November 30, 2023: New strategic long-term plans set the region’s visitor economy on a path toward more regenerative tourism. Destination
Management Plans, which capture opportunities, challenges, and community wishes for the future, are complete and available now.
Waitaha Canterbury has two Destination Management Plans, owing to the unique nature of the region – one for Ōtautahi
Christchurch, Selwyn, Waimakariri and Ashburton, and another for Te Pātaka o Rākaihautū Banks Peninsula that reflects
the peninsula’s special environment and the local situations in Akaroa and Lyttelton, which includes their roles as
cruise ports.
As the Regional Tourism Organisation, ChristchurchNZ developed the plans on behalf of and in collaboration with key
strategic partners including Christchurch City Council, Waimakariri District Council, Selwyn District Council and
Ashburton District Council.
These plans are a government requirement to encourage regenerative tourism across New Zealand while reflecting the
aspirations of local communities. While ChristchurchNZ has no current funding for implementation, the plans outline ways
in which the objectives and goals can be adopted by businesses and organisations.
ChristchurchNZ’s Head of Tourism Kath Low says, “These plans are the result of an intense research, feedback and
collaboration process and we are delighted that the region now has a strong roadmap that aims to support tourists and
residents in getting the most out of our region.
“A lot has changed in the world since New Zealand was last open for widespread visitation. People are more excited about
exploring new places following a global pandemic, and people in places that used to
attract a lot of visitors have had a long time to consider if and how they want the visitor economy to change. The
Destination Management plans reflects communities’ and stakeholders’ shared goal of developing a well-managed,
sustainable visitor destination and we are grateful to the engaged communities and key agencies who made significant
contributions and helped shape the plans.
“We are proud that these plans unashamedly announce that Christchurch and Canterbury are back as visitor destinations
and that continued growth of our visitor sector is a key way to supercharge our economy. Growth does not have to be at
the sacrifice of the environment or social licence to operate – but we can undertake a managed approach to developing
our destination, and not just being a gateway.”
The shared vision for the plans is: ‘We welcome manuhiri (visitors) to come and learn about and explore our unique
culture, history and geography in a way that delivers benefits for our taiao (environment), our people, and our
visitors.’
You can view the plans in full or read the summary version here.