"Rather than turning some of that against the activities of the Tourism Committee, turn it towards positive activities and join us."
Marks said there had been a lot of discussion in the industry about lack of consultation and communication and this was an opportunity for people able to give the time and energy required for the roles to step up.
This means at least three days a month spent on reading documents and attending meetings and committee members would be expected to have a visible presence at industry functions.
"There is an expectation that the Tourism Committee will have a more visible leadership role than they have had in 2011.
"We have accepted that criticism and will be taking a more visible, public profile."
Marks said the committee had also been listening to calls for more industry input into appointment decisions and, at its October meeting last week, the committee voted unanimously in favour of recommendations to include two industry representatives on the selection panels for the committee positions and for the appointment of a new general manager for Destination Rotorua Marketing.
Rotorua District Council chief executive Peter Guerin said tourism operators had requested more involvement and these would probably be selected through electronic voting.
After some discussion, it was decided that each tourism entity would have one vote, rather than basing the system on the Destination Rotorua Marketing database, which may include several people from some organisations and none from others, or on payment of rates, as this would exclude businesses paying rent rather than rates.
The goal is to have the two new committee members in place by Christmas.
Aviation, Tourism and Travel Training Organisation chief executive Elizabeth Valentine is leaving New Zealand next year to study in Brisbane, but has offered to continue in her role on the committee until the end of her one-year contract in June.
Members voted unanimously to waive her normal remuneration and, instead, put the same money towards flights back to New Zealand for meetings.
Marks told the committee this change should be "fiscally neutral" for the council.