Central Otago Destination Management Plan
From Destination Marketing to Destination Management
From Destination Marketing to Destination Management
In almost every visitor destination around the world, the development of tourism has been market driven with a focus on the benefits that growing visitor spend can bring to national and regional economies. Historically less attention has been paid to recognising and managing the impacts (or burdens) of tourism growth on a destination’s environment, communities, indigenous cultures, infrastructure, capital projects, other productive sectors and workforces.
Until now, that is.
Tourism Central Otago: Destination Advisory Board
RaKAtahi Youth Internship Role
We have an intern role available for a 12-month term (up to 5 meetings) ideally suited to a student moving into Year 13
Along with a genuine passion for Central Otago, we are looking for a young leader with an interest in developing their knowledge in destination management, community, tourism, product development and marketing.
The purpose of the Destination Advisory Board is to provide support and guidance to the TCO team as they implement the Destination Management Plan.
The Central Otago Destination Management Plan is available to read at https://centralotagonz.com/destination-management
Central Otago's Approach
Central Otago has chosen to adopt a 50-year planning horizon. This ensures intergenerational changes in values and aspirations are built into the planning process alongside the acceleration in digital (and other) technologies, the emergence of new economic theories and political structures.
Central Otago District Council (CODC) was an early adopter of destination management (Central Otago Tourism Strategy 2018 -2028) understanding that a more balanced approach is necessary for tourism to make a positive and sustainable contribution to the district economy, the well-being of its communities and environments.
Using a values-based tourism model the strategy set out to double the value of tourism without doubling the number of visitors. It led to a range of game-changing projects designed to get the ball rolling towards a better future.
Rolling forward to 2022, the journey undertaken in development of this Destination Management Plan (DMP) has been far-reaching and inclusive of many rich sources of information and inspiration.
The DMP was commissioned by CODC with generous insight and guidance from Kāi Tahu and reference to the values that underpin Central Otago’s A World of Difference Regional Identity. The process has been overseen by Tourism Central Otago and their Tourism Advisory Board in consultation with key stakeholders, and reviewed by the officers and elected members of CODC .
Intergenerational Horizons - Bold Ambitions
Encouraged by the intergenerational thinking of mana whenua and CODC’s own values and planning philosophies, the 50-year rolling horizon adopted in the DMP is underpinned by research that identifies the aspirations for the future from a range of different perspectives, and working these perspectives backwards from there to the steps that need to be taken to realise those ambitions, broken into short, medium and long-term plans:
• a 50-year statement of ambition and the future states that have inspired the plan
• Ten long-term strategies to meet future challenges and leverage new
opportunities that arise
• a 10-year plan that will re-set overall direction
• a 12-month activity plan to build on that momentum
• a summary of the current state of initiatives already underway
This plan is for all the people and places that help to create the magic that sets Central Otago apart. It is for all those people who share, or will share, a strong affinity with Central Otago and want to see the magic live on for generations to come.
Honouring the past, embracing the present, navigating the future
Ko Te Toa i a Tini i a Mano o Te Takata
We possess the strength of many, it is the contribution of the multitudes that ensures success
THE AMBITION
When visitors experience our world, sharing a moment with our people and
our places, they become an extension of our community - loyal advocates
and believers in our causes and our dreams for generations to come.
We know this as whanaukataka - or kinship - and we believe that it is by
creating this strong sense of connection and common purpose that tourism
can make a lasting difference.
THE CHALLENGE
Central Otago is embracing of a future that includes tourism development, however there are caveats.
Tourism will need to be developed and managed in a way that protects the things that matter most to the communities of the region and some of these things are non-negotiable - the wide-open spaces, the essential character of small towns, the place of mana whenua, the freedoms that locals enjoy and that they are willing to share with visitors. Without accepting and committing to these outcomes and being prepared to meet the real costs of ‘getting there’ the development of tourism will not be acceptable, sustainable or viable.
What is Destination Management Planning?
"Destination Management brings together different stakeholders to achieve the common goal of developing a well-managed, sustainable visitor destination.
It is an ongoing process that requires destinations to plan for the future and considers the social, economic, cultural and environmental risks and opportunities."
Regional Identity - A World of Difference
November 2005, Central Otago's leaders put the natural beauty of the region first and will seek value rather than volume from Visitors.
A new philosophy and set of values were launched as part of a brand for the region:
Central Otago — a World of Difference.
The brand and values are described as a Regional Identity:
”We want to reinforce the things we DO want in terms of living, working and playing and to de—emphasise the things we DON'T want which harm our region and affect our eventual collective happiness." Mayor Malcolm Macpherson
Community Plans - The local voice
Community plans are about obtaining local peoples' views on the place that they call home.
It involves celebrating the things that make their place special and creating a vision of what the community would like for the future. The community then identifies actions to be carried out to achieve this vision.
The plans also help Council, government departments, businesses, visitors, new people to the area and to understand the direction that community would like to go in the future.
Fourteen communities have developed their own community plan.
Central Otago Tourism Strategy - 2018-2028
Making 'A World of Difference' every day is the vision of the Central Otago Tourism Strategy.
The strategy puts the concept of value at the heart of tourism development in Central Otago and adopts the five central themes of the New Zealand Tourism 2025 Framework as foundations for the region's strategic priorities.
Tourism Central Otago leads the implementation and development of the Central Otago Tourism Strategy 2018 - 2028 with the guidance and support of an external Tourism Advisory Board.
OUR REGIONAL VALUES
Make a Difference
Be at the cutting edge, setting directions and accepting challenges.
Respecting Others
Take the time to listen and understand other people’s opinions and cultural differences.
Embracing Diversity
Be open to new ideas, open to exploring the possibilities and appreciate the strengths and talents each person brings.
Adding Value
Always ask ourselves is there a better way – one that achieves a premium status, quality experience or interaction.
Having Integrity
Seek to be open and honest in all our interactions.
Learning from the past
Choose to learn from past experiences with the future generations in mind.
Making a sustainable difference
Make decisions with the community in mind and in harmony with the natural environment so we can help create the kind of place we can be proud of.
Protecting our rich heritage
Protect and celebrate our rich heritage in landscapes, architecture, flora, fauna and cultural heritage.
Meeting our obligations
Do the right thing by our region and check what legal requirements need to be met before you get started.