A new tourism strategy is on its way for Central Otago, changing the structure of the district’s leading tourism body, Tourism Central Otago.
An external advisory board would be established to build stronger engagement with the private sector and have a broader range of expertise to oversee the strategy’s implementation, a council spokeswoman said.
Tourism Central Otago would remain as a council business unit with the advisory board.
A strategy report presented to the Central Otago District Council said in the next year there would be four main projects: a "reinvention" of a digital website and portal, a tourism master plan, the development of the "world of difference" brand and better transport links for visitors travelling through Central Otago.
A three-tier membership model would also be offered for organisations in the tourism industry to increase their engagement with the tourism process.
Increasing visitor expenditure from $188 million (2017) to $378 million in 2027 was another priority.
A tourism planning manager would be added to the staff list and a marketing and administration manager would return.
The tourism general manager role was only 20 hours a week but hours could increase in the future, the report said.
Tourism Central Otago general manager Glenys Coughlan said the new strategy would allow the district to stay "ahead of the curve".
"There are a number of new developments in the pipeline, including the extension of the cycle trail network, the establishment of a touring route that will connect Central Otago with Dunedin and Queenstown, night sky tourism opportunities, wine and food tourism, and developments in the arts and events space."
Central Otago District Council said only 2% of visitors to New Zealand travel to the district and stay overnight, according to the strategy report.
