LEADER COLUMN JUNE 2013

Northland and Whangarei are fortunate to have an outstanding natural environment. These provide many fantastic cultural, recreational and commercial opportunities. Our physical environment has also provided us with the setting for a deep water commercial port facility that is the closest port to the majority of New Zealand’s international markets. This facility has continued to grow since its inception ten years ago and has allowed the efficient export of much of Northland’s log harvest in recent years. As well as the ability to be highly productive component of an integrated northern land and marine transport network that is essential to creating a resilient supply chain that New Zealand’s economy needs if it is to be competitive and productive, the port also presents Whangarei with another opportunity. That is the long-term participation in New Zealand’s cruise ship industry by becoming part of the network of ports currently visited by these boats throughout the summer months. Tourism already plays a key role to our regional economy and much of that is focussed on our natural environment. Yet while many of these natural attractions such as the Bay of Islands and the Tutukaka Coast have an international reputation, other areas of Northland do not fare as well. In recent times we have found it difficult to articulate what it is that Whangarei has to offer to both the international and the domestic market. However there is work being done to remedy this. For example the Whangarei District Council’s work with the sense of place projects and the “Love It Here!” campaign are helping change external perceptions. Realistically for Whangarei to be part of the cruise industry’s network requires a relatively low level of operational infrastructure – which already exists – and sufficient attractions to be sold to international tourists within one hour’s travel of Marsden Point. This second element may also possibly exist already. The challenge to the industry if this is the case is to identify these activities, engage with the operators, encourage a collaborative approach from them and then communicate to those outside the region why they should visit Whangarei. This is not an easy task but the long-term economic benefits, not only for Whangarei but also the wider region should not be overlooked. Each of these ships would bring a minimum of 2000 visitors to our district. Tauranga had in excess of 80 ships visit this summer. If the experience is positive they all become international ambassadors for Northland