On its website, Tourism NZ says the size of the affected area in the Bay of Plenty is small in the context of New Zealand's overall size and 15,000km coastline.
"Activities, attractions and accommodation in the Bay of Plenty region are currently all operating as normal. A co-ordinated response to the event is under way to manage the situation as efficiently as possible. ... Travellers can still look forward to a great experience whether coming to New Zealand for business or pleasure," the website says.
Tourism NZ has offices in Sydney, Bangkok, Shanghai, Mumbai, Seoul, Singapore, London, Los Angeles and Tokyo.
Tourism BOP has also contacted Tourism Industry Association of New Zealand (TIANZ) and Regional Tourism Organisations of New Zealand (RTONZ), which both agreed to spread the word, domestically and overseas, and particularly through inbound tour operators.
"We want people to know we are still here and we are open for business. The last thing we want is a drop off in visitors," Mr Ormsby said. "Tauranga, especially the Mount, is one of the favourite holiday destinations for New Zealanders and we are ready to welcome them."
Mr Ormsby said he was not only very worried about a fall-off in tourists coming here but also those operators who make a living off the water and the lifestyle of the city.
Russ Hawkins, owner of Fat Boy Charters, said he was expecting a financial shortfall this summer. "People will think 'oh, don't want to go there now'."
Tauranga Motel Association president Lloyd Stone, who runs Bethlehem Motor Inn, said he was expecting a drop of at least 30 per cent in normal summer trade.
Some accommodation providers reported a few cancellations during the school holidays when the oil spill hit.
Mr Ormsby said there were still plenty of attractions onshore. A new tour, Katikati Cuisine.com, was launched yesterday and a cultural tour called the Matakana Island Experience will be opened up for tourists.
Mr Ormsby said the cruise ships were still coming and "that lifts my heart." Two cruise ships, Volendam and Pacific Dawn, were in port yesterday with more 3000 passengers and crew between them. Tourism Bay of Plenty will hold a meeting with operators early next week and help them in promoting their businesses in the latest Bay of Plenty regional visitor guide and Great New Zealand Touring Route brochure, both due to be printed shortly.
Asked if he thought New Zealand's green, clean image would be impaired by the oil spill, Mr Ormsby said it could be a possibility.
"That's why we have to get out there and tell people the oil is not everywhere, and once the clean-up is finished we will be running an awareness marketing campaign, especially domestically," he said.
Brand expert Professor Malcolm Wright, of Massey University, said the oil disaster does not yet pose a threat to the clean green image, but the authorities need to act quickly or perceptions may change.
