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Tourism Bay of Plenty was established in April 2002 to promote the Coastal Bay of Plenty as a visitor destination. It is one of 30 regional tourism organisations (RTOs) in New Zealand responsible for destination marketing. Our role was expanded in 2018 to encompass destination management, which is at the forefront of global thinking in the tourism industry.

As both an 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. Outside of Auckland, Tourism Bay of Plenty is the only RTO to have committed to and earned the status of becoming a DMO.

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 and ensures that the visitor experience offered in the Bay of Plenty is deeply entrenched in our cultural heritage and helps our natural environments flourish while also providing economic benefits of tourism back into our community.

We are funded by Tauranga City Council, Western Bay of Plenty District Council and Whakatāne District Council. We are mandated to promote the territories of Tauranga City, Western Bay of Plenty District and Whakatāne District. We refer to this collection of territories as the ‘Coastal Bay of Plenty’, stretching from Waihī Beach to Ōhope Beach, and as far inland as the Kaimai Range, the Whirinaki Forest and part of Te Urewera.