Project Description

Destination Wairarapa was developing a Destination Management Plan to guide the region in becoming a “must do” destination for every traveller and grow Wairarapa’s tourism revenue.

As part of this process, TRC was engaged to undertake the key components of:

  • Defining the Vision and Attitudes – Insights and recommendations as to the true essence of what Wairarapa is and can offer as a destination, including how its people would like it to be perceived and SWOT analysis.
  • Iwi engagement – Clarity of aspiration of local iwi and a plan for how they can be effectively engaged in future destination development, management and marketing.
  • Desktop audit of tourism infrastructure and gap/opportunity assessment – Identification of priority tourism related projects; and opportunities and gaps in the region’s visitor related transport, infrastructure and services.

Concurrent to TRC’s work, other tasks feeding into the development of the Destination Management Plan were undertaken by Destination Wairarapa, WellingtonNZ, and contractor, Colmar Brunton. This included the further development of a leadership structure, research, strategic fit, positioning and target market assessment.