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Gold Heritage Project Overview

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Destination Coromandel, together with the Hauraki Tourism Action Group, have selected Gold Heritage as a project to deliver in 2021. Find out more about who we are, project background and next steps to support Gold Heritage visitor attractions below.

DESTINATION COROMANDEL

Destination Coromandel (DC) is the Regional Tourism Organisation (RTO) tasked with promoting the region under The Coromandel good for your soul brand. Our region includes Thames Coromandel and Hauraki Districts. We are funded by the respective councils and businesses involved in the tourism industry via user pays advertising.

STRATEGIC TOURISM ASSET PROTECTION POLICY (STAPP)

Having recognised RTO’s role in the tourism system, MBIE announced a $20.2 million STAPP fund for the 31 RTO’s across New Zealand. DC were successful in applying for $700,000 to allocate across 16 projects. The projects are required to be delivered by the end of 2021.

The funds have required DC broaden our Destination Marketing mandate into Destination Management and Planning, Industry Capability and Product Development.

INDUSTRY CAPABILITY AND PRODUCT DEVELOPMENT

DC have selected 6 projects within this category, including Gold Heritage Product Development.

Project Brief;

Purpose - Improve capability of gold heritage product/workforce along the Hauraki Rail Trail* to improve quality and consistency (visitor satisfaction) and business sustainability.

Project Objectives

  1. Progress product that have potential to consistently deliver quality experiences and improve our tourism ecosystem
  2. Deliver environmental benefits to area
  3. Long-term Management Structure determined (e.g. Management & Marketing support of product)

An overall objective for all projects is to help improve The Coromandel tourism ecosystem; so everytime a visitor travels to the region they enhance life for nature, locals and (future) visitors.

NEXT STEP - BUSINESS ASSESSMENT

An assessment of key aspects of Gold Heritage visitor product will be performed. This is a great opportunity to;

  • Understand what support will best help your visitor attraction
  • Join a marketing cluster that promotes your attraction

If your visitor attraction has elements of Gold Heritage and you would like to be included in the assessment please contact Destination Coromandel.

Please don’t hesitate to contact Destination Coromandel with any questions.

 *Gold Heritage attractions from locations outside of the Hauraki Rail Trail may also be included (e.g. Coromandel Town)


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