The Bay of Plenty offered both sophistication and a laid-back lifestyle, with the ability to go "beach to boutique", Tourism Bay of Plenty head of marketing and communication Kristin Dunne (pictured) said.
The four episodes of TV3's The Bachelor which were filmed in Tauranga proved how much there was to do and showcased the area, she said.
Domestic travellers make up 75 per cent of visitors to the coastal Bay of Plenty, largely from Auckland and the Waikato.
Expanding the tourism industry would require the region to continue to compete domestically and grow new international markets from Australia, Europe and Asia, as well as emerging markets such as South America, India and the United States.
Tourism Bay of Plenty general manager Rhys Arrowsmith said the region needed to work to its strengths and "hold true to what makes the region unique from the rest of New Zealand".
"We have the opportunity to promote our destination to high yield visitors who want authentic, quality experiences in a naturally stunning environment."
Blokart Heaven track supervisor Taylor Stowell said the majority of their business came from the Bay, then wider New Zealand.
Tapping into the international market would give the local tourism industry a real boost and, in their case, showcase a Bay designed and invented activity to the rest of the world.
He believed international tourists were not venturing out to Papamoa when they came to Tauranga.
Mr Stowell thought public transport would be an important focus to increase visitor numbers and spending.
Tourism Bay of Plenty chairman Ian Smith was optimistic that visitor spending could be increased.
The goal of a billion dollar industry was also backed by local government, with Tauranga City Council confirming an 8.3 per cent increase in funding, for the current financial year.
Mayor Stuart Crosby said there was "no reason that [$1b by 2030] can't be achieved".
Almost $8m in additional event funding in the next 10 years would encourage that.
