Destination sustainability is now a business imperative. Major disruptions such as pandemics, climate change and new technology are influencing the way communities feel about tourism, the way visitors are making decisions and the way industry responds to these changing expectations.


Balancing the needs of the community with those of visitors is critical to protecting the very nature and culture of the places that make our world so special. TRC Tourism is working with clients from all over the world to redefine the purpose of tourism and the benefits it can bring. It’s the good side of tourism that we need more of — the one that gives back to the people and the places we visit.

Planning with purpose is about prioritising the benefits tourism can bring for everyone. It’s about amplifying the quality of tourism over the quantity or volume of tourism. It’s about maximising the quality of life for host communities, protecting our ecosystems, our cultures, and the quality of experiences offered for visitors. Instead of thinking about how much value we can extract from tourism, here at TRC Tourism, we think about how many benefits we can generate from tourism for the people and the places we love.


  • Articulate a strong united vision amongst community, government and industry
  • Identify the benefits you want to see
  • Build capability and strong, resilient local communities
  • Abandon traditional approaches to destination planning
  • Focus on environmental and cultural advocacy and stewardship
  • Connect with local Indigenous communities through purposeful engagement to capture their aspirations and further build the destinations value proposition
  • Use evidence to support decision making
  • Seek out new product and experience development opportunities
  • Create new opportunities for investment and business development
  • Collaborate with new partners and consider new organisational structures to get the best result
  • Monitor and evaluate the environmental, social, cultural and economic benefits of tourism
  • Consider risks and prepare for managing crisis and change.

TRC is committed to the application of the United Nations Sustainable Development Goals (SDGs) and the New Zealand Tourism Sustainability Commitment. TRC is a member of the Global Sustainable Tourism Council (GSTC), and our team holds GSTC Professional Certificates in Sustainable Tourism. Our team of sustainable tourism practitioners provide practical advice on how to maximise the social, economic, environmental and cultural benefits of tourism.


This involves a product and experience audit, visitor needs analysis, aligning with existing plans, policies and strategies and investigating what Destination competitors  are offering.

TRC Tourism has a team on hand to support RTOs, local government, businesses, communities, interest groups, iwi, hapū and marae to implement initiatives and programmes identified within Destination Management Plans (DMP). Read More

We are adept at being involved in all levels of consultation with various agencies, industries and individuals, from virtual meetings to coordinating and facilitating face to face and virtual workshops.

Our sensitive and effective communication methods focus on maximising project ‘buy-in’ through establishing a united vision that realises multiple stakeholder aspirations.

Once we understand what is on offer and the aspirations of project partners and stakeholders, growing from the Vision we will establish a unique Destination Positioning Statement that describes who we are and what we offer.

This will provide a logical way forward to aid in future tourism decision-making with detailed opportunities and concepts, a prioritised and staged implementation plan, high level costs, governance, partnership and investment recommendations and marketing and promotional options.

Keep the momentum going through delivery of an evidence-based Business Case and Investment Prospectus inviting public/private funding opportunities.

Want your destination, national park or special place to be acknowledged for best practice on a world stage? Learn more about ECO or Green Destination Certification and how we can help…



Destination Management Plan implementation …enabling sector capability.

You have the plan, it’s time to action it!


Our Destination Management Planning can help you:

  • Understand the current visitor offer, how it aligns with target markets, where there are opportunities, gaps and challenges to consider

  • Review what other Destinations are offering to understand how your unique proposition will make your Destination stand out from the crowd

  • Work together with various project partners and the local community to develop a united Vision and define your Destination

  • Deliver Destination priorities and understand the potential costs and resources required

  • Secure funding through attractive Business Cases and Investment Prospectuses

  • Grow visitor awareness, visitor numbers, length of stay and visitor satisfaction, while also fostering sustainable, happy and healthy local communities.


Sustainable destination planning

Experience and product development

Feasibility studies and business planning

Indigenous tourism planning

Eco Accreditation


Gippsland Destination Management Plan

Janet and the TRC team did a great job with the Gippsland Destination Management Plan and I would recommend them to any regional tourism organisation.

Terry Robinson | CEO | Destination Gippsland

Kokoda Track Maintenance Program and Operations Manual 

The TRC team mobilised rapidly to PNG to assess and repair Kokoda Track bridges severely damaged in the very heavy wet season of last year being choppered into the remote rugged terrain of the Track. Working in very well with The Kokoda Track Authority Rangers, Kokoda Initiative and local communities their efforts and skill contributed greatly to the Kokoda Track being ready for the 2019 trekking season. Remote communities also benefited from being reconnected across the often treacherous river crossings. TRC also helped build the capacities of The Kokoda Track Authority Rangers and local communities to explore ways for future sustainable bridge building and general track maintenance works. The resultant Track Operations Manual produced by TRC is expected to be a valuable guide for future Kokoda Track works.

Damien Mate | Senior Program Manager | Kokoda Initiative Partnership

Queenstown Trails for the future 2015-2025

From the outset the TRC team were responsive, intelligent, forward thinking and always available. The Queenstown Trails Trust worked with the TRC team in 2015 to craft a 10 Year Strategic Plan. The nature of our business involves very important stakeholders, great vision and many face to face meetings to form our plan. . The result of this partnership being a very robust and well thought out plan that we are proud to utilise to assist us in setting the future path of the Queenstown Trails Trust. Interestingly – TRC also formulated the original Trails Trust plan way back in 2004 – it was great to have the opportunity of working with TRC again as they truly understand our business.

