Plan sets out road map for tourism sustainability

29 August 2022

Destination Wairarapa has developed a roadmap to ensure tourism tracks a course that will benefit everyone in the region.
General Manager Anna Nielson says the Destination Management Plan is a watershed for tourism in the region.
"The plan is a critical document to ensuring tourism grows sustainably and continues to provide social, environmental, cultural and economic benefits for the whole community," Anna Nielson says.
A Destination Management Plan was a key deliverable of the Government's Strategic Tourism Assets Protection Programme (STAPP), announced in late 2020.
The STAPP funding had two other objectives: to grow the domestic tourism market, and to build capability and product development.
"It enabled us to beef up investment into domestic marketing campaigns at a time when it was really needed," Anna Nielson says.
In the two years since the pandemic hit, the Wairarapa region has experienced one of the highest growths in tourism spend.
"The Destination Management Plan is going to enable us to continue on this upward trajectory, and to ensure growth happens in such a way that benefits the whole community.
"We also are extremely fortunate to have three supportive councils who are major funders of our tourism work. We are also fortunate to have other funders, in particular Trust House whose significant funding is critical to enabling Destination Wairarapa to carry out its work," Anna Nielson says.
Destination Wairarapa board chair Robin Dunlop says the Destination Management Plan is a significant body of work, containing the voices of all of the Wairarapa, as represented by the many stakeholders.
"What everybody has told us is, tourism and the benefits it brings are strongly valued here, but any growth cannot be to the detriment of our lifestyle, our culture or our environment," Robin Dunlop says.
"The plan lays out a roadmap for everyone in the tourism sector to work towards achieving stronger social, environmental, cultural and economic wellbeing for the community, using tourism as the enabler."
Masterton, Carterton and South Wairarapa councils have all adopted the plan.
Masterton Mayor Lyn Patterson says the plan points the way to increasing visitor numbers while ensuring benefits for those living and working in the region, as well as the environment.
Carterton Mayor Greg Lang says the region is "humming and we are leading the country when it comes to attracting visitors".
"This plan will help us continue to grow what we have already built for our residents, businesses, and visitors," Greg Lang says.
South Wairarapa mayor Alex Beijen says, the Destination Management Plan is an inspirational plan for the development of tourism in our region.
"The research and consultation have pointed to a new approach to markets and promotion, and I look forward to strengthening our tourism as a result," Mr Beijen says.
In recognising the third component of the STAPP funding, to build capability and product development, Destination Wairarapa has appointed Chrissy Cummings as Product Development Manager.
A key executive in the Wellington hotel industry over the past 15 years, Chrissy Cummings has a wealth of tourism experience. Her most recent role was Director of Sales and Marketing for Accor, based at Sofitel in Wellington.
"I've been lucky to have enjoy the region as a returning visitor over the past decade and while I'm familiar with much of the region, there are so many people and products I've yet to meet and experience.
"I'm passionate about tourism and this new role is really my dream job. I can't wait to bring my industry insight and experience to help our operators with visibility, increasing revenue and enhancing the incredible products we already have here."
The Destination Management Plan is available on the Destination Wairarapa website.
ENDS
For more information please contact:
Anna Nielson
General Manager
027 277 3388