The Destination Partnership Programme (DPP), launched in 2023 by Tātaki Auckland Unlimited, has expanded into its second year to include a wider range of tourism businesses.
Initially developed as an interim funding solution, the DPP aims to attract more business events and leisure travellers to Auckland.
Starting July 1, 2024, the second DPP will offer seven partnership levels. This includes “Love AKL” for small and emerging tourism businesses, as well as businesses indirectly benefiting from tourism, such as restaurants and retail stores. Another new level is “Destination Services Partner” for companies providing tourism marketing and support services.
According to Annie Dundas, director destination at Tātaki Auckland Unlimited, the DPP generated NZ$1.9 million (US$1.2 million) in industry support in its first year (ending June 30, 2024). This funding allowed them to promote Auckland in key markets like Australia and North America, attract business events, and collaborate with other tourism organisations. She credited the DPP with improving Auckland’s global conference ranking from 173 to 84.
Funds from the DPP were used for various marketing initiatives, including consumer campaigns in domestic and Australian markets, public relations support, trade familiarisation events, and participation at key trade events such as AIME, TRENZ, and MEETING.
In its first year, the DPP saw participation from over 140 hotels, local tourism operators, and business event venues, which helped to secure 72 business events expected to bring 161,000 visitor nights to Auckland between 2024 and 2026.
“All DPP funds generated go towards an activity that directly benefits the region and are not used for Tātaki Auckland Unlimited overhead costs, nor to attract or invest in major events,” added Dundas.
Despite the programme’s success, Tātaki Auckland Unlimited chief executive Nick Hill supported mayor Wayne Brown’s call for a long-term funding solution involving central government, local government, and tourism industry partners.
Businesses interested in participating in the second year of the DPP can register now for more information.
