Destination management and tourism

The visitor economy – especially the opportunity for Māori to tell their own stories, has been significantly impacted by COVID-19 and resulting border closures. Supporting businesses with sustainable workforce plans while upskilling the workforce is critical to the re-growth and future of the sector.  

Overall action plan

  • Support the workforce aspirations and actions as detailed in the Taitokerau Northland Destination Management Plan (TNDMP).
  • Support sustainable skills development to enable a stable local workforce for the tourism sector with focus on:
    • sustainability,
    • service levels,
    • Building on the region’s cultural capability such as the rich Maori culture and the importance of Taitokerau Northland’s place in the history of Aotearoa New Zealand.
  • Support initiatives that raise the profile and positively impact the perceptions of Tourism as a viable career choice.