Destination Management involves the management of all aspects of a destination that contribute to a visitor’s experience, including the perspectives, needs and expectations of visitors, Māori / iwi, hapu, tourism industry, wider businesses, central and local government and residents. Destination Management strategies play a role in building the reputation of a region/place while attracting quality visitors to increase tourism spend and in turn deliver local employment outcomes.
The primary role of Destination Management is to bring together different stakeholders to achieve the common goal of developing a well-managed sustainable visitor destination. It is an ongoing process that requires destinations to plan for the future and considers the social, economic, cultural and environmental risks and opportunities.
Destination Development is the strategic planning and advancement of defined areas to support the evolution of desirable destinations for travellers, with a sole focus on the supply side of tourism, by providing compelling experiences, quality infrastructure, and remarkable services to entice repeat visitation across Eat, Stay, Do and Shop.
The primary role of Destination Development is to support sustainable business and employment growth, add diversity, vibrancy and prosperity to communities. In addition, support growth during the off-peak season which will address ongoing seasonality challenges which affects the productivity and viability of many tourism enterprises and the destinations ability to attract investment.
Destination Marketing is a type of marketing that promotes a destination with a purpose to increase the number of visitors by creating and managing a compelling and focused market position to deliver tangible promotional outcomes. Business to consumer channels focus predominantly on domestic activity in liaison with campaign partner agencies like Tourism New Zealand and Air New Zealand. Business to business channels are developed by building relationships with trade partners that will benefit the industry by increasing the profile of a region and then demand at wholesaler, retailer and distributor level. Public Relations (PR) channels focus on partnering with multimedia companies to build compelling content that generates positive media coverage.
The primary role of Destination Marketing is to leverage funds and staff resource to promote, facilitate and achieve outcomes that position a destination that is of high-quality and has growth in popularity with more visitors staying longer, spending and doing more and returning in future.