13 June 2005

RELEASE: IMMEDIATE

Northland Kauri project launched this week

This week sees the launch of a cultural tourism project for Northland that celebrates and honours a New Zealand icon - the Kauri tree. Enterprise Northland, which is leading the project with support from the Ministry of Tourism and Tourism New Zealand, has identified the kauri tree as one of two cultural themes with the potential to enhance the region’s cultural point of difference in the tourism marketplace by offering a uniquely Northland experience for visitors.

The Northland Kauri Project will be launched at the TRENZ trade event in Christchurch this week. Its aim is to highlight the large number of opportunities right across Northland to experience kauri both within and outside the forests - to encourage visitors to stay longer and do more. The Kauri Project will be promoted by way of a foldout information map and operator directory that will guide visitors around the region. Creatively designed and written, it tells the story of Northland from the viewpoint of a 2000 year old kauri tree.

Albert Lovell, Chief Executive of the Kauri Museum in Matakohe says he is delighted that the kauri has been recognised for its potential to drive tourism and events in the region.

Mr Lovell also leads an industry group seeking to maximise opportunities around the Kauri Project, “One of the first events to be leveraged off the Kauri Project will be a Northland Kauri Festival which will take place in September,” he says. “This will be the first and largest Kauri celebration in New Zealand, and will run from 19 – 26 September 2005. We will be targeting the Auckland domestic market to come to the region and participate in the week-long celebration.”

Enterprise Northland and Destination Northland will promote the event with a festival calendar, website promotion and through trade events.

ENDS

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