Frustrated Te Puke tourist operators want to break away from Tourism Bay of Plenty and do their own international promotion of the area's "super foods".
Kiwifruit 360 managing director Graeme Crossman said the image being promoted to the world of the beach, sea and harbour was not unique.
"Every province in New Zealand has coastal attractions that are world class," he told the Western Bay District Council.
Mr Crossman is a member of Te Puke's Economic Development Group that wants the council to withdraw $55,000 of its $170,000 funding of Tourism BOP to directly fund the promotion of Te Puke tourism ventures. "We have got to do it ourselves because it is not getting the sort of emphasis that we need."
He said international tourists did not come to the Western Bay to go to the beaches. "Asian visitors avoid the sea."