A regional rebrand, greater community engagement, and hands-on support for tourism operators are just some of the major strategies outlined by Tourism Bay of Plenty in their 2016/17 annual plan.

Setting the tone for BOP tourism over the next year, the plan has gained approval from Tauranga City Council and Western Bay of Plenty District Council.

The beautiful Bay may see more tourists over the coming year. File Photo.

This is the first plan released under the guidance of TBOP CEO Kristin Dunne, who says it's a starting point to overcome current issues and push the region forward into the global arena.

'While national tourism figures relating to international visitors are at record levels, the Bay is not getting its fair share of the growth.

'We are taking on board advice from Tourism New Zealand and Air NZ, addressing areas that are potentially holding us back from our full potential as a vibrant, attractive destination.”

The plan outlines a number of strategic developments to strengthen the region's tourism offerings, including a brand refresh, redevelopment of the cruise welcoming facility at the Port of Tauranga, and feasibility studies into building new Visitor Information Centres in Mount Maunganui and Tauranga.

There is also a greater focus on gaining community support with a new Resident Host Strategy, designed to empower locals with the knowledge of what's available in their own backyard, and thereby enable them to be confident ‘ambassadors' for the BOP.

The accompanying Industry Growth Programme focuses on mentoring and building local businesses to become export-ready.

Kristin says these strategic projects are working from the ground up towards a bigger picture – to get to the core of what makes our region a top destination to visit and stay.

'It's about ensuring we are all working together to a common goal of increasing the vibrancy of the region as a visitor destination – ensuring our guests are welcomed on arrival, have a great experience while they are here, and then return again or recommend us to others.

'We will only achieve this if our locals are ‘visitor champions', who want to share their love of the Bay with the world.”

Kristin encourages local businesses or organisations, which currently – or wish to – help make visitors' experiences something special, to get in touch with TBOP.

'It's our role to be Destination Managers, to engage with visitors, industry and community alike, and ensure we deliver a vibrant customer experience that everyone is proud of.

'We hold regular forums, send electronic updates, and can help connect businesses with visitors – but we can only do this successfully if we know you are there and what you do.”

Kristin and her team are currently visiting local businesses; they have met with more than 130 to date, and she says they will continue over the next few months.

'So if you haven't met with us, or haven't seen us in a while, now is a really positive time to re-engage.”