Tourism industry expert Mike Simm believes the Bay of Islands has fallen behind as one of New Zealand’s top tourist destinations.
Tourism industry expert Mike Simm believes the Bay of Islands has fallen behind as one of New Zealand’s top tourist destinations.
A prominent Northland businessman and tourism industry expert warns the Bay of Islands needs a serious overhaul to avoid slipping further down the ranks as a preferred tourism destination.
Mike Simm, who was chairman of Destination Northland for seven years and co-owner of Fullers Northland for 12 years, saidthe Bay of Islands, Rotorua and Queenstown are the three “best known” tourism spots in New Zealand.
However, because of a lack of promotion and investment, “the Bay of Islands is rapidly losing that place”, he said.
“The Bay of Islands has previously been the iconic tourism destination for Northland.
“The strategy has been to make sure it’s performing well, then those benefits flow down to other tourist spots in Northland.
Simm’s comments come as Northland tourism and hospitality businesses call for stronger regional promotion amid falling visitor numbers and fewer cruise ships calling into the Bay of Islands.
Simm was inducted into the Northern Advocate Business Hall of Fame in 2012 for his outstanding contribution to business and the Northland community and is an Institute of Directors New Zealand distinguished fellow.
He is now retired and still living in the Far North.
Simm said recent figures showed an overall decline in guest nights, the true measure of economic success.
Ministry of Business, Innovation and Employment data show guest nights in the Bay of Islands fell 1.9% in the year to February 2026 compared with rises for Rotorua (+13.6%) and Queenstown (+5.6%).
He believes a lack of confidence in the regional tourism organisation (RTO) has led to a lack of investment in the area.
RTOs promote specific regions to domestic and international visitors and manage local tourism development.
Northland’s RTO is Northland Inc, jointly owned by Northland Regional Council (NRC), Far North District Council and Kaipara District Council since 2021.
Whangārei District Council became an equal shareholder in 2024.
Simm said Northland Inc “needs to create better partnerships with the industry sector”.
“They need to reconnect with the industry, be accountable for their performance, and report regularly to their funders against pre-agreed targets.
“Structural changes are needed before we slip further down the preferred destination rankings.”
Northland Inc head of destination Ben Chapman said the Bay of Islands remained one of Aotearoa’s “most recognised and sought-after destinations”.
“We’re focused on ensuring it continues to grow in a sustainable and competitive way.”
Chapman said in the 12 months to December 2025, Northland Inc delivered a programme of activity to support the region.
Guest nights have dropped in the Bay of Islands compared with Rotorua and Queenstown, which have increased.
That included international trade engagement across Australia, North America and India, hosting trade and media delegations to showcase Northland.
“Alongside marketing, we’ve focused on creating new reasons to visit.
“Initiatives like Savour Northland are helping to showcase the region’s food and beverage offering, support local producers, and encourage visitors to stay longer and explore more of Te Tai Tokerau.
“We’ve also facilitated over $1.7 million of investment into more than 70 events across the region, helping to drive visitation and support local communities, including in the Bay of Islands.”
Northland Regional councillor Geoff Crawford, who chairs the Joint Regional Economic Development Committee funding Northland Inc, said the committee received regular reporting on its activities and targets, including tourism.
“The joint committee recognises that partnerships can be improved and would welcome constructive dialogue with the tourism sector as to how this can be achieved.
“Partnership between Northland Inc and industry is vital, not only for tourism but also for other areas of Northland Inc’s activity.”
Jenny Ling is a senior journalist at the Northern Advocate. She has a special interest in covering human interest stories, along with finance, roading, and social issues.
