Regional tourism organisations, including Bay of Plenty, will be making a bigger effort to become involved in joint marketing campaigns and entice tourists to their areas.
The Regional tourism organisations (RTOs) held their annual meeting during the Inbound Tour Operators Council (ITOC) New Zealand three-day conference in Tauranga and pledgedto work more closely together - a move that would increase their spending power.
Glenn Ormsby, general manager of Tourism Bay of Plenty, said the meeting felt that "we don't blow our trumpet enough. We all do a lot work behind the scenes and we have to be more proactive in letting stakeholders - local councils, ratepayers and tourist operators - know what we are achieving.
"If people realised what the RTOs did, they may be more forthcoming with funding."
The RTOs involved with Pacific Coast Highway tourist route and the Thermal Highway - including Tourism Bay of Plenty which covers the coastal area from Waihi Beach to Whakatane - discussed combining their resources.
"Instead of advertising in isolation, we can join the driving routes and operate joint marketing campaigns in both New Zealand and Australia," said Mr Ormsby.
Tourism Bay of Plenty was getting involved with Rotorua and Hamilton to attract more overseas tourists, particularly Australians.
Speakers at the ITOC conference yesterday included John King, chairman of the Australian Tourism Export Council; Chris Flynn, regional director of Pacific Asia Travel Association (PATA); and Leon Grice, a Rugby World Cup 2011 director who updated preparations for the event.
An earthquake forum was held, and former Australian rugby representative and columnist Peter Fitzsimmons closed the conference, the first time it was held in Tauranga.
