PRESS RELEASE

4th October 2024

The year in review: Destination Hauraki Coromandel (DHC) releases 2024 Annual Report 

DHC has released it’s 2024 Annual Report, following what has been acknowledged as one of the toughest years our regional tourism organisation has encountered. Destination marketing and destination management output from DHC continued at a very high pace amid a packed timeline of activity. The improved regional visitor activity and spend was gratifying to see in the wake of a slow recovery from the effects of the global pandemic and the January 2023 weather events which devastated our region. From an economic perspective, Hauraki Coromandel had its highest ever total visitor spend over the summer quarter.

Read the full Annual Report.

Strategically, the year encompassed greater regional advocacy by DHC at a national level, beyond our Hauraki Coromandel borders, to rally support for regional tourism recovery. “The necessity to appeal for greater support is a luxury we typically can’t afford as we prioritise our core business of destination marketing. However building stronger networks with national tourism agencies and media channels paid dividends. It was a key learning and an outcome worth continuing to foster. Particularly when backed by a clear strategy that is supported locally to deliver enhanced outcomes for our region” said Hadley Dryden, General Manager DHC.

Two leading examples of outcomes from advocacy were working with stakeholders to acquire external funding for The Coromandel Cure, the biggest marketing campaign DHC has ever delivered; and working with our regional partners to position Mautohe Cathedral Cove for national support to ensure re-opening of the walking track for this summer.

The $200,000 Coromandel Cure domestic campaign, was picked up offshore and domestically, delivering well in excess of $650,000 in unpaid media value alone. The success of the campaign continues to be realised as local businesses have leveraged the promotion long after the last DHC dollar was invested, a gift that keeps on giving.

Appealing for greater support of Mautohe Cathedral Cove, to build back access but also work towards improved outcomes for the locale and visitors was another success for the region. The $5million allocation from the Department of Conservation towards a vital national and Hauraki Coromandel tourism asset and local taonga, is well overdue for a tourism centric region such as ours. Done well, Mautohe Cathedral Cove track access and related visitor management of the site and wider environs can deliver significant returns in visitor satisfaction to New Zealand and our region’s economy.

The return to a strong and successful summer was the just the medicine required for a region that relies on visitor spend to survive and prosper. The $370m in visitor spend for this reporting period, was the economic account for the sunny weather, open roads, calm seas and returning international travellers that Hauraki Coromandel enjoyed.

The DHC website www.thecoromandel.com continues to evolve and is the key platform for regional marketing. In addition to active use of social media and print channels, the recently launched Hauraki Coromandel Travel app (available for Apple and Android), is proving to be another valuable tool in the region’s marketing assets.

In recognising the recent review of its structure and performance, DHC Chair John Sandford said it was very pleasing that the performance of the organisation had been validated. “It was also gratifying to see that the recommendations for governance change DHC had submitted to its settlors, Thames-Coromandel District Council (TCDC) and Hauraki District Council (HDC), were adopted and are now taking place”.

Destination Hauraki Coromandel came into being on November 1st 2011 since when enormous changes have taken place in tourism and travel, not least of which has been a continuing evolution in traveller’s expectations.

“In constant pursuit of excellence, our operational team has kept pace with the changing trends. DHC has continued to deliver results that match and often exceed those of many larger and better-funded New Zealand regional tourism organisations (RTOs). This constant search for excellence led the Board of DHC to submit the recommendations to TCDC and HDC about its Board composition. The governance changes now adopted will enable DHC to better meet the needs of both the communities we serve and the needs and expectations of our manuhiri, our guests, the people from New Zealand and across the globe who come to experience this wonderful slice of beauty, wonder and peace that is so good for your soul”, Sandford said.

He spoke for all in the DHC team when acknowledging the outstanding support DHC receives from both Hauraki and Thames-Coromandel District Councils. He also acknowledged the myriad businesses and people across the region, working together to weave their own threads into our absolutely unique tapestry of tourism; The Coromandel, good for your soul.

DHC continues to stress that we only play a small part in the overall tourism-related results for our region. However, as indicated in the report, and as a regional tourism organisation that works in the national tourism system, our role is crucial. It is our privilege to promote Hauraki Coromandel beyond our borders, represented by the good for your soul brand that is championed by locals.

Destination Hauraki Coromandel is a charitable trust funded by Thames-Coromandel and Hauraki District Councils to promote the Hauraki Coromandel region as a leading visitor destination through destination marketing and fostering sustainable visitor experiences.

Hadley Dryden, General Manager
Destination Hauraki Coromandel
Hadley@thecoromandel.com
021 227 4387