Global health products company Comvita has officially opened its international-class visitor centre at Paengaroa offering a 'world-first tourism experience”.

Experience Comvita – developed in a joint venture with tourism company The Department of Discovery – is an expansion of the existing visitor centre first opened in 2003.

Department of Discovery managing director Andrew Te Whaiti and Comvita chief executive Brett Hewlett.

Department of Discovery managing director Andrew Te Whaiti says the new 840sqm centre is an interactive visitor experience that tells the story of Comvita.

'It's an iconic New Zealand story and what we've done is interpreted that and created a 50-minute guided tour and experience for domestic and international visitors.”

Andrew says Experience Comvita is the newest tourism destination taking visitors on a journey of discovery starting with Tane, the Maori God of the forest, and the story of nature's powerful ingredients.

Then, in a world-first tourism experience, visitors enter a virtual beehive – an attraction Andrew says is one of the 'wow factors” of the tour.

In the Wellness Room, visitors see a contrast of society today and are offered a recipe for renewal of the land and personal well-being.

Comvita chief executive Brett Hewlett says Experience Comvita will further build brand reputation by engaging the visitor in our unique New Zealand story.

'Based on our experience over the last 10 years, we know that visitors go on to become very loyal customers. This new tourism experience will build Comvita's brand equity, through increasing our brand recognition with visitors from key markets such as Asia, Europe and Australia.”

Andrew says the new attraction will be modelled on the ‘New Tourism' ethos and will be a tremendous boost for tourism in the Bay of Plenty.

'We've already secured contracts with some of the Chinese wholesalers which is going to hopefully bring new visitors into the region.”

The purpose built attraction officially opened today, and people are already being advised to book for the tour.