WHAT IS TOURISM BAY OF PLENTY
Tourism Bay of Plenty was established in April 2002 to promote the Coastal Bay of Plenty as a visitor destination. It is one of 31 regional tourism organisations (RTOs) in New Zealand that were initially responsible for destination marketing. This role was expanded in 2018 to encompass destination management, which is at the forefront of global thinking across the tourism industry.
As both a RTO and Destination Management Organisation (DMO), we endeavour to take a strategic approach that facilitates regenerative growth of the tourism sector for the benefit of visitors, residents, businesses and other groups.
Destination Management is the holistic and coordinated approach to managing all aspects of a destination that contribute to a visitor’s experience, taking into consideration the perspectives and expectations of local residents, iwi, visitors, industry businesses, Te Taiao (the environment), and local government.
We are funded by Tauranga City Council, Western Bay of Plenty District Council, and Whakatāne District Council and we are mandated to promote each of these council regions. This territory stretches from Waihī Beach to Ōhope Beach, and as far inland as the Kaimai Range, Whirinaki Forest, and part of Te Urewera.
To view Annual Reports click here.
To view our Destination Management Plan (DMP) click here. (Please note, this document is currently being reviewed and a new version will be published later in 2025).
DESTINATION MANAGEMENT PLAN
CASE STUDY
Mary Tolley, Tourism Bay of Plenty's Head of Destination Management, explains how the organisation's Destination Management Plan operates in the Bay of Plenty region.
