Tourism is all around us but it wouldn't hurt Northlanders to become more aware of the importance of this industry.
Stroll through Paihia, and you can't ignore the hubbub of accents.
But tourism is around us in more subtle forms - visitors discussing grocery purchases in our supermarkets, the couplesstudying maps over a coffee al fresco at the Town Basin.
Do you say "hello?" Many Northlanders who have travelled overseas will take the time to greet visitors, we know the importance of a friendly face or the value of "local knowledge".
Martin Snedden, the Rugby World Cup boss, was big on this - be friendly to our visitors.
Because, individually, we are all ambassadors for our region and, collectively, we can create an extraordinary asset that will attract more tourists.
And here's where our self-awareness needs to improve, because we underestimate the importance of tourism as in industry. Tourism is subject to peaks and troughs, like any industry. But it is a solid pillar of the Northland economy that is only going to get bigger.
Look at the tourism projects bubbling in Northland. The Hundertwasser Art Centre (HAC) in Whangarei will attract visitors.- Such is the confidence in the HAC, that hotels are prepared to invest and create 110 jobs.
