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February 2023, Cyclone Gabrielle unleashed its fury on parts of the North Island, Vanuatu and parts of Australia, leaving a trail of devastation in its wake.
Hawke’s Bay was one of the regions hit the hardest with damaging rainfall, winds and flooding that shook communities and tested its tourism resilience, and one year on, it also has been leading the charge in its comeback.
Hawke’s Bay Tourism chief executive officer Hamish Saxton says it has been the result of optimism and strategic vision that has played a key role in the region’s resurgence, particularly in the tourism sector.
“In the aftermath of Cyclone Gabrielle, our immediate focus was on triaging and supporting our businesses to assess their capacity to operate post-cyclone.”
“Within the first six weeks, approximately 80% of businesses were operational, and had a strong desire to get their business back on its feet.”
This included the return of cruise ships to the region, a move that Hamish describes as a “positive injection” to the local retail and tourism businesses.
The return of the cruise ships, facilitated by a collaborative effort between Hawke’s Bay Tourism, Napier City Council, and other local entities, was more than just a business upswing and shows a clear sign that Hawke’s Bay was on the path to recovery.
Despite the challenges posed by the current economic climate, Hamish says. “Our businesses are reporting positive outcomes, with a noticeable return of international and domestic visitors.”
Events like the Art Deco Festival and concerts by international pop stars like Rod Stewart and Robbie Williams also played a crucial role in reinvigorating the region’s image.
“That was so soon after, but just those amazing events coming back continued to give confidence to our town, especially visitors from out of region markets.” He also says that Hawkes Bay, known for its fine reputation as a great wine region mixed with great weather and a stunning location also helps.
Looking forward, the region is set to host the Napier Art Deco Festival for the first time since 2020, a significant achievement in the wake of events. This, coupled with the biggest cruise ship season on record, highlights the promising recovery Hawke’s Bay has made in just a year.
In addition, with funding from the Ministry of Business, Innovation and Employment (MBIE) has been instrumental in enabling Hawke’s Bay Tourism to engage in campaign activities aimed to help support important markets. Hamish says this support has been “a very special and important lifeline”
