Greater industry cohesion, more effectively targeting visitors and promoting Rotorua's tourism investment potential are key goals for the new Rotorua tourism committee.
The committee has announced its main goals and strategies to develop the industry across the next 18 months at a meeting this week, following months of work with industry
operators and Destination Rotorua tourism marketing staff.
Chairman Tony Marks said the goals were highly targeted and strategies had been identified to bring each goal to fruition. Detailed marketing and communications initiatives are being developed to support these.
"Rotorua used to be the number one tourism destination in New Zealand and there is no intrinsic reason why it shouldn't be again. Other destinations have grown fast in the past 10 years. We need to grow faster."
He said the group was genuine about increased collaboration with industry and had decided to forgo the suggested industry group model for communication with the sector in favour of one-to-one consultations and industry forums.
"We have been out meeting with people and being very visible and proactive, offering opportunities to come and talk directly to us."
Marks said the committee had already formed relationships with key industry associations and groups.
"We have done the thinking and tested it with industry. Now you can expect to see things falling into place."
Key elements of the goals include increasing the proportion of international visitors, to build a strong web presence and to rebuild confidence in the industry by working more collaboratively and by creating an inviting tourism investment environment.
"If people are looking to invest in tourism, we want Rotorua to be right up there. I am confident in the next couple of years we will see some major investments coming into Rotorua."
Domestic promotion will see an increased focus on Auckland, making it as easy as possible for people to get to Rotorua and access everything it has to offer.
Seven key goals
1. Aggressively target and grow the Asian visitor market - particularly China
2. Grow and increase Rotorua's share of Australian visitor arrivals - especially off peak
3. Increase the average room nights and spend to equal national averages
4. Increase the Auckland visitor market by 3 per cent or 30,000 visitor nights
5. Create value and work in partnership with Rotorua operators
6. Take a leadership position in online marketing and travel searches
7. Increase ease of access to Rotorua for visitors
