Chester Borrows: Paradise - we already knew it

WHEN the news came out that the world's most definitive global travel guide, Lonely Planet, has recognised Taranaki as the world's second-best province to visit, it really was a great boost to the whole region and surrounding areas, probably at least as far as the eye can see from the top of the majestic mountain.

Gosh, it's a bit to take in, really, and a big well done to all mayors and councils (past and present), i-Sites and tourist operators for their years of combined effort that have worked towards this marvellous achievement. To even get within the pages of Lonely Planet's yearbook is great, but to be up there alongside internationally-renowned attractions in the Azores, Portugal, North Wales and South Australia and second only to Choquequirao in Peru is absolutely tremendous.

The fact that Lonely Planet has already sold 11 million of its travel apps is mind-boggling. It's a huge global brand, and people worldwide tend to follow its recommendations.

Rather than being upset that a neighbouring province has won worldwide acclaim, Whanganui should seek to spin off the increased attention that tourists, as well as prospective new residents will pass through Taranaki. Whanganui should take heart that a province can bat above its expectations and beat the "usual suspects" like Queenstown and Rotorua for tourist attention, or Bay of Plenty, Auckland and Canterbury when it comes to expanding population.

The spin-off for the whole electorate area is very real, because of the incredible rise in free and independent travellers who are arriving for a New Zealand experience. They are quite a distinct group from the quick-trippers who might only have time to do the Auckland-Rotorua-Christchurch-Queenstown circuit. These folk have more time, and probably just as much to spend over their visit here and with a vehicle and lots of choice, they are by definition highly likely to travel all the way through Taranaki, South Taranaki and Whanganui. Our tourism operators and councils are already working together to jointly promote the wider region and this is to be encouraged.

These visitors are free-wheelers, who would probably relish the opportunity to stop and talk to a farmer, ask a few questions at an art gallery or simply enjoy some fish and chips on a park bench or in the main street. This is where our relative isolation, previously seen as a disadvantage, actually becomes our biggest selling point. New Zealand's tourism industry is doing exceptionally well with overseas visitor numbers up 11 per cent in the last 12 months; 3.4 million visitors spending more than $10 billion while they're here, with the very real prospect that tourism could overtake dairy as our biggest export earner. In the year until the end of August, North Island accommodation sales were up 9.2 per cent, year on year.

The New Zealand Cycle Trail came out of the Government's 2009 Employment Summit to both create jobs and provide the right conditions for businesses to prosper in the longer term. I know that cycleways and cycleway improvements are in the sights of some of our councils and the Tourism Growth Partnership Fund has a dedicated regional stream that takes applications for partnership funding of regional tourism projects.

Let's not forget our domestic market. I suspect if you mentioned Whanganui-Taranaki to most New Zealanders, they might struggle to come up with more than cows, glass works, drilling and a paddle steamer. With the Christmas holidays approaching, all of us should be encouraging our visitors to take advantage of what this part of the North Island can offer.

Lonely Planet rates Tawhiti Museum among the region's top five attractions: the Waimarie is set to make a splash for the coming summer, kids love the colourful characters in Kowhai Park, the Mountains-to-Sea Cycleway takes you right out to Castlecliff (so you can stop, congratulate yourself and look back at Mt Ruapehu) and I defy anybody to show me a spot as tranquil as Bushy Park. The Sarjeant Gallery, the regional museum and our range of glass studios are creating a niche for Whanganui that few other cities could match.

I have mentioned only a few attractions, but it does bring to mind that old Tourist and Publicity Department jingle, "Don't leave home until you see the country". After 40 years it still resonates.