Kristin Dunne Tourism Bay of Plenty

Let's be honest, the Bay of Plenty can be enjoyed year-round.

Sunshine and surf mixed with world-class events, cruise ships and festivals might be our summer staples, but there is more than meets the eye when the seasons change.

Which is why we're on a mission to set the record straight and show the rest of the nation just this.

Following on from the success of last year's domestic campaign enticing Cantabrians to travel here, from May to November, we're moving a little closer to home with another region appeal.

This time we're partnering with Wellington International Airport and Air New Zealand to target Wellingtonians to escape the city and head north for some sun during the winter months.

Where to go, what to do, and everything new, fun and delicious that's happening in the Bay of Plenty will be on display in the capital via a domestic campaign from March 15 to May 19.

The iconic National Jazz Festival Tauranga over Easter, ‘Gincredible' a brand-new boutique festival celebrating craft gin or the colourful Frocks on Bikes at Waihi Beach.

Couple this with kayaking, scenic walks, craft breweries and local artisan cuisine and you have all the inspiration you need to get out and explore the best our region offers over this period.

By sharing the Bay's unique year-round tourism appeal, we can help reduce the impacts of seasonality on our region to make the tourism industry more sustainable, so that local businesses can recruit more staff and retain them year round due to more sustained patronage.

With ease of access, an abundance of unique and diverse attractions, and robust tourism-related infrastructure, we have all the makings of an even greater visitor experience.

Bolstering these winter months hold the key to realising our tourism potential.