New Marketing Strategies for Rotorua Outlined

Destination Rotorua Tourism Marketing (DRTM) has unveiled an ambitious programme of marketing goals and top line strategies for the coming 18 months.

Details of the plan, developed as part of a wider three year business plan, were announced at an open meeting of Rotorua District Council’s (RDC) recently formed Rotorua Tourism Committee.

The plan’s key goals focus on growth opportunities identified by the Tourism Committee in their draft strategic plan, which has been developed in consultation with DRTM and local tourism operators.

The goals aim to take advantage of shifting international tourism trends, increase the volume of domestic traffic travelling to the region, strengthen the positioning of the Rotorua destination brand and work in a more partnership orientated way with the Rotorua tourism industry.

Priority areas for marketing investment include Australia, Auckland and Asia, specifically China.

Rotorua Tourism Committee’s Chair, Tony Marks, says the DRTM team is committed to the plan and is now focused on delivering results.

“A number of strategies have been identified to drive each goal through to fruition, and more detailed marketing and communications initiatives are currently in development to support these,” Mr Marks says.

“These are highly targeted and measurable, and a number of critical success factors will be reported on to aid transparency across activities.

RDC’s economic and regulatory services group manager, Mark Rawson, said the DRTM team had undergone an element of change in recent months, but everyone was motivated and looking forward to the challenges ahead.

“We also have to thank the Tourism Committee, which is acting as an invaluable conduit to gain clarity and consensus across all parties, and ensuring we are all working towards the same goals to achieve growth and sustainability for Rotorua’s tourism sector. ”