The Catlins Coast Community Tourism Strategy 2016-26 is now a living document with the recent approval of all stakeholders.

The new document follows on from the original strategy implemented in 2004. During the past ten years, the community has successfully implemented 80 of the 91 recommendations in the 2004 Catlins Tourism Strategy.

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Screenshot 2016-08-03 22.30.57 Photo: Catlins.org.nz

Catlins Coast Inc. Chairperson Robyn Shanks Is delighted to have the revised strategy complete and ready to be picked up by community groups and projects in The Catlins.

“Catlins Coast Inc. (formally Tourism Catlins) has worked steadily over the past 10 years with promotion groups in the area facilitating community involvement and working to help develop a unified identity for The Catlins through the creation and promotions of community based events which celebrate the unique Catlins environment. Increasing education and developing a recognisable and inclusive Catlins Brand, we are extremely proud of the successes to date.”

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“The unification of the community through community projects has been pivotal in the development of tourism in The Catlins. Community groups have maintained a strong level of communication and support regardless of the relative isolation and small population base, due to the passion and dedication of committed volunteers in the area.”

“Catlins Coast Inc. role is to assist and facilitate projects in the region, and the next stage of the strategy is the development of a clear implementation plan for the community, which Venture Southland is supporting.”

Group Manager Community Development, Tourism and Events Bobbi Brown said the community approached Venture Southland and requested the organisation facilitate the strategy review process.

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“The projected growth in tourism over the last ten years has occurred so now it’s important to develop trade commissionable product which complement the range of free products that are available to visitors in the natural environment.”

“It’s also important to manage and monitor visitors as effectively as possible. The new strategy notes the importance of continued stakeholder understanding and collaboration which is the key factor responsible for the success the area has experienced in the past ten years.”

There were six pieces of research undertaken in order to gain a thorough understanding of tourism from different perspectives.

As a result, six goals (listed below) were developed as well as a framework in which these goals are set. This framework considered the 2004 strategy and previous goals and strategies in order to ensure continuity.

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There are two approaches to achieving the six goals which include developing an implementation plan as well as looking at various projects related to infrastructure, product development, environment and heritage and promotion and marketing.

To protect and preserve the community and environment from the negative impacts of tourism
To ensure efficient collaboration between all stakeholders associated with tourism
To create economic social and cultural returns on tourism investment
To improve knowledge and understanding of tourism
To improve tourism infrastructure
To effectively market and promote the area to potential visitors
Mrs Brown says the Catlins is a natural treasure and the strategy highlights this and will be key to advancing the economic opportunities in the area without compromising community or environment.

Mrs Shanks says: “Catlins Coast Inc will be key in monitoring that the momentum of progress is maintained serving as a unifying and overarching entity, working closely with the community stakeholders, the Southland District Council, Clutha District Council, Venture Southland and Clutha Development Inc.”

Catlins Tourism Strategy – Now A Living Document

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