“Not only is Adam a great strategist and leader, but he’s also a top-quality developer of product and knows what it takes to grow tourism businesses," Mr Murphy said.
"His experience in the digital realm is also incredibly valuable as we see the industry move further in this direction.
“He’s worked his way from the ground up, from Hell’s Gate to representing our national brand overseas. That kind of career path is exactly what we were looking for. Adam is someone who can drive the strategic direction of our tourism industry and engage authentically with our operators to develop and deliver the kinds of experiences our visitors seek.
“We’re thrilled with Mr Hughes' appointment and look forward to introducing him to the sector.”
Mr Hughes said moving here was a huge opportunity.
He was relishing the prospect to daily, weekly and yearly work to build growth in the region, growth that he believes will be underpinned by the natural resources, beauty, people and history of this region.
He said the region’s potential was by no means untapped and recognises plenty of people have been working hard for a long time.
“The more I talked to the Activate team the more I realised there had been some great work done," he said.
"I was also struck by the community’s passion and desire to be a more active and relevant player in the tourism space.
“If we’re going to get stuck in, we need the community behind us. I get a sense that’s the case, and that’s empowering.”
Mr Hughes will be officially welcomed to the Activate Tairawhiti team on Friday morning with a small whakatau. He officially takes up his position on Monday, September 4.
