Auckland extends Destination Partnership Programme

Following a successful first year, Auckland’s Destination Partnership Programme, developed by Tātaki Auckland Unlimited as an interim funding solution to attract leisure travellers and business events to the region, will be extended.

Businesses can now register for the second year of the programme, starting July 1, 2024.

The first year of the programme generated NZ$1.9 million (US$1.1 million) from more than 140 businesses from across the visitor economy sector – including local tourism operators, accommodation providers, business event service providers, and venues. Platinum Partners in year one included Accor Hotel Group, Cordis Auckland, Hospitality Services, SkyCity Group, and Auckland Airport.

Annie Dundas, director of destination at Tātaki Auckland Unlimited, said that the programme has been critical to delivering important activity on behalf of Auckland’s visitor economy.

She said: “By joining forces with the industry, we can continue to position Auckland as a destination of choice for leisure travellers and business events in an incredibly competitive environment globally.

“Reflecting on our first year, we are thrilled with the support from industry, from major players such as Auckland Airport and the SkyCity Group, through to smaller operators like Time Unlimited Tours and Beyond the Blue. We want to build on this success and extend the offer and opportunity to the wider industry to share in and support Auckland’s success.”

Taking feedback into consideration, the extended programme will come with two new partnership levels to enable smaller or emerging businesses, such as restaurants, retail or business services, to be part of Auckland’s tourism success story.

There are seven levels of partnership on offer, starting at a free Partner Listing. The two new partnership levels are Love AKL, for small and emerging tourism businesses, and those businesses indirectly benefiting from tourism and events, such as retail and restaurants; and Destination Services Partner, for tourism marketing and support providers, including web design and accounting suppliers.

Partnership benefits vary by level, ranging from a basic business listing on Discover Auckland – Tātaki Auckland Unlimited’s online platform which carries destination information, to opportunities across marketing, sales and promotion; tradeshows; education and insights; networking and events (local and international); and advocacy and governance.

The programme funds a robust itinerary of consumer and trade marketing activity in the domestic, Australia and North America markets especially, as well as the attraction of business events to the Auckland region.