NEWS AND YOUR VIEWS FOR OUR DISTRICT

      

12-Sep-12

A new strategy for tourism

by Kim Munro


The new Kauri Coast Tourism Development Group (KCTDG) is a tourism promotion initiative with a difference

Left to right: Ian Farrant, Betty Nelley and Shane Lloydd

While the principal aim of the KCTDG is to increase visitors to the kauri coast, their focus is on adopting an overarching strategic approach to support tourism in Northland as a whole.

The group collectively provides business acumen, knowledge and experience in the tourism industry, and has been working together for over 12 months.

The members are owner of Waipoua Lodge, Ian Farrant, CEO of Matakohe Museum, Betty Nelley and owner of Copthorne Hokianga and Footprints Waipoua, Shane Lloydd.

Together with James Brackenbury, who represents Dargaville and surrounds, the group brings a strong representation to the regional picture through their role on the Northland Tourism Development Group.

“This is a really exciting opportunity and is gaining a very positive momentum.

We are adopting a strategic, collaborative and cohesive approach to strengthen the awareness and promotion of the kauri coast as a whole. Although a strategic approach is not a new concept, it has been dif cult to achieve in the past, but now it’s happening,” says member, Ian Farrant.

The group works with tourism industry groups throughout Northland including the newly formed Economic Development Agency (EDA) which has replaced Enterprise and Destination Northland.

KCTDG member Shane Lloydd is tourism sector representative for the Northland Economic Advisory Group (NEAG) and will provide a strong voice for Northland and the Kaipara.

The NEAG, which comprises 14 representatives across the major economic sectors, is an advisory group to the EDA which promotes tourism and economic development in Northland.

“The recent changes within the key tourism industry structure has provided an ideal platform for the group to launch a promotional strategy for the region.”

“Our aim is to work collaboratively with a diverse range of interested parties as an increase in numbers to the region also bene ts non-tourism businesses, for example supermarkets and petrol stations.”

Mr Farrant stresses that ‘the group does not seek to replace the work of community groups or how they represent themselves.’

The first initiative is the coordination of the kauri coast composite advertorial which will feature from the Brynderwyn to the Hokianga in a dedicated Northland supplement in the NZ Herald, September 11.

“This is a great opportunity and has been well supported — we booked four pages but have now taken a fifth!”

A new kauricoast.com website to showcase the kauri coast has been commissioned by the KCTDG.