Strategies & Reports
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
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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.
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Kate Hines
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 in Digital Marketing based in Cromwell, but still has strong ties to Central Otago tourism when helping out at Bike it Now!
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Mark Button
Mark has been nominated and selected by our local operators as their tourism business representative.
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Mark Frood
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.
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Shayne Forrest
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.
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Tamah Alley
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.
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Tara Druce
Tara is a staunch advocate for a sustainable and regenerative tourism sector led by innovation and insight.
Based in Alexandra, Tara is the Customer Manager South Island for New Zealand Trade & Enterprise's Tech & Services.
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.
Destination Management Plan
This plan is for all the people and places that help to create the magic that sets Central Otago apart.
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Community Engagement Survey
A survey of community views on the future of Tourism in Central Otago, used to inform the Destination Management Plan.
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Market Perceptions Research
Research on current market perceptions for Central Otago.
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Visitor Persona Research
A researched set of visitor personas on which to base the marketing for Central Otago.
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Central Otago Tourism Strategy
Tourism Central Otago is tasked to deliver the goals and strategic projects identified within the Central Otago Tourism Strategy.
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Tourism 2025
A framework to unite New Zealand's tourism industry and ignite strong, aspirational economic growth.
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Government Tourism Strategy
The government tourism strategy sets out an active role for government in tourism - to enrich New Zealand through sustainable tourism growth.
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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.