Background
Tourism is quickly becoming a major driver of regional economic and social development in Southland. It provides opportunities for rural and urban communities to benefit from employment and business development. Tourism complements other industries such as agriculture and provides opportunities for the diversification of Southland's economy.
Tourism is one of the main contributors in Southland's economy. It is a diverse industry providing employment for between 10-15 percent of the current work force and contributing $368 million in visitor expenditure.
This tourism strategy has been prepared with public input on behalf of Venture Southland and the Southland Tourism Strategy Working Group. It has been prepared following site visits, one-on-one meetings with tourism operators, community representatives, council staff and consultation with promotions groups, councillors, mayors and representatives from the four Murihiku Runaka.
The focus of the strategy is on managing tourism in Southland in relation to sustainable destination management, marketing and product development. The Southland Tourism Strategy identifies market opportunities and will guide tourism development in Southland over the next ten years.
This planned and co-ordinated approach - supported by the strategy will provide significant benefits to the regions and all sectors of the economy.
Purpose of Strategy
The purpose of this strategy is to:
• Provide strategic direction to facilitate growth and sustainable management of the tourism sector;
• Identify key issues and constraints; and
Identify new product and market opportunities in Southland.
Who is the Strategy for?
The Southland Tourism Strategy is for local government, community organisations, iwi, industry and central government agencies. It has a variety of applications including:
• As a guide for Southland communities, currently involved or wanting to be involved with tourism,
• As a guide for new investment,
• To facilitate co-operation amongst Southland’s tourism industry,
• For input into Long Term Council Community Plans and District Plans,
• To help direct the marketing of Southland to potential visitors,
• To encourage sustainable management of key destinations such as Milford Sound, Stewart Island and the Catlins,
• For input into central government plans and policies such as the Department of Conservation’s National Park Management Plans and Conservation Management Strategies.
Vision
Southland is New Zealand’s premier destination for nature, wilderness and cultural heritage experiences – the visitor experience is at an unhurried pace, the hospitality is genuine, service is exceptional and Southland’s communities benefit
Goals
1. Enhance the range of tourism products on offer in order to expand existing businesses, attract new investment and spread community benefits,
2. Develop a regional marketing approach that will strengthen Southland’s image, positioning and performance in its key visitor markets,
3. Provide sustainable management of Southland’s tourism destinations through strong stakeholder relationships.
To access the Southland Tourism Strategy
The document can be downloaded from this web page or you may wish to request a hard copy from Venture Southland (03) 2111 400 or from Destination Fiordland (03) 249 7959.
Southland Tourism Strategy Pdf (2,078KB)
