By STACEY BODGER
ROTORUA - Rotorua's century-old ambition to become one of the world's great spa cities has taken flight again.
A wave of new interest in its geothermal waters has seen investors and tourism operators spend $11 million since January on expanding and upgrading facilities.
The great spas, such as Bath in England and Baden-Baden in Germany, offer a range of holistic therapies - often for the wealthy - combining mineral pools with mud baths, body wraps and beauty therapies.
With its flourishing geothermal resource, Rotorua is an obvious contender - but early attempts to cash in on its healing waters collapsed.
In the 1880s, Government officials promoted it as the great spa of the South Seas, a rival to its booming European counterparts.
People travelled from overseas to "take the waters" at the grand Rotorua Bath House, now the museum, until the industry collapsed in the 1930s. New Zealand's resources could not sustain the maintenance costs, and Rotorua never resembled the garden oasis imagined.
But the dream has been reborn - and this time, Rotorua has the money and image to make it work.
One of its most famous geothermal attractions, the Polynesian Spa, is having a $750,000 facelift to provide holistic treatments, while Waiotapu and Waikite Valley thermal reserves are both expanding.
Construction has begun on the district's first luxury spa resort - a $6 million, 35-room complex at Tikitere Springs owned by Auckland businessman Barry Brill - which will open in December.
And the businessmen behind one of Rotorua tourism's biggest successes, Mike and Doug Tamaki of Tamaki Tours, plan a health complex in Government Gardens.
After the Rotorua District Council's multimillion-dollar upgrade of the central business district about three years ago, the city is ready to tap into a growing worldwide market for natural health facilities.
With visitor numbers up 7 per cent on last year, Rotorua already has the tourist appeal, infrastructure and outdoor attractions to support its bid.
The council's economic development manager, Ross Stanway, says it is time to market the city as a unique spa destination, incorporating its history as a recuperation centre with a strong Maori influence.
For two years he and Mayor Grahame Hall have been meeting tourism and hospitality representatives, local iwi, health providers and potential investors in a bid to promote "Nature's Spa of the South Pacific."
"There's no question we've got what clients demand with our lakes, mountains and forests," says Mr Stanway. "Now we're getting the luxury resorts and pampering therapies that we've been lacking."
This month, Rotorua will host an International Spa Association conference attended by Paul Simons, project manager for the redevelopment of Bath, and Asia-Pacific association head Peter Sng.
Mike Tamaki, a Tourism Board member, says Rotorua's bid is likely to succeed because of its "solid name" overseas as a geothermal paradise and tourist destination.
"There's so much passion and energy about this development. Rotorua has become a lot smarter about how to market itself, and if we add health and wellness to our pure, green image, this will take off in a big way."
Tourism Rotorua chief executive Oscar Nathan says there was great interest in the spa investments at the international New Zealand tourism expo, Trenz.
A spa is born as city resurrects an age-old dream
AdvertisementAdvertise with NZME.