Mandy Kennedy | CEO | Queenstown Trails Trust (New Zealand)

Brook Waimarama Sanctuary Visitor Experience Strategy

TRC delivered a quality Visitor Experience Strategy for our organisation in a short timeframe. They took a practical approach that included gaining insight from the project’s key stakeholders and tied together the various elements of the project’s vision into a cohesive, actionable strategy.

Hudson Dodd | General Manager | Brook Waimarama Sanctuary Trust

Baw Baw Destination Action Plan, Marketing Plan & Recreational Vehicle and Tourism Signage Plan

TRC’s expertise in developing successful strategies regarding visitor economies and regional tourism proved extremely helpful to Baw Baw Shire Council when it sought guidance in enhancing its own Tourism Marketing Strategy, as well as in creating detailed action plans for three hero destinations across the Shire.

Mark Kestigian | Executive Manager Communications & Economic Development | Baw Baw Shire Council

Destination Management Plan for Destination Southern NSW

TRC prepared and finalised our Regional Destination Management Plan on time and on budget. TRC provided great professional advice throughout the project – they also took on board the view and guidance we gave. From the outset we wanted a strong partnership with our contractor and that is exactly what we got from TRC – beginning to end.

General Manager | Destination Southern NSW

Wellington Regional Trails Framework

In 2017 TRC worked with land managers and stakeholders from around the Wellington Region to develop the Wellington Regional Trails Framework. TRC’s destination management expertise, experience and professional approach was critical to the success of this ambitious project, that has seen 11 different agencies align their approaches and come together to move Wellington from an ‘under the radar’ network of tracks to a world class trails destination for residents and visitors alike.

Sarah Murray | Community Partnerships Manager | Parks, Sport and Recreation | Wellington City Council

Concept Plan for Adventure Cycling in the Tjoritja/West MacDonnell National Park

TRC Tourism’s Concept Plan for Adventure Cycling in the Tjoritja/West MacDonnell National Park exceeded expectations. The case it presents for a new, nationally significant tourism product is so compelling it has attracted immediate government investment and presents exciting opportunities for private investors and Aboriginal Traditional Owners.

Mac Moyses | Director Planning | NT Parks and Wildlife Commission

Hamilton and Waikato Tourism Opportunities Plan

During 2016, the TRC team worked with Hamilton & Waikato Tourism and regional stakeholders to develop a comprehensive Tourism Opportunities Plan to identify opportunities for new and improved visitor experiences that had the greatest potential to drive growth. The TRC team brought significant experience in destination management and planning and a fresh perspective to the project. They were excellent to work with, engaged effectively with stakeholders and applied critical insights and analysis to complex issues.

Kiri Goulter

Tourism Infrastructure Audit for Northern Tasmania

Tourism Northern Tasmania set out to define the private and public sector investment needed to sustain intelligent growth in the visitor economy for the region. TRC and their associates provided the well-rounded analysis, consultation and reporting that resulted in a clear vision of what to develop, where across Northern Tasmania. Less than six months from endorsing the final work and we are already seeing significant progress on three key infrastructure projects as well as active interest from private sector investors to take on opportunities profiled in work.

Chris Griffin | CEO | Tourism Northern Tasmania

Mulligans Flat Woodland Sanctuary Concept and Interpretation Plan

I really appreciated the TRC Team’s professional and honest opinions in the final report and the thorough and thoughtful approach with our stakeholders.

Jasmine Foxlee | Manager Community and Visitor Programs (Acting) | Parks and Conservation Service (PCS) | Environment and Planning Directorate

Coastal Pacific Trail Feasibility Assessment

With the November 2016 Kaikoura Earthquake, a potential opportunity was raised to develop a cycle trail from Picton to Kaikoura. TRC were engaged to perform an initial feasibility investigation. TRC were very professional and were able to provide independent guidance in their report on how governance structures should be set up should the project proceed, with likely jobs generated for the region. They delivered on time and to budget.

Richard Coningham | Manager Assets and Services | Marlborough District Council

Visitor Experience Strategy for Tidbinbilla Nature Reserve

In engaging TRC Tourism the ACT Parks & Conservation Service was seeking to develop a holistic Visitor Experience Strategy for Tidbinbilla Nature Reserve. As an iconic destination Tidbinbilla is ideally positioned to leverage from the emerging nature based tourism appetite for authentic experiences in a natural setting. Working with all stakeholders in a collaborative, intuitive manner TRC Tourism delivered a high quality outcome. A strategic blue print for the future.

Brett McNamara | Regional Manager | Tidbinbilla Nature Reserve, Namadgi National Park

New Zealand National Wetlands Trust Feasibility Study

Being a nationally significant project that will rely on tourist visits for its long-term financial sustainability, it’s crucial we get the best advice from professionals in the industry. TRC was our first port of call for a reality check on the feasibility of our proposal.

Karen Denyer | Executive Officer | National Wetland Trust


Get in touch, we look forward to discussing your challenge.