Unpacking the Bay of Plenty’s DNA

Kristin Dunne
Tourism Bay of Plenty

DNA. It’s what makes us all unique and special.

Just like individuals, a region’s DNA is its competitive identity and the bedrock for tourists and locals alike.

But while our coastline’s golden sands and renowned surf breaks resonate most, we know, like our name, we have ‘plenty’ of untapped potential.

Potential we must harness to help achieve our goal of growing the visitor economy by 60 per cent, resulting in an extra $500 million visitor spend per year and the creation of more than 4000 new jobs over the next decade.

So, we embarked on a mission to understand what makes the Bay of Plenty special – coinciding with our move from Destination Marketing to Destination Management.

Over the last few months we have been working closely with global place-making experts Destination Think, gathering and poring over your insights, opinions and experiences to help shape our regional DNA.

Results which revealed we must get better at our storytelling, utilising local stories and people which align with our regional DNA, and bring in new experiences. Experiences that bridge the gap between past and present, between what we are as a region and how we are perceived.

Doing so will optimise the visitor journey of Bay of Plenty visitors and make the region an undeniable trip in New Zealand. This will allow us to attract more overseas visitors, extend the visitor season, and encourage visitors to stay longer with more things to see and do.

By fostering these local initiatives, we can position the Bay of Plenty within New Zealand as a community of original stories, creating a true sense of place and a more sustainable future for tourism in the region.

For more information head to bayofplentynz.com.


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