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]

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