Objective 3 - Transform Auckland into a world-class destination
The visitor industry is well positioned to play a pivotal role in Auckland's economic transformation. In 2004, international and domestic visitors contributed $3.18 billion to the regional economy. Taking a region-wide and integrated approach to planning and execution will greatly increase the visitor industry's contribution to Auckland's, and New Zealand's, economic prosperity.
Auckland's uniqueness needs to be articulated in a national and global context and, at the same time, the city-region must develop the infrastructure, events, investment and visitor outcomes that will leverage Auckland's pulling power on an international stage.
| Strategies | Action |
| 3.1 Bring the world to Auckland | 3.1.1 Produce and implement a regional visitor strategy. |
| 3.2 Build on Auckland's distinctiveness | 3.2.1 Develop an Auckland regional brand identity with integrated communication tools for use by tourism, business and community. |
| 3.3 Position Auckland as a major event destination | 3.3.1 Develop a major event portfolio to build world-class capability and profile. |
| 3.4 Use the Rugby World Cup to create long-term benefits | 3.4.1 Deliver additional infrastructure projects such as a world-class sporting venue, high-speed transport links, and a national convention centre. |
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