A solar-powered monorail looping around Otago Peninsula? Welcome to the first Dunedin Visitor Strategy.
Released last week, the report aims to provide the industry with a blueprint for the future, Dunedin City Council economic development centre manager Peter Harris said.
While the monorail idea involved some crystal ball gazing from the strategy's steering committee imagining what the city would be like in 2027, the strategy was a serious business, he said.
"The strategy is about doing what we do, but doing it better."
Tourism was becoming increasingly important for Dunedin, and the strategy sets out a framework to grow the industry to the year 2015, he said.
The visitor industry generated $211 million in value-added income, or 5.2% of the city's GDP, and this had the potential to increase.
Preparation for the strategy began in November 2006 and Wellington consultants, Tourism Resource Consultants were commissioned to write the report for the council, Tourism Dunedin and the industry.
The strategy took longer than expected but was well worth the $100,000, Mr Harris said.
"By 2015, Dunedin will be New Zealand's premier regional destination for all visitors. They will be drawn to our unique wilderness, extensive heritage and cultural experiences, our hospitality, our passion for education and knowledge and our respect for the environment. Tourism will be a leading economic driver for the city and must be nurtured to maximise social and economic benefits," the report said.
Tourism Dunedin acting chief executive Hamish Saxton said the strategy showed the importance of tourism to the region and its economy.
The strategy highlighted the need for more partnership in the industry, such as increasing collaboration between the industry and the University of Otago and Otago Polytechnic, Mr Saxton said.
