So far, the Destination Partnership Programme has been a boon for Auckland’s business events industry, and has brought over 140 local businesses together. Photo Credit: Adobe Stock/dane
Tāmaki Makaurau Auckland has announced that its Destination
Partnership Programme – developed by the city as an interim funding
solution to attract leisure travellers and business events to the region
– will be extended following its successful first year.
Businesses that have benefitted from Auckland’s visitor economy can
now register for year two of the programme, starting 1 July 2024, with
seven levels of partnership on offer.
Annie Dundas, director of destination at Tātaki Auckland Unlimited,
said that the programme has been critical to delivering important
activity on behalf of Auckland’s visitor economy.
“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. 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.”
The first year of the programme generated $1.9 million (US$1.1
million) from more than 140 businesses from across the visitor economy
sector – including local tourism operators, accommodation providers,
business event service providers and venues. Platinum Partners in year
one included Accor Hotel Group, Cordis Auckland, Hospitality Services
Ltd, SkyCity Group and Auckland Airport.
With the programme now expanded, the goal is to encourage and enable a
wider range of businesses to join in, said Dundas: “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 Destination Partnership Programme now offers seven partnership levels, starting at a free Partner Listing. The two new partnership levels are Love AKL,
for small and emerging tourism businesses, and those businesses
indirectly benefiting from tourism and events, such as retail and
restaurants, and Destination Services Partner, for tourism marketing and support providers, including web design and accounting suppliers.
By locals, for locals
Ceillhe Sperath, director
of TIME Unlimited Tours, shared that the Destination Partnership
Programme has provided a more defined and cohesive approach to working
toward a Tāmaki-centric tourism strategy. With such a large melting pot
of tourism and hospitality industry operators, this strategy does well
to link up a diverse range of partners across the industry.
“There is a stronger sense of kotahitanga – working as one,”
said Sperath. "This has frequently been lacking in the Auckland region,
as it is often about size, scope and sector – whether that is the
expansive geographical spread, diversity in offerings across the region
and sector specific from luxury to self-service, aviation to
accommodation, tours to large transport providers, food to fun &
adventure and everything in between.”
As a result of the programme, Sperath says, the industry is
connecting across a broad set of industry partners and forging more
meaningful relationships, creating a “win-win-win” situation for
businesses and the destination.
Partnership benefits vary by level, ranging from a basic business
listing on Discover Auckland – Tātaki Auckland Unlimited’s online
platform which improves the way locals and visitors discover the
Auckland region – to opportunities across marketing, sales and
promotion; tradeshows; education and insights; networking and events
(local and international); and advocacy and governance.
The programme funds a robust itinerary of consumer and trade
marketing activity in the domestic, Australia and North America markets
especially, as well as the attraction of business events to the Auckland
region.
Notably, 72 business events have been secured that will deliver a
forecasted 161,000 visitor nights for Auckland between 2024-2026. All
funds generated go towards activity that directly benefits the region
and are not used for Tātaki Auckland Unlimited overhead costs, nor to
attract or invest in major events.