3 August 2006

Tourism management requires regional response

A fresh approach in dealing with the management and funding for tourism growth in the Auckland region is being recommended by Auckland City's Economic Development and Sustainable Business Committee.

"Tourism is a key plank in the economic development of the region and enhanced tourism management, supported by a wide representation of the industry and related stakeholders, is essential if we're going to capitalise on this important market," said committee chair Councillor Richard Northey.

Auckland City Council currently provides most local authority funding for Tourism Auckland and a review of the organisation has shown the need for a wider scoping of tourism's promotional management region-wide.

"There needs to be a sharper regional focus on the six functions of tourism commonly pursued in tourism marketing," said Councillor Northey.

These are:

* destination marketing
* attraction and promotion of meetings, incentives, conferences and events (MICE) * facilities marketing
* visitor information centres
* tourism-related infrastructure advocacy
* cooperation among tourism industry associations.

"Our review of Tourism Auckland's operation has shown the need for a wider examination of roles and responsibilities across the region and with all parties associated with tourism management. We'll be organising discussions along these lines."

A further report will be submitted to the committee which this week approved $1.645 million in funding for Tourism Auckland, tagged with new performance measures and agreed outcomes.

ENDS

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