This includes promoting the growth of respectful tourism, through, destination and experience management, infrastructure, industry capability development, regenerative tourism, and marketing.

Since the implementation of the strategy some of the initiatives included domestic and international marketing, developing plans to improve the visitor experiences at Nugget Point/Tokatā and Kākā Point, Gabriel’s Gully Lawrence, and the Clutha Gold Cycle Trail extension.

This work, carried out by Council’s economic development contractor Clutha Development, was initially funded by central government’s post COVID-19 stimulus funding until 2021/22 with some Council support. Since 2022/23 Council has been supporting this with funding from Council’s investment surplus.

Clutha Development believes this work has contributed to a 7.1% increase in tourism expenditure in the year to March 2023, and a 50% increase in Qualmark accredited operators contributing to the District’s economy.

If funding is not provided to destination management activities the initiative would not carry on from 2024-25. Continuing this initiative would involve an additional cost of $195,000 per annum. As in previous years it could be funded from Council’s investment surplus.

For more information refer to the Clutha Destination Strategy and Clutha Destination Implementation Plan.