Coromandel's council has been accused of going against its own efforts to showcase heritage by proposing to dump half of the character town's listed buildings from the register.
Thames-Coromandel District Council's draft district plan proposes to slash more than 40 buildings from Coromandel township's heritage list, which has angered a local business group.
The region's mayor recently revealed to the Herald the concept of a giant heritage park encompassing the entire peninsula to preserve Coromandel's colourful history and draw more tourism.
Coromandel Mainstreet Incorporated chairman David Foreman said taking heritage status away from the buildings - including the most well known, the Four Square building - flew in the face of such plans.
"If people want to promote Coromandel as a heritage town, this seems to contradict the thrust the council is suggesting they want to take."