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Great South will become the third regional development agency to shift away from destination marketing to a destination management strategy, as it looks to improve visitor growth and encourage stronger visitor spend.
The plan will set out a road map for future industry investment across the south.
The association says a lack of industry support is the biggest gap in the govt’s draft tourism strategy.
The government’s tourism strategy must deliver “more than economic gain to New Zealanders”, says Federated Mountain Clubs.
Improved regional funding, support for productivity and innovation and better data have emerged as leading themes in industry submissions on the government’s draft Tourism Strategy.
The council is throwing its weight behind plans to attract investment into new four or five star accommodation.
Tourism is one of three key industries identified to help lift the prosperity of the region.