![ISLAND FOCUS: Whakatane District Council is turning its attention to the economic benefits of White Island. File photo]()
ISLAND FOCUS: Whakatane District Council is turning its attention to the economic benefits of White Island. File photo
IT’S been almost continuously smoking off the Eastern Bay coast for centuries, but Whakatane District Council is now turning its attention to the economic benefits of White Island.
The benefits of using the already popular visitor attraction as a key promotion tool for the district are to be assessed through a project incorporating the region’s major tourism stakeholders.
The project, which initially involves developing a destination marketing plan business case, was endorsed by the council’s policy committee this month.
Its first task will be to use the knowledge and experience of White Island tourism business operators, iwi, Tourism Bay of Plenty and council staff to define destination management issues and options and complete an economic impact assessment.
The biggest operator, White Island Tours, has recently lifted its capacity to 250 visitors a day with the addition of a third boat.
Council business services manager Roslyn Mortimer said the company was currently negotiating to buy a fourth vessel which would lift the daily capacity to more than 320 visitors a day.
The rapid growth has one councillor concerned. Gerard van Beek said White Island was still being promoted as a type of adventure where people were entering “the bowels of the earth – fire and brimstone-style”.
“If we are going to see an increase in people on the island it is going to reach a point where it is not going to be adventure tourism anymore – it is going to be a walk in the park.
“Will we soon be going over and seeing 400 people walking around on concreted walkways with handrails. Is there a point where we can’t get any more people on White Island?”
George Johnston’s concern lay with the shipping container recently placed on the island for storage and use as a shelter in the event of eruption or severe weather.
“In my opinion it downgrades this beautiful natural site. I hope they camouflage it to look like a lava flow or something.”
Ms Mortimer said the aim of the destination marketing project was to identify the actions required to make Whakatane a must-visit tourism destination.
“This approach seeks to emulate the positive economic and community outcomes that destinations like Kaikoura have achieved by using one iconic attraction to anchor their destination marketing,” she said. “Tourism New Zealand and Tourism BOP are both promoting White Island heavily in key overseas markets and that is showing through strongly in our international visitor numbers and spending.
“This project seeks to build on those marketing initiatives and create a comprehensive process to co-ordinