From Destination Marketing to Destination Management
From Destination Marketing to Destination Management
In almost every visitor destination around the world, the development of tourism has been market driven with a focus on the benefits that growing visitor spend can bring to national and regional economies. Historically less attention has been paid to recognising and managing the impacts (or burdens) of tourism growth on a destination’s environment, communities, indigenous cultures, infrastructure, capital projects, other productive sectors and workforces.
Until now, that is.
Central Otago's Approach
Central Otago has chosen to adopt a 50-year planning horizon. This ensures intergenerational changes in values and aspirations are built into the planning process alongside the acceleration in digital (and other) technologies, the emergence of new economic theories and political structures.
Central Otago District Council (CODC) was an early adopter of destination management (Central Otago Tourism Strategy 2018 -2028) understanding that a more balanced approach is necessary for tourism to make a positive and sustainable contribution to the district economy, the well-being of its communities and environments.
Using a values-based tourism model the strategy set out to double the value of tourism without doubling the number of visitors. It led to a range of game-changing projects designed to get the ball rolling towards a better future.
Rolling forward to 2022, the journey undertaken in development of this Destination Management Plan (DMP) has been far-reaching and inclusive of many rich sources of information and inspiration.
The DMP was commissioned by CODC with generous insight and guidance from Kāi Tahu and reference to the values that underpin Central Otago’s A World of Difference Regional Identity. The process has been overseen by Tourism Central Otago and their Tourism Advisory Board in consultation with key stakeholders, and reviewed by the officers and elected members of CODC .
Intergenerational Horizons - Bold Ambitions
Encouraged by the intergenerational thinking of mana whenua and CODC’s own values and planning philosophies, the 50-year rolling horizon adopted in the DMP is underpinned by research that identifies the aspirations for the future from a range of different perspectives, and working these perspectives backwards from there to the steps that need to be taken to realise those ambitions, broken into short, medium and long-term plans:
• a 50-year statement of ambition and the future states that have inspired the plan
• Ten long-term strategies to meet future challenges and leverage new
opportunities that arise
• a 10-year plan that will re-set overall direction
• a 12-month activity plan to build on that momentum
• a summary of the current state of initiatives already underway
This plan is for all the people and places that help to create the magic that sets Central Otago apart. It is for all those people who share, or will share, a strong affinity with Central Otago and want to see the magic live on for generations to come.
Honouring the past, embracing the present, navigating the future
Ko Te Toa i a Tini i a Mano o Te Takata
We possess the strength of many, it is the contribution of the multitudes that ensures success
Destination Advisory Board
Chris began his working life as a radio journalist, before moving to Parliament where he worked for the Minister of Tourism.
After a decade in the energy sector he returned to tourism when he joined Tourism NZ as General Manager Corporate Affairs in 2012.
In 2014 he was appointed Chief Executive of the national tourism industry association, which changed its name to Tourism Industry Aotearoa in 2016.
Chris left TIA in early 2022 and is now a tourism consultant and advisor, based in Wellington, working with local and international clients.
Kate has been nominated and selected to represent the more youthful voice of the region.
Mark has been nominated and selected by our local operators as their tourism business representative.
Mark has been part of the Central Otago Tourism Advisory Board since its inception in December 2018, and Chair for the last two years.
He is an independent business consultant, acting General Manager Tourism and Events at Great South and is also a Board member of Eat New Zealand.
He has had an extensive international career with success in the aviation, tourism travel and trade sectors.
Shayne has been on the Central Otago Tourism Advisory Board for two years and has family connections to Alexandra having grown up there.
He is the General Manager of Tourism at Hobbiton™ Movie Set and has a track record of developing and implementing innovative business strategies.
He is a previous winner of the Young Tourism Export Council Excellence Award and the New Zealand Tourism Award for Emerging Tourism Leader.
Tamah is a second term Councillor at CODC.
Together with her husband and three children, she believes that Central Otago requires a voice for growing families to ensure Central Otago remains progressive, innovative and affordable.
Formally a police constable, she is passionate about enabling positive outcomes for communities, both urban and rural.
Environmental sustainability coupled with economic viability and development are those things that she believes are important to successfully grow a region in a way that retains the values of why people live there.
Tara is a staunch advocate for a sustainable and regenerative tourism sector led by innovation and insight.
Based in Alexandra, Tara is the Director of Business Growth and Sustainability for Business South Inc. overseeing the delivery of government contracts in business, workforce and youth development. She is also a ministerial appointee to the Otago Conservation Board and a previous Chair.
Tara has a background working in public policy and research and, in recent years through her consulting business, has offered professional services in community, tourism and business planning, managing projects at local, regional and national levels.