The national tourism body has thrown support behind Tauranga sector leaders.
The first Discussing Tourism event by Tourism Industry Aotearoa was held in Tauranga on Monday.
The national tourism industry body invited Tourism Bay of Plenty chief executive Kristin Dunne and Tauranga mayor Greg Brownless to speak.
Dunne presented on Activating Destination Management Plans with Tourism Industry Aotearoa chief executive Chris Roberts claiming she is "leading the country in this matter".
"Tourism is worth more than an estimated $1 billion annually to the Coastal Bay of Plenty region."