For the love of tourism

By: Blogger

Kristin Dunne
Tourism Bay of Plenty

To be ambitious and bold is a great thing, especially when that ambition results in meaningful, restorative change.

This is a pursuit we hope to achieve by being a leader in expanding the tourism industry’s goals beyond economic growth and seeing the Bay of Plenty flourish.

We’ve worked closely with global place-making and destination management research experts Destination Think!, and you the community, to create a new plan, Te Hā Tāpoi | The Love of Tourism.

Building on our 2018-2028 Visitor Economy Strategy, the plan communicates the Bay of Plenty’s ambitious aspirations to flourish while balancing the needs of people, the environment, and the tourism industry.


Because tourism is a key contributor to the region’s economy – visitor spend for the year ending February 2019 sitting at $1,043million, an increase of 3% in the Coastal Bay of Plenty and in line

with national growth.

Instead of ensuring its sustainability we need to go further and strive for regeneration.

During this process, we’ve been learning about the heart and soul of the place we call home and how to care for it in the future, using the thinking of our kaumātua - “Regeneration”.

Tourism has become too dependent on the pursuit of growth. Regeneration is more than just reducing one’s footprint and doing less harm. It is about leaving our place better than we found it.

This is a new way of thinking and sends a clear message that we are going beyond sustainability, encompassing regeneration and gaining social license for tourism.

It’s a responsible plan for tourism growth that puts us at the forefront of thinking.

We have many passionate people in our region. Our role is to harness that energy in a spirit of community inclusivity.

It’s a bold vision for the future, but we believe it can happen.

For further information call the Bay of Plenty Tourism office on 07 577 6234 and we’d love to talk you through the plan in person.