The new regional tourism organisation aims to have more visitors, better tourism products and increased visitor spending in Hawke's Bay in the next two years.
Hawke's Bay Tourism, funded by tourism operators and the Hawke's Bay Regional Council, had its council funding confirmed yesterday.
A targeted rate will ensure $850,000 for tourismdevelopment, with an extra $60,000 from tourism businesses through Wine Country Tourism Association.
The organisation takes over the role of Venture Hawke's Bay, which ended the financial year $500,000 in deficit last July.
Councillors were positive about the new organisation, which has the support of tourism operators.
"It's a good framework for the information and we've got really good people behind it," councillor Tim Gilbertson said. "I think we've got a really good chance to make this finally work."
Council chairman Fenton Wilson was elected as the council representative for the organisation's board, which would have four other members.
Mr Gilbertson said the chairman's place on the board showed the council was committed to making the new tourism organisation work. "It's important to show we are supportive at the highest level. By putting [Mr Wilson] there it shows Hawke's Bay we're serious about this."
At the end of the discussion Wine Country chairman Sam Orton thanked the council for its support and said: "I promise we won't let you down."
Regional reaction to the organisation and the new Hawke's Bay brand had been supportive.
Hastings Deputy Mayor Cynthia Bowers said the collaboration between operators and regional council was positive. "The brand builds on the older Wine Country brand but is more contemporary and inclusive," she said.
Napier Mayor Barbara Arnott said she, and the council, fully endorsed the new logo and direction of tourism promotion in Hawke's Bay.
