Auckland Council supports ambitious ten year Visitor Plan

Auckland is poised to significantly build its visitor economy with the help of a ten year Visitor Plan, which was endorsed today by Auckland Council’s Strategy and Finance Committee.

The Visitor Plan has been developed by Auckland Tourism, Event and Economic Development (ATEED) in line with the Mayor’s vision to make Auckland the world’s most liveable city.

Len Brown says he is impressed with the action-focused Visitor Plan.

“This is a solid, well researched plan. Boosting the visitor economy will play a vital role in making Auckland the economic power house it must become if we are to fulfil our potential. It will help to make Auckland a better place to live as well as a better place to visit,’’ he says.

The Visitor Plan has the bold economic aspiration of increasing the size of the visitor economy from $3.33 billion in 2010 to $6 billion in 2021. This represents growth of 80 per cent over ten years or 5.5 per cent per annum. (1)

The growth will be achieved by growing international visitor receipts from $2 billion in 2010 to $4 billion in 2021 and domestic receipts from $1.37 billion in 2010 to $2 billion in 2021.

ATEED General Manager Destination Rachael Dacy says the exciting plan has ten strategic goals that will enable us to both grow demand for Auckland and enhance the visitor proposition.

“It’s about marketing the destination while simultaneously capitalising on Auckland’s natural assets and improving the visitor product offering,” says Ms Dacy.

“Auckland is an ‘urban oasis’ where big city sophistication goes hand in hand with an outstanding natural playground. That’s our region’s point of difference and that’s what we plan to capitalise on.”

Key themes in the Visitor Plan include harnessing the growth in travel in Asia and Australia, growing high value segments such as the short stay leisure market and the conventions and incentives sector, and capitalising on Auckland’s expanding cruise market.

Among the plan’s short term actions are marketing Auckland domestically and promoting Auckland as a short break leisure destination in Australia and Asia.

Auckland Council’s endorsement of the Visitor Plan comes swiftly after Auckland was ranked the world’s third most liveable city in the Mercer 2011 Quality of Living Survey.

To deliver on the Auckland Visitor Plan and achieve the economic aspiration ATEED requires an additional $18 million in funding by 2021.

Auckland Council’s draft Long Term Plan, which will be out for consultation early next year, includes an allocation of funding for the Visitor Plan.

The Visitor Plan was developed in consultation with a wide range of industry partners including tourism operators, international visitors, Local Boards and other Auckland Council Controlled Organisations.

ATEED was established by the Auckland Council to improve New Zealand’s economic prosperity by helping lead the successful transformation of Auckland’s economy.