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Transform Auckland into a world-class destination
Auckland is one of New Zealand’s most popular visitor destinations and the visitor industry is well positioned to play a pivotal role in Auckland’s economic transformation.
In 2004, international and domestic visitors contributed $3.18 billion to the regional economy. And this is just the beginning. Taking a regional and integrated approach to planning and execution will greatly increase the visitor industry’s contribution to Auckland’s, and New Zealand’s, economic prosperity.
Auckland’s uniqueness needs to be articulated in a national and global context and, at the same time, the city-region must develop the infrastructure, events, investment and visitor outcomes that will leverage Auckland’s pulling power on an international stage.
AucklandPlus is managing the production of a regional visitor strategy, the development of a regional brand, and the development of a major events strategy.
Key Objectives
- Produce and implement a regional visitor strategy
- Develop an Auckland regional brand identity with integrated communication tools for use by tourism, business and community
- Develop a major event portfolio to build world-class capability and profile
- Leverage off Rugby World Cup 2011 to deliver additional infrastructure projects such as a world-class sporting venue, high-speed transport links, and a national convention centre.
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