News Release
Thursday 20 March 2014
Council and businesses partnership to boost funding for marketing Rotorua
Rotorua District Council and local tourism businesses are joining forces in an innovative partnership to boost funding
levels for future tourism marketing programmes for the city.
At today’s [20 March 2014] meeting of the council’s Strategy, Policy & Finance Committee the council discussed a report setting out a tourism industry-led proposal for tourism operators to
raise substantial funds to add to the council’s existing funding for the city’s tourism marketing activities.
The report said the aim of the programme would be to achieve an additional $900,000 to $1 million in the first year for
the city’s marketing effort with tourism operator commitments already exceeding $700,000.
The local industry contribution proposal was conditional on the council maintaining at least the current year’s level of
core marketing funding for Destination Rotorua Marketing, a condition which was accepted unanimously by councillors.
The Rotorua Tourism Committee and industry representatives have developed a formula for voluntary industry contributions
to the fund which would see 70 per cent coming from the tourism attraction sector and 30 per cent from accommodation
operators.
Rotorua Tourism Committee acting chair Bruce Thomasen said the council’s decision was a great endorsement of the efforts
of local industry to fully embrace partnership investment in marketing programmes like the successful Famously Rotorua
campaign.
“Attractions, activities, accommodation, retail, hospitality and other businesses have already started to see an
improvement in domestic visitor numbers and spend as a result of the campaign. We must remain focussed in a sustained
way over the next three to five years and truly drive the perception and confidence change these initiatives will bring
to our community.”
“It’s exciting times ahead and this announcement cements our belief in the new model of partnership and leading together
to encourage a real quantum shift in how Rotorua is perceived as a destination - and how we can grow
return-on-investment and job opportunities for all,” Mr Thomasen said.
Rotorua District councillor Mike McVicker, who is portfolio leader for the council’s Sustainable Economic Growth
Strategy, said he applauded the initiative by the local tourism industry and the Rotorua Tourism Committee.
“It’s a really positive move by our progressive tourism operators. And it’s an outstanding example of the sort of
partnerships the council has been promoting through our new Rotorua 2030 vision for making a real difference to the
long-term economic future of our district.
“This industry initiative, and the council’s commitment to maintain current funding levels for tourism marketing, will
substantially grow the ‘marketing pie.’
“It’s only six months since we launched the Famously Rotorua campaign in the important Auckland market, but already
we’re seeing what a smart and well-planned strategic marketing campaign can achieve. It’s a runaway success, but it can
be bigger and better.
“Today’s decision by the council and the commitment by our tourism industry mean we can take Rotorua’s profile to new
and higher levels. I’m incredibly excited about what we’re going to be able to achieve together in the years ahead
through this partnership,” said Mr McVicker.
[ENDS]