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Taranaki’s tourism sector gathered this week for the Taranaki Tourism Summit, bringing together operators, iwi, industry leaders and regional partners to explore the region’s visitor potential at a pivotal time for the sector.
With tourism identified as one of Taranaki’s strongest opportunities for near-term economic growth, the summit focused on how a sector-led approach can generate prosperity while supporting the regeneration of people and place.
Hosted by Te Puna Umanga Venture Taranaki and He Toronga Pakihi ki Taranaki, the full-day event featured speakers including Karl Burrows (Tourism New Zealand), Kylie Ruwhiu-Karawana (TRC Tourism), Jolanda Cave (Ngāi Tahu Tourism) and Gabby Lawton (Zealandia Te Māra a Tāne). Presenters shared insights on emerging visitor trends and the importance of authentic local storytelling in shaping a distinctive visitor proposition.
The summit highlighted strong momentum in the regional visitor economy. Tourism expenditure in Taranaki has increased 6.1 per cent over the past five years, outperforming the national average of 3.7 per cent — the highest regional growth rate in New Zealand.
International guest nights have risen more than 200 per cent, one of the largest increases nationwide.
Te Puna Umanga Venture Taranaki chief executive Kelvin Wright says tourism is one of the few sectors capable of generating immediate growth as the region works to diversify and strengthen its economy.
“We have strong foundations in place, but we can’t drive this alone. The summit was a great opportunity to get our region inspired, energised, and ready to shape a future-focused visitor economy that is authentic, and positively contributes to our people and the spectacular landscapes that make this region like no other.”
Keynote speaker Tara Howell, founder of Tasmania’s Blue Derby Pods Ride, provided a case study of how a sustainable mountain biking and glamping experience has revitalised the town of Derby, creating jobs, population growth and new investment. Her story encouraged Taranaki to consider what is possible when communities back bold, values-led visitor experiences grounded in environment and place.
Panel discussions explored opportunities in agriculture and regenerative tourism, as well as emerging cultural visitor assets including the Taranaki Crossing, North Taranaki Visitor Centre, Pukerangiora Visitor Experience and Te Whare Hononga.
He Toronga Pakihi ki Taranaki pouwhakahaere Paora Rauputu says demand for genuine cultural experiences is growing.
“As visitors seek genuine cultural experiences, there is a significant opportunity for pakihi māori in tourism. He Toronga Pakihi ki Taranaki is here to tautoko those looking to grow in this space.”
The summit concluded with a strong sense of alignment across operators, iwi and industry. With collective momentum building, Taranaki is well positioned to grow a visitor economy that supports local businesses, shares authentic storytelling with manuhiri, protects the region’s taiao and strengthens communities.
