The Coromandel Beyond 2025

The Coromandel was recently voted New Zealand’s number one holiday destination. Retaining this status while growing visitor spend to $500 million by 2025 was the catalyst for developing the region’s new tourism strategy, Beyond 2025.

Destination Coromandel, the regional tourism organisation, has prepared a strategic document outlining ambitious economic goals in line with the national tourism strategy,Towards 2025.

The Tourism Industry Association has targeted 6% international and 4% domestic visitor expenditure growth year on year, generating $41 billion for the national tourism industry by 2025. If The Coromandel, including the Thames Coromandel and Hauraki districts, were to grow at the same rate our regional visitor industry would be worth $506 million by 2025.

The Coromandel is ideally positioned to benefit from a growing national tourism sector - being within 2 hours of 50% of New Zealand’s population and the Auckland Airport. That said, the region would still have to acquire an additional 215,000 overnight guests (with a current average spend of $372) over and above the current trend, by 2025.

Destination Coromandel has identified three key areas and introduced ideas to challenge the status quo - Product Development, Seasonality and Quality.Herein lies yet another challenge; preserving the heritage of The Coromandel while growing visitor expenditure.

Destination Coromandel Manager Hadley Dryden believes the region will have to work towards common goals in what is an increasingly competitive consumer environment. “Beyond 2025 presents where the region is at and where we need to be in 10 years time. How we get there and the legacy we leave should influence the decisions we make in the short term.”

“Destination Coromandel’s strength is destination marketing, while we can play a part in the 3 key initiatives, the ultimate outcome will depend on key partners and the collective approach.”

Should The Coromandel wish to stay in touch with national aspirations, an additional $80 million will need to be generated by 2025, over and above what the region is trending towards. Addressing seasonality and quality while developing more visitor attractions may help progress towards this…but can it be done in a way that cements the region’s reputation and doesn’t cost the earth?

The Tourism Industry Association are visiting The Coromandel as part of their nationwide summit programme on the 7th of July. Register your attendance here

Visit www.thecoromandel.com/beyond2025 to read Beyond 2025 and contribute your thoughts.

ENDS.

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