New tourism strategy for Central Otago

Monday, July 2, 2018

A new tourism strategy is in the pipeline for Central Otago, which is geared towards changing the structure of the district’s leading tourism body, Tourism Central Otago.

 
An external advisory board would be established for creating a stronger engagement with the private sector, with a broader range of expertise to supervise the strategy’s implementation.

 
Tourism Central Otago would remain as a council business unit with the advisory board.
A strategy report presented to the Central Otago District Council said that next year there would be four main projects: a “reinvention” of a digital website and portal, a tourism master plan, the development of the “world of difference” brand and better transport links for visitors travelling through Central Otago.

 
A three-tier membership model would also be presented to organizations in the tourism industry in order to increase their engagement with the tourism process. Increasing visitor expenditure from $188 million (2017) to $378 million in 2027 is another priority.

 
A tourism planning manager would be added to the staff list along with a marketing and administration manager. Tourism Central Otago general manager Glenys Coughlan said that the new strategy would allow the district to stay “ahead of the curve”.

 
Coughlan said, “There are a number of new developments in the pipeline, including the extension of the cycle trail network, the establishment of a touring route that will connect Central Otago with Dunedin and Queenstown, night sky tourism opportunities, wine and food tourism, and developments in the arts and events space.”

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