6 June 2018 at 9:00 am

ATEED launches new Auckland strategy to guide visitor economy

Auckland Tourism, Events & Economic Development (ATEED) has launched Destination AKL 2025, a new strategy that encourages the sustainable growth of Auckland’s visitor economy.


ATEED General Manager Destination, Steve Armitage, says while more visitors are good news economically, the growth comes with challenges. 

“People travel to Auckland to experience the many things our region has to offer. For some, it’s the world-class food and wine; for others, it’s the sporting, cultural and business events; or international students, who come from around the world to study at our learning institutions,” said Steve.

“It’s important that we continue to attract visitors to support and create jobs and amenities that benefit locals and visitors…so that Auckland is better off not just economically, but also socially and environmentally.”

The strategy outlines six strategic imperatives and key focus areas, and a comprehensive list of actions to deliver these, with two directly relating to international education:

-   A Captivating Place: A region that entices visitors to stay longer and that locals love more than ever. Actions include developing an international student visitor plan. 

-   A Skilled Place: A region where more young men and women are choosing globally relevant careers in the visitor economy. Actions include developing a visitor sector training and employment strategy for youth and enhancing standards across the service sector.

Destination AKL 2025 was guided by an industry leadership group, and involved extensive consultation including interviews, workshops and discussions, as well as international benchmarking and surveys.

ENZ Chief Executive Grant McPherson, who was part of the industry leadership group, says that ATEED is showing real leadership in the way it is looking at its visitor plan.

He said this is evident in the way the strategy is based around destination management and not just attraction. This should ensure visitors are acknowledged as an asset to the Auckland region – a perspective that will reflect positively on the experience visitors go on to have in Auckland.

“International students are an important part of the visitor community and we are delighted that the strategy reflects this through the inclusion of an international student visitor plan.”

"The strategy has involved significant cross-industry collaboration to get to this point, and the plan is to keep this going. We are very optimistic about the direction Auckland is heading in and are looking forward to working with Auckland to bring it to life.”

Click here to read or download Destination AKL 2025.

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