Photo: www.hotshots.co.nz
“A major step forward has been taken with the signing of an agreement on the funding and deliverables of a research project to create a tourism development plan for the Matakana Coast and surrounding regions,” says steering committee chair Charlotte Cuffe.
The joint project – between the New Zealand Tourism Research Institute NZTRI (based at AUT), Rodney District Council and local tourism and business groups – aims to develop a sustainable, five year strategic tourism development plan for the region and capitalise on the area’s tourism attractions.
“This plan will detail an inventory of current and potential tourist attractions, identify what needs to be done to enhance tourism opportunities and set specific goals and objectives to improve the marketing and appeal of the area,” Ms Cuffe explains.
The Matakana Coast region – which stretches from Puhoi in the south to Pakiri in the North, and includes Leigh, Matakana, Mahurangi and Warkworth – has experienced rapid development both as a tourism and lifestyle destination over recent years.
Since a number of awareness meetings were held with the tourism and business community during April, plenty of activity has been happening behind the scenes. A project steering committee has been formed, which is made up of funders for the project and broadly represents tourism and business groups from throughout the area.”
This committee also includes : Allan Barber, Matakana Coast Wine Country; Barry Jones, Matakana Village; Chris Ward, Warkworth Business Association; Ian Bateman, Puhoi Business Group; John Baker, Matakana Country Park developer; Julie George, Leigh by the Sea Business group; Richard Didsbury, Matakana Village developer and Tourism Auckland Board member; Robin Allan, Warkworth I-site; and Robin Ransom, Matakana Wine Growers.
The steering committee has been working closely with NZTRI to further develop and refine a ground-breaking research programme for the region which has now been finalised.
“In adopting these approaches, the Matakana Coast area will put itself at the cutting edge of global attempts to better reach tourism’s potential to create a sustainable source of wealth and community benefit,” says Simon Milne, NZTRI director.
The research programme is made up of the following four key parts:
1 - Tourism research inventory June – October 2010. This will include interactive maps to assist visitors with trip planning.
2 - Business survey August – September 2010. This will involve a stakeholder survey to identify key issues for businesses in the area. This will provide insight into regional tourism development as well as a barometer of industry needs and issues.
3 - Visitor surveys. A low season survey - June to August 2010, and a high season survey - December 2010 to February 2011. This will provide low and high season tourism and market research visitor data
4 - Community survey. This will be conducted online in July 2010. It will aim to gather input from the wider community and investigate how the community views the relationship between tourism and their quality of life, as well as their attitudes towards the evolution of tourism in the area.
This research programme is expected to be completed by April 2011, when the data will be analysed by NZTRI and the steering committee to help them develop a strategy document identifying short, medium and long term priorities for the region.
Photo courtesy of www.hotshots.co.nz :
Members of the Matakana Coast Tourism Steering Committee toast the signing of its research agreement from left to right: Robin Ransom; John Baker; Robin Allan; Allan Barber; Charlotte Cuffe; Andrea Hinchco; Richard Didsbury; Barry Jones; Chris Ward; Julie George and Dave Dodsworth.