Tourism New Zealand media personnel noticed a theme when they visited Waihi last week.
"Like it or not, gold mining is here and people are interested in it.
"They are intrigued by gold, by the whole idea of it," said Vision Waihi Trust chief executive Eddie Morrow to the group.
He explained plans initiated by Waihi Community Vision to grow the gold theme keeping the town vibrant and sustainable past mining.
"We have a significant heritage story to tell here," he says.
The new Waihi NZ's Heart of Gold branding and the move of the Pumphouse has, he says, increased pride and identity within the town.
The combined relocated visitor information at the top of town has created a visitor hub which will eventually culminate in the Gold Discovery Centre.
"This will tell our international and domestic visitors our own gold story, the early and the modern. Basically it's a story about bling; it's mysterious, it has intrigue."
The four Tourism New Zealand staff, along with Nicquel Rhoden from Tourism Coromandel, were visiting the area as part of preparation for the upcoming Rugby World Cup.
They travelled from Thames through Paeroa and Waihi to Whitianga and Coromandel town finishing with the scallop festival on Saturday.
"We were very impressed with the enthusiasm and energy of the operators we met and the cooperative spirit of the local tourism industry," said a Tourism NZ spokesperson.
"Seeing the Waihi Trust's plans for the future, including the Discovery Centre, was a highlight, as were the natural beauty of the region and the welcome we received from the industry."
Tourism group checks out Waihi features
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