Proposed changes for delivering destination marketing

Next years Annual Plan consultation will include a statement of proposal to change the way destination marketing is delivered in the Taupo District.

In May 2009, Taupo District Council tasked the Transition Lake Taupo Tourism Advisory Board [LTTAB] to investigate an external delivery model for destination marketing for the District. The Board presented their proposal to Council at a workshop on 19 November 2009.

This external delivery proposal includes the marketing and visitor centre activities currently undertaken within Council by Destination Lake Taupo, but excludes events.

Council’s Deputy CEO Anne McLeod says under the external delivery model Council will appoint and govern the Board, give funding, provide terms of reference and own the built assets (such as the visitor centres). A new legal entity will be formed, which will also be a Council Controlled Organisation.

Ms McLeod says “this would mean the Board will appoint the chairperson, govern Destination Lake Taupo, be responsible for destination marketing performance and communication. They will also be responsible for reporting regularly to Council.”

“Destination Lake Taupo will deliver destination marketing and management strategies and operations for the District, through the marketing team and visitor centres, however this will not include events,” she said.

She says the changes will provide clear accountability for all parties, allow autonomous governance by the Board, improve stakeholder confidence and allow Council to recruit the best expertise available.

The public will be able to submit on the statement of proposal during the annual plan submission period in March and April 2010.

The Board and Destination Lake Taupo will undertake a separate consultation process with their stakeholders in the tourism and visitor industry in the coming months.

The LTTAB consists of Seamus O'Sullivan (Chair), Louis de Bievre, Chris Johnston, Martin ‘Fritz’ Frohlke and Peter Blackwell.