Group blazing trail towards goals

How is the Rotorua Tourism Committee progressing towards its seven key goals?
Members talked through the progress at their July meeting on Thursday, July 7. Chairman Tony Marks said he was delighted to see so much happening with such quality.
1. Aggressively targeting the Asian visitor market

A workshop with Asian market representatives from major attractions is planned this month. The aim is to get input from people in that market to develop a "trade kit" to help Rotorua project consistent messages.
The material in the kit will be available in English and Chinese, with Korean and Japanese packs a possibility.
2. Increasing Rotorua's share of Australian visitors

Rotorua is to host the annual conference of the Australian Society of Travel Writers in October under a memorandum of understanding with Tourism New Zealand, with TNZ underwriting the core costs and Rotorua stepping up to provide event staging.
Destination Rotorua Marketing acting general manager Tania Bui said this was a tremendous opportunity. "Rotorua has never before hosted this prestigious and influencing group and it would be almost impossible to engineer the level of exposure and influence that can be attached to the free and independent/Australian travelling market that could be achieved through this one event."
3. Increasing average room nights and spend to at least the national average

In a bid to attract more high-end visitors, the organisation is putting together a luxury brochure and collateral by month's end.
4. Increasing the Auckland visitor market by 5 per cent

Consultation is winding up on the #1 Queen St promotion and the calendar is expected to be finalised by July 18. Destination Rotorua Marketing has also negotiated with Kea motor homes to include a promotional Rotorua DVD in all vehicles from late August. This is the first time a destination has had this sort of access to the consumer. Air New Zealand passengers will see more of Rotorua on the inflight programme from October.
5. Working in partnership with Rotorua region operators

Efforts to work more closely with operators resulted in an industry forum on June 8.
6. Taking a leadership position in online marketing and travel search

Work has started on developing templates for use in all e-communication through Jericho. This will enable Destination Rotorua Marketing to report more fully while freeing Adrian Hodge up to work on the website.
7. Increasing ease of access to Rotorua

Projects are in the pipeline but are commercially sensitive.