The program sees industry and the destination body working more closely together on everything from marketing to government advocacy.
The program offers memberships for the whole visitor economy ecosystem, from leisure to business events. Memberships range from free to upwards of NZ$25,000 to be part of the initiative. The platinum level of the program is by negotiation.
Funds generated by the program are invested in activities which support the visitor economy, including consumer and trade marketing for leisure travel and the attraction of international business events to Auckland.
In its first year, NZ$1.9 million was generated through the Destination Partnership Programme, with over 140 businesses signing up. Platinum partners included Accor, Cordis Auckland, SkyCity and Auckland Airport.
“By joining forces with the industry, we can continue to position Auckland as a destination of choice for leisure travellers and business events in an incredibly competitive environment globally,” said Annie Dundas, director of destination at Tātaki Auckland Unlimited.
“Reflecting on our first year, we are thrilled with the support from industry, from major players such as Auckland Airport and the SkyCity Group, through to smaller operators like Time Unlimited Tours and Beyond the Blue.
“We want to build on this success and extend the offer and opportunity to the wider industry to share in and support Auckland’s success.”
“Alongside industry feedback, we saw the opportunity to expand the reach of the programme.
“A rising tide lifts all boats, and two new partnership levels enable smaller or emerging businesses, such as restaurants, retail or business services, to be part of supporting the bigger Auckland story that benefits everyone.”
The new partnership levels offer an opportunity to join the program at a significantly lower cost.
The program is considered a stop-gap solution as a national approach is developed to fulfil similar functions and provide comparative opportunities for the visitor economy.
Applications are now open for those businesses wishing to join the Destination Partnership Programme in its second year, which will run through next financial year.
