Forever Hauraki Coromandel
What is destination management?
A way of taking responsibility for all aspects of our region that contribute to our visitors’ experience while making sure our communities and our environment are better for it.
It is the process of leading, influencing and coordinating the management of all elements that make up a visitor destination, including the attractions, amenities, access, marketing and infrastructure. This process takes into account the perspectives and expectations of all parties – visitors, local residents, mana whenua, businesses and the environment.
The Destination Management Plan is a holistic vision shared by all members of our region. It is a guiding framework to ensure alignment of future activities, and can be used by all members of our region, including community groups, iwi and Councils.
The evolving role of Destination Hauraki Coromandel.
Traditionally, as a Regional Tourism Organisation, Destination Coromandel was tasked with destination marketing to bring as many visitors as possible to the region, to increase visitor spending, and support tourism operators to develop new and innovative attractions. The impacts of Covid-19 have resulted in reflection within the New Zealand tourism industry, with the realisation that this volume-based model no longer serves our people and our environment well.
In consultation with all stakeholders, we are evolving into a Destination Management Organisation (DMO), with this DMP at the heart of our business planning. As a DMO it is our job to help ensure the long-term sustainability and protection of our environment and communities, to advocate for our community way of life, strengthen relationships between visitors and locals, and contribute to a strong and vibrant future for Hauraki Coromandel.
We also need to find ways to make tourism deeply sustainable, so that visitors help improve our economy, our environment, communities and cultures, while still enjoying a “good for your soul” experience.
Destination Management Framework
Developing Forever Hauraki Coromandel
Please help us by sharing your view on how you would like Hauraki Coromandel to look for our future generations.