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Around 150 tourism operators and industry leaders from across the region gathered in Greymouth yesterday for the 2026 Manaakitanga ki te Tai Poutini Hui | West Coast Tourism Summit.
Hosted by Development West Coast (DWC) at Monteith’s Brewery, the summit explored how artificial intelligence and other emerging technologies are changing the way visitors discover, plan and experience travel.
Under the theme Technology Meets Wilderness, tourism, technology and marketing specialists shared practical advice on AI, online search, content creation, international markets and changing visitor behaviour.
DWC destination and tourism manager Andrew Aitken said the summit gave operators a chance to take time out from running their businesses and look at where the industry was heading.
“Technology is changing tourism quickly, particularly how people research destinations, plan their travel and decide where to spend their money,” Andrew says.
“There’s a lot of talk about AI, so it was good to hear from the speakers what it actually means for tourism businesses and how they can use it.”
“Technology can help us reach new visitors and grow our businesses, but it’s our people, our stories and the connections visitors make here that make the West Coast special. We need to keep those at the heart of what we do.”
Keynote speaker C.A. Clark, vice president of AI at Miles Partnership, explored how artificial intelligence is reshaping the global travel industry.
Tourism New Zealand’s global manager of Digital Experience, Rush Pathak, discussed how travellers are increasingly using AI to research and plan holidays, while Victoria Ludemann and Nathan Farmer shared insights into changing online search and traveller decision-making.
Other sessions covered authentic storytelling, virtual tourism, leadership and opportunities to grow international visitation, particularly from China.
The programme also included breakout sessions and a panel discussion led by Tourism Export Council chief executive Lynda Keene on growing international visitation to the West Coast.
“There is a lot happening across the Coast, and getting people together to share what is working, learn from each other and build stronger connections is hugely valuable,” Andrew says.
“We’re also very grateful to our gold sponsors, Scenic Hotel Group and Christchurch Airport, and silver sponsors, Cycle Journeys and Monteith’s. Their support helped make the day possible.
“Monteith’s did a great job hosting the summit and the networking event afterwards, and a big thank you to Ashley Cassin for keeping the day running smoothly as our MC.”
