This Content Is Only For Subscribers
Destination Marlborough’s evolution towards destination stewardship as well as traditional destination promotion will enhance both visitor and community outcomes, general manager Tracey Green told Council’s Economic, Finance and Community committee.
“This approach will emphasise long-term regional value through product development, capability building, and investment in infrastructure,” Tracey told councillors when presenting the Destination Marlborough Annual Plan 2025-2026.
“That includes the continued implementation of the Destination Management Plan, enhanced through a stewardship lens, and focusing on environmental sustainability, enriching the visitor experience, and targeted development in South Marlborough. This includes ongoing support for key sectors such as wine tourism, cruise, and cycle tourism.”
Destination Marlborough became a business unit within the Strategic Management Department of Council on July 1, 2025.
This followed the completion of the Future Pathway Project which, after an open community survey, set the strategic direction and structure for the RTO which includes the shift of focus to destination stewardship. A full review of the RTO’s functions and structure was completed in December 2024, with changes implemented in July 2025.
Tracey was appointed acting general manager in October 2023 and has remained in the role to ensure a smooth and effective transition as the RTO integrates into Council operations.
Council’s group manager strategic management Neil Henry says Tracey played a key role in stabilising the organisation during the council review and that she had extensive senior management experience.
“Prior to this, she had been contracted by the RTO to lead capability building initiatives with local tourism operators. We are very pleased Tracey will continue as general manager to guide Destination Marlborough through this next phase.”
Tracey says her primary focus in the shorter term was to ensure Destination Marlborough’s smooth transition into Council with minimal disruption to “business-as-usual operations and stakeholder relationships”.
“Going forward we will have an increased emphasis on regional marketing driven by partnerships and operator investment. Strategic campaigns across digital, print, and out-of-home platforms are designed to amplify Marlborough’s visibility and appeal in key domestic and international markets.
“The Trade Marketing Team has also transitioned into a more inclusive Trade Partnership model. This enables a wider range of tourism businesses, those assessed as ‘Trade Ready’, to engage in user-pays opportunities, regular updates, and activities that increase both operator visibility and the region’s profile in trade markets.”
This year a Destination Advisory Group will also be established and the Destination Marlborough Plan reviewed and refined. “The DMP review will commence once DM’s team realignment is complete and the Destination Advisory Group is appointed in the later part of 2025.”
Tracey says it was great to be able to continue the work started and to support the team through the transition into Council.
“As a Regional Tourism Organisation, we’re fortunate to have such strong and positive support from both Council and Councillors for visitation, something not all regions across New Zealand experience.
“Marlborough is a fantastic place to explore, with exceptional operators delivering unique experiences. I’m looking forward to working with our extended team within Council to build on the strong foundations laid by the RTO and continue to support the region’s growth,” she says.
