameron said consultants Henley Hutchings and Visit Ruapehu had delivered "an amazing result" for the tourism and visitor sector in the region.
"The award was truly well deserved and helps to highlight how we have the best people producing the best outcomes in support of our goal of sustainable regional economic growth that increases jobs, incomes and opportunities for all sectors and communities," Mr Cameron said.
"In a time frame of just 100 days they were able to gain the commitment of all the key stakeholders with a vested interest in the long-term success of the tourism and visitor sector in the Ruapehu sub-region.
"This involved focusing and co-ordinating the active participation of central and local government, iwi and hapu, local communities, visitor sector operators and national visitor sector leaders who all lent their collective brainpower, experience, culture and history to the development of the Ruapehu Regional Visitor Sector Development Plan and Value Proposition."
Mr Cameron said the work provided the cornerstone requirements for tourism and visitor services to start delivering on the Accelerate25 economic action plan.
"With the development phase complete, the focus is on how to best partner with government, iwi and hapu, visitor sector operators and others to implement the plan and unlock the region's potential."