When visitors experience our world, sharing a moment with our people and our places, they become an extension of our community - loyal advocates and believers in our causes and our dreams for generations to come.
We know this as whanaukataka - or kinship - and we believe that it is by creating this strong sense of connection and common purpose that tourism can make a lasting difference.
Our destination management plan for Central Otago - honouring the past, embracing the present, navigating the future.
To help realise our ambition, a Destination Advisory Board has been selected to replace the former Tourism Advisory Board.
Destination Advisory Board
-
Chris Roberts
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.
-
Dani McDonald (Kāti Taoka, Kāti Huirapa)
Dani is a representative of mana whenua from Te Rūnanga o Moeraki, Kāti Huirapa ki Puketeraki and Te Rūnanga o Ōtākou.
Dani comes from a background in journalism and communications and is currently Kaiwhakahaere Whakapā / communications manager at mana whenua owned organisation Aukaha.
Previously, she worked with the Māori tourism sector at New Zealand Māori Tourism. Dani is committed to achieving mana whenua aspirations for the takiwā, ensuring Kāi Tahu values and practices are upheld and Kāi Tahu stories told appropriately.
-
Kate Hines (Youth Rep)
Kate has been nominated and selected to represent the more youthful voice of the region.
Her love for tourism started after moving to Queenstown when she was 21 and ended up working at AJ Hackett Bungy for almost five years helping to supervise the Photo & Video department.
After making the permanent move to Alexandra, Kate got a role helping to set up and oversee the Alexandra Information Centre, where she met incredible people who are passionate about the past, present and future of Central Otago.
Her current role is building itineraries with Bike it Now!
-
Mark Button (Local Operator Rep)
Mark has been nominated and selected by our local operators as their tourism business representative.
-
Mark Frood (Chair)
Mark has been part of the Central Otago Advisory Board since its inception in December 2018, and has been Chair since it's rebirth as the Destination Advisory Board.
Having been an independent business consultant, he is now the 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 Forrest
Shayne has been on the Central Otago Tourism Advisory Board since 2021 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.
-
Mayor Tamah Alley (CODC Rep)
Tamah was elected to the position of Mayor at the 30 October 2024 Council meeting, following the resignation of Tim Cadogan.
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.

Destination Management Plan
This plan is for all the people and places that help to create the magic that sets Central Otago apart.

Eventful Central Development Framework
A five-year event development framework and supporting action plan for 2024-2029

Community Engagement Survey
A survey of community views on the future of Tourism in Central Otago, used to inform the Destination Management Plan.

Market Perceptions Research
Research on current market perceptions for Central Otago.

Visitor Persona Research
A researched set of visitor personas on which to base the marketing for Central Otago.

Central Otago Tourism Strategy
Tourism Central Otago is tasked to deliver the goals and strategic projects identified within the Central Otago Tourism Strategy.

Tourism 2025
A framework to unite New Zealand's tourism industry and ignite strong, aspirational economic growth.

Government Tourism Strategy
The government tourism strategy sets out an active role for government in tourism - to enrich New Zealand through sustainable tourism growth.
Making a World of Difference Every Day

OUR REGIONAL VALUES
Make a Difference
Be at the cutting edge, setting directions and accepting challenges.
Respecting Others
Take the time to listen and understand other people’s opinions and cultural differences.
Embracing Diversity
Be open to new ideas, open to exploring the possibilities and appreciate the strengths and talents each person brings.
Adding Value
Always ask ourselves is there a better way – one that achieves a premium status, quality experience or interaction.
Having Integrity
Seek to be open and honest in all our interactions.
Learning from the past
Choose to learn from past experiences with the future generations in mind.
Making a sustainable difference
Make decisions with the community in mind and in harmony with the natural environment so we can help create the kind of place we can be proud of.
Protecting our rich heritage
Protect and celebrate our rich heritage in landscapes, architecture, flora, fauna and cultural heritage.
Meeting our obligations
Do the right thing by our region and check what legal requirements need to be met before you get started.
"Vision is a destination - a fixed point to which we focus all effort. Strategy is a route - an adaptable path to get us to where we want to go." - Simon Sinek
Making 'A World of Difference' every day is the vision of the Central Otago Tourism Strategy. The strategy puts the concept of value at the heart of tourism development in Central Otago and adopts the five central themes of the New Zealand Tourism 2025 Framework as foundations for the region's strategic priorities.
Tourism Central Otago leads the implementation and development of the Central Otago Tourism Strategy 2018 - 2028 with the guidance and support of an external Tourism Advisory Board.
Tourism Advisory Board
-
Mark Frood (Chair)
Mark has had an extensive international career with Tourism New Zealand and prior to that, experience with Destination Queenstown, as General Manager Marketing.
His early career was with Greenfields / Landbase Society (Timaru), all of which has given him some serious roots in the Southern region.
Mark’s most recent role was Tourism and International Market Development Manager with Auckland International Airport.
He is now an independent consultant, and has been re-appointed to the Tourism Advisory Board for another year, in the role of Chair.
-
Karen Jefferson
Newly appointed, Karen is locally based in Lauder and operates, alongside her husband Jean-Michel, not only a stunning venue popular for special occasions such as weddings, but also an award winning luxury New Zealand tourism company, Ahipara Travel.
Whilst being a motivated and experienced general operational manager, Karen is also currently on a sustainability / regenerative travel journey. With our goal for the Central Otago visitor industry to be carbon neutral by 2027, we look forward to Karen's advocacy in this space.
-
Shayne Forrest
Newly appointed, Shayne is originally a local Alexandra lad, now Deputy Chief Executive of Hobbiton having been a key player there since 2012.
Shayne brings over 10 years experience of sales, marketing, product development and operations alongside a proven track record of developing and implementing innovative business strategies.
In 2017 Shayne won the YoungTEC Excellence Award for outstanding efforts and contribution to the development of New Zealand's tourism industry by a YoungTEC member, swiftly followed by winning the Emerging Tourism Leader Award at New Zealand Tourism Awards.
We look forward to his contributions at our Tourism Advisory Board discussions.
-
Rudi Bauer
Widely considered as a far-sighted pioneer of the Central Otago wine region and one of the most charismatic producers in the country, we are privileged to have someone as highly regarded and connected as Rudi on the Tourism Advisory Board.
With his knowledge of the local, national and international wine world he adds real value and support, and will continue with the Board for another year.
-
Dr Susan Houge Mackenzie
Susan is a lecturer in the Department of Tourism at University of Otago.
She brings to the Board strong practical tourism management experience in the outdoor sector as well as impressive academic credentials with a particular focus on destination management (she is involved with the World Tourism Forum).
Susan has a keen interest in managing the relationship between visitors and host communities - something that is of vital importance to retaining the authenticity of the Central Otago visitor experience. She also has a strong affinity with Central Otago.
Susan has been re-appointed to the Tourism Advisory Board for a further two year term.
-
Tim Cadogan - Central Otago Mayor
Tim sits on the Board as the representative from Central Otago District Council. He is a passionate advocate for the region and its residents as he says in his CODC elected member profile ....
"It is easy to love this place, with its big skies, raw hills and wide-open spaces. It's a place where it's easy to feel as one with the world. It is also a place full of great people; from the 6th generation descendants of our earliest settlers to new residents who are bringing their knowledge and experience from all corners of the world."