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.

Te Hā Tāpoi | The Love of Tourism is Tourism Bay of Plenty’s globally recognised strategic vision that has stemmed from our position as a DMO. It aims to ensure that the visitor experience offered in the Coastal Bay of Plenty is deeply entrenched in our cultural heritage and helps our natural environments to flourish, while also supporting the economic benefits of tourism to disperse throughout our community.

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.

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