Destination Management Plan Sets New Direction for Taitokerau Northland Tourism


Destination Management Plan Sets New Direction for Taitokerau Northland Tourism

The Partners have today released the new Taitokerau Northland Destination Management Plan, with a vision of enhancing the value of Tai Tokerau Northland’s visitor experiences.

Recognising the importance of collaboration with iwi, hapū and stakeholders, the Destination Management Plan aims to generate positive impact on Northland’s environment, communities, businesses, and future generations.

With a global shift in the visitor industry towards a Destination Management-based approach, the Ministry of Business Innovation and Employment released guidelines in 2020 to aid Regional Tourism Organisations in developing tourism plans which maximise the benefits to the region whilst managing any negative impacts.

Tai Tokerau Northland’s Destination Management plan is particularly timely given the challenges which the region’s visitor industry has faced during the Alert Level changes over the past 18 months, says Ngaire Wilson, General Manager of Te Au Marie Trust.

“In a changing landscape as a result of COVID-19, a re-focus and re-design of destination management was necessary to better enable the wellbeing of our people, our region and those who come to visit us. But to do this we needed to get smarter and work together. This new, inclusive strategic approach supports participation across communities, industries, education, agencies, local and central government to link these separate elements for the better management of our place, Tai Tokerau Northland.”

April Erueti, Māori Enterprise Partner at Te Puni Kōkiri says that collective action across agencies, iwi and communities under the Plan will support Māori Economic Resilience.

“The Taitokerau Northland Destination Management Plan in partnership with Te Puni Kōkiri serves to advocate for Māori Economic Resilience. The role of championing the growth and opportunities for iwi and Māori businesses, to participate and lead in Māori future-focused sectors of the economy, is significant and a key message of the plan. Creating better futures is simply our desire, for Māori to be well in all areas, including the political, economic, social, technological and environmental. The sustainability of our people, our place, our culture and resources is paramount.”

The plan was also guided by a leadership group comprising of Northland industry leaders, iwi, hapū, agencies and local and central Government representatives. Leadership Group Co-Chair Dame Jenny Shipley says “This work will be one of several important pillars that will see Tai Tokerau Northland achieve vibrant success. The objective of the leadership advisory group is to enable, inspire, motivate, and deliver meaningful steps that will shape the future for us all.”

CEO of Northland Inc, Murray Reade, says the move to Destination Management Plan allows Tai Tokerau Northland to develop and best manage the sustainability of its visitor industry.

“Tai Tokerau is home to some of New Zealand’s iconic attractions such as the Bay of Islands and Te Rerenga Wairua – Cape Reinga, but there is a significant portion of our region which remains undiscovered. The Destination Management Plan guides us in managing our high-profile attractions to ensure long term sustainability, while identifying and developing those attractions and areas which are yet to be discovered.”

Further information on the Taitokerau Destination Management Plan can be found at


For further information, please contact:

Hannah Mackay
Communications Specialist
Northland Inc
M: 021 1777 110

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