Auckland super city needs stand-alone tourism agency, says TIA

19/02/10

The new Auckland Super City needs a stand-alone regional tourism agency to ensure it capitalises on its potential as a visitor destination and world-class event venue, says the Tourism Industry Association in a media release.

TIA’s submission on the Local Government (Auckland Law Reform) Bill supports Tourism Auckland as an independent agency within the new council structure. The current proposal has it as an entity inside a combined economic development, tourism and events unit.

TIA Chief Executive Tim Cossar says as the country’s main international gateway and a major destination in its own right, the tourism industry has a shared interest in what happens in Auckland.

“It is important that tourism in the region has a strong voice and develops a single and recognisable brand, particularly as the formation of the Auckland Super City is likely to see a number of major tourism related infrastructure projects come to fruition. These include a national convention centre, a light rail service between the airport and downtown, and upgraded port facilities to cater for cruise ship passengers who are currently the tourism industry’s fastest growing niche market.”

Cossar says the job of transforming Auckland assumes even more urgency with the Rugby World Cup just 18 months from now when the city will host the tournament opening, semi-finals and final.

“Evidence from the industry has shown that where a Regional Tourism Organisation’s functions are merged with an economic development unit as proposed in this legislation, tourism objectives can be overshadowed.

“An RTO must be dynamic, nimble and responsive to industry needs. It has to adapt to market conditions at speed. This can mean quick decision-making, and curtailing one campaign to start another relatively quickly.”

Cossar says Tourism Auckland is well positioned and has the right skills and resources to further develop visitor activity in the region and capitalise on the opportunities the Super City will create.

In its submission, TIA also notes its support for a targeted tourism rate in the region to support the activities of the RTO.

A full copy of the TIA submission is available on the policy section of the TIA website: www.tianz.org.nz.