Tourism Central Otago (TCO) will remain outside of Destination Queenstown (DQ) and Lake Wānaka Tourism's (LWT) new streamlined shared services model according to Central Otago District Council (CODC) spokespeople.

A recent media release from DQ and LWT said the shared services model (SSM) will lead to opportunities and efficiencies for both regional tourism organisations (RTOs), while ensuring both destinations retain their RTO and separate brands.

The Central App asked CODC if the new SSM meant anything to Central.

CODC community vision group manager Dylan Rushbrook said there was a strong willingness between CODC, Queenstown Lakes District Council, TCO, DQ and LWT to work collectively in the areas of tourism and economic development. 

“There are examples like partnering on research into the ‘Lifetime Value of a Visitor’ where the economic development and tourism teams worked closely together.

“[With] the alignment between key strategies this is only likely to occur more in the future. Whether one day that means shared services, is not a question I could answer right now, but I wouldn’t rule it out if that’s what make sense in the future." 

TCO head of destination Anthony (Antz) Longman said Central Otago’s destination management plan (DMP) is not something that can be transferred to a different region as it is a place based and represents the views and aspirations of our people, and our community.

Partnership with neighbouring RTOs is already occurring where it is appropriate to deliver value for our community and businesses and achieve economies of scale, Antz said.  

“One of the building blocks in the Central Otago DMP is ‘High Impact Tourism Alliances’ and we currently we have two key projects that do this; the Otago Trails Marketing Group which includes four RTOs (Enterprise Dunedin, Clutha Development, TCO and DQ) alongside the trusts of our Great Rides this project has been nationally recognised twice as a finalist in the NZ Tourism Awards for industry collaboration.

“Secondly, we have the Southern Way initiative which is the eight Southern RTO’s and the Southern Airports Alliance (Queenstown/Invercargill/Dunedin) working to promote longer stay, lower impact itineraries across multiple regions.”

Antz said while it is a quieter period over winter there are still visitors out and about, enjoying riding and fireside escapes in Central’s country hotels.

“There are lots of positives to look forward to with on-going cycle trail developments, new and existing events [such as] the inaugural Lake Dunstan Trail Marathon . . . the Alexandra Blossom Festival, the Cromwell Half Marathon, Clyde Classic, Alexandra Basin Wine New Release, and a ‘Pedal & Pour’ event based at Carrick Winery. 

“Looking further ahead Highlands has announced that they’re hosting two significant events in the new year; the NZ Grand Prix in February, and their first ever drift car event in March with internationally acclaimed driver Mad Mike Whiddett. 

“All these events help bring visitors to the region and add vibrancy to our communities and of course opportunities to participate.”

With Tourism New Zealand focusing marketing on off-peak visitation and encouraging international visitors in traditional shoulder periods TCO will be looking at how to leverage this activity and encourage visitation across Central. 

Find out more about tourism in Central on the CODC webpage for Tourism Central Otago.