It has been successful. Since then Taranaki has grown in confidence and capability when it comes to ensuring that we can attract visitors and meet their needs. Signs of this are everywhere. Since 2004 the number of Qualmark approved tourism operators has risen from just one to more than 50. Taranaki’s visitor number growth
regularly outshines the national average and many new products have successfully entered the market. The Taranaki Regional Visitor Strategy celebrates and builds upon these solid foundations.
The Taranaki visitor industry is constantly competing against the rest of New Zealand and the rest of the world in terms of attracting visitors at many levels – their attention, their custom, and their glowing recommendation. We are also competing to attract and retain the ideas, people and businesses that will grow the sector
and ensure that it continues to make a positive contribution to the regional economy. Tourism is New Zealand’s largest export earner, and the vision must be to grow the sector to have the same importance for Taranaki.
Looking forward
This Strategy will enable the region to remain competitive in this changeable industry and manage both the challenges and opportunities that will arise for the benefit of Taranaki.
The Strategy’s aim is for a more competitive, stronger and sustainable Taranaki visitor sector that offers an experience built around Taranaki’s unique attributes – its landscape, its people, its history and its stories.
The Strategy is naturally ambitious, but so is Taranaki.
Our visitor sector and our business community have always exhibited great energy, creativity and passion. We must now ensure that this is aligned in a common direction and that our efforts are focused towards a shared outcome. It is time for action.
