Northland ratepayers are to fund the Twin Coast Discovery Highway's makeover into a 21st century brand to the tune of half a million dollars.
At its meeting on Tuesday, Northland Regional Council (NRC) said yes to economic development agency Northland Inc's request for $493,000 (excluding GST) to give the TwinCoast route more traction.
The 800km long, circular Twin Coast Discovery Highway, a baby of the now defunct Destination Northland, was the first promoted route of its kind in New Zealand when it started in 1999.
"It needs bringing into the 21st century," regional promotions and tourism boss Paul Davis said.
The money for the project, from the Investment and Growth Reserve seeded by NRC investments, not from general rates collection, will be spread over three years.
Northland Inc chief executive David Wilson, chairman Warren Moyes, Mr Davis and tourism consultant Brian Roberts presented the case, saying the investment could lead to an extra $20 million from visitors over the next five to seven years. A tourism economic assessment indicated it could create 200 new jobs before then.
The key point was that improving the now tired Twin Coast brand would spread regional growth, not just boost tourism, the Northland Inc heads said.
The funding will provide the leverage needed to attract another $1 million from other partners including the private sector, iwi and Northland's three district councils.
The upgrade would include developing a Northland attraction and information phone app, extending the route to Auckland Airport, signposting it with a trail of carved pou provided by iwi and new road signs.
Investors being courted for their contribution include NZTA which has indicated it will provide $60,000 in signs and Tourism New Zealand bringing $50,000 in marketing.
The scheme relies heavily on buy-in from Auckland, with the Twin Coast to be rebranded as an Auckland-Northland route. Northland Inc expects the project's tactical and infrastructure plan to be in place by mid-2016.
