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Tourism promotion on the Matakana Coast is entering a new chapter with a stronger emphasis on collaboration to strengthen the region’s visitor economy.
Matakana Coast Tourism (MCT), which represents more than 55 tourism and hospitality businesses, has spent the past six months building partnerships, protecting visitor services and developing a shared vision to encourage more people to visit the region and stay longer.
General manager Meg Eriksen says the organisation’s focus is on promoting the Matakana Coast as a single destination, rather than a collection of individual towns.
“The Matakana Coast is made up of many different communities, each with its own character and story,” she said.
“From our beaches and vineyards to our makers, growers, artists, accommodation providers, hospitality operators and local businesses, there’s something genuinely special here.”
A major initiative underway is a regional brand refresh and destination story project, aimed at defining what makes the Matakana Coast unique and how that identity is presented to visitors.
The project is being delivered free of charge by local branding agency Mount Deluxe, whose founders, Sarah Delany and Nik Payne, have volunteered their expertise to help shape a future identity.
The collaborative approach recently brought together tourism operators, business owners and community leaders, including newly-appointed One Mahurangi general manager Richard Hutchinson.
Eriksen says visitors view the area as one destination rather than separate communities.
“Visitors don’t see separate boundaries between Warkworth, Snells Beach, Matakana, Omaha and Leigh. Every café, restaurant, winery, accommodation provider, attraction and local business contributes to that experience.”
She says stronger cooperation between organisations will help attract more visitors and spread the economic benefits across the district.
“The strategy is already producing results, with MCT hosting international travel buyers and overseas media to showcase local businesses and experiences to potential global audiences.”
The organisation is also working to protect the Matakana Coast Information Centre, which continues to provide visitor assistance through a team of 22 volunteers.
MCT recently secured a $5000 grant from Pub Charity to support the centre’s friendly face-to-face service.
“In an increasingly digital world, there is still something incredibly valuable about a personal welcome,” Eriksen says.
Looking ahead, MCT is seeking new partnerships and sponsorship opportunities.
“Our greatest opportunity isn’t competing with each other – it’s collaborating to showcase everything our region has to offer. When we succeed as a destination, our businesses, communities and visitors all benefit.”
