New Zealand tourism boss Kevin Bowler is right to trumpet our Lakefront as the jewel in Rotorua's crown.
In a story in Tuesday's Rotorua Daily Post Mr Bowler said redevelopment of the Rotorua Lakefront could create a new and exciting visitor precinct for the city and should be part of the city's long-term plans to boost its tourism offering.
This is, of course, a no-brainer, and city leaders have long acknowledged the potential of the Lakefront area.
Mayor Steve Chadwick says redevelopment plans are part of the council's 2030 vision, though the priority right now, quite rightly, is the central city.
But there's no arguing with Mr Bowler's contention that a well designed Lakefront could really enhance the experience of the city.