Dialogue: Tauranga going after more of Bay's plenty

By ROSALEEN MACBRAYNE

What do tourists want? Tauranga's sun, sand, surf and beautiful scenery should give it a head start, yet the complacent community has largely had a take-it-or-leave-it attitude to tourism.

Even the cruise ships docking at the Port of Tauranga in growing numbers come with Rotorua in their sights. Until now, there has been no concerted effort to dissuade passengers and crew from being bused out to neighbouring attractions.

During its metamorphosis from parochial fishing village to one of New Zealand's major cities, Tauranga has grown like Topsy.

But as new residents flock to the region for the temperate climate and the lifestyle, the fragmented tourism sector has been slow to cash in on the obvious potential.

Now it's crunch time. Struggling to keep pace with its rapid growth, the Western Bay of Plenty can't afford to ignore the jobs and dollars that tourism brings.

If it is to capitalise on its natural attributes, this part of the aptly named Bay of Plenty must move decisively to define and to implement a tourism marketing strategy.

In typical Tauranga style, there is a scramble to meet demands that were either unforeseen or poorly planned for.

To its credit, the Tauranga District Council is doing its limited best to provide adequate roading, water supplies, public transport, sporting facilities, an art gallery and a museum without bankrupting its ratepayers, many of whom are on fixed incomes.

The beleaguered council, still the principal funder of local tourism promotion, has grown frustrated with the piecemeal approach of the industry. Some do a good job pushing their own barrows but there needs to be a united front if Tauranga is to claim its rightful place on the New Zealand tourist trail.

Albeit cautiously, the council is leading a restructuring of the industry. A special subcommittee formed last year is intent first on doing some thorough homework.

It has let three contracts so far to promote the district in the short term. Sensibly, it looks at the domestic market as Tauranga's core business. Thus $75,000 will be spent targeting visitors from Auckland and the Waikato.

Efforts to entice the 40 per cent of cruise ship passengers not already booked on buses to Rotorua received $10,000 this season.

A further $10,000 communications contract will provide a necessary database of operators in sectors such as accommodation, activities, attractions, transport, hospitality and eco-tourism.

And up for consideration tomorrow is a $25,000 conference and events contract to build visitor numbers outside the high season.

The $120,000 total package comes on top of other tourism funding provided by the council, such as running information offices in the city and at Mt Maunganui.

But it will be six to 12 months before the initiatives bear fruit, and others outside the bureaucracy must pick up the ball and run with it. If the tourism thrust is to begin in earnest, where is the passion and vision?

More entrepreneurs like Bob Clarkson, who is building the country's first privately owned speedway circuit and stadium, would be a bonus.

For too long Tauranga has languished without a brand to distinguish it as a "must see" destination. If it is to emerge from the doldrums, the studies and suggestions must be converted to action.

Rather than being a poor relation to tourist-savvy Rotorua, the two neighbours could be complementing instead of competing with each other.

Last year, an economic development review board set up by the district council urged Tauranga to aim to become New Zealand's top events centre - and why not?

Private-sector funding of ventures such as an international-quality hotel would help.

The district has some way to go to become a vibrant, happening place year-round. It still lacks a real focal point and a sense of direction.

The pretty city has also been agonisingly slow to follow other New Zealand centres in rediscovering its waterfront.

The wheels, however, are finally grinding into motion. It won't happen overnight, but the cards are stacked in favour of Tauranga eventually turning up trumps for tourism.