Dunedin Destination Plan Adopted by Council

The Dunedin Destination Plan has been adopted by the Dunedin City Council after an in-depth submission and deliberation process.

The plan sets out key goals and six main action areas that will underpin city marketing and destination management. Inherent to the plan is the vision to attract new visitors, students, migrants, workers and investors whilst maintaining and improving quality of life and economic vibrancy for residents.

Deputy Mayor Chris Staynes said the plan had evolved significantly since the first draft and he was pleased with the calibre of input from submitters, “Dunedin residents are passionate about their home and have great insight into how we might best work together to grow, enhance and protect it in the years to come. We have worked hard to ensure the plan reflects the aspirations and values of the community, whilst paving the way for future destination growth and economic prosperity.

“The city is at the start of a new era, with a number projects across multiple sectors about to take-off. We have the chance to ensure our future is secure and sustainable and the Dunedin Destination Plan is the first step in achieving this vision”.

The release of the Dunedin Destination Plan is only the second of its kind in the country, following closely behind Auckland Tourism, Events and Economic Development’s (ATEED) Destination AKL 2025 strategy, published earlier this year.

The six action areas within the plan include:

Amplify Dunedin Voices - Encourage community pride in our city's distinctiveness and support collective efforts to strengthen Dunedin as a destination

Collect and Share Insights - Collect and share information more effectively so Dunedin can take advantage of opportunities and better respond to change

Raise our Profile - Work together to better tell our story and promote the city through multiple media channels in key markets

Develop Capacity and Connectivity - Ensure our people, infrastructure and connections are equipped to deliver our vision

Create Compelling Experiences - Make Dunedin a place of distinctive and high-quality experiences that ensure people want to be here

Deliver a Great Year-Round Destination - Support a strong economy by developing new ways to attract people to Dunedin in all seasons

The action areas within the plan will be led and implemented by a range of city stakeholders, including Enterprise Dunedin and departments within the Dunedin City Council.

The Dunedin Destination Plan is now available to view and download on the DunedinNZ website at http://www.dunedinnz.com/Dunedin-Destination-Plan.pdf

ENDS

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