Trust Tairāwhiti had identified business event visitors as a market that had significant potential.
TRC Tourism was engaged to develop a Plan which would attract business events to the region as a means to: access and grow the high-value visitor segment; extend visitor spend into the shoulder and low seasons; expand areas of opportunity for Māori involvement in the business events industry; and generate visitor spend to support sustainable business and employment.
Within the Plan, TRC Tourism identified, outlined and unified: the ‘what, why and how’ of business events; positioning Tairāwhiti as a business events destination; and strategies for success. The recommendations made by TRC Tourism will help Tairāwhiti Gisborne develop its strategic thinking towards the business events market.
Leisure Events were addressed in a separate strategy, also developed by TRC Tourism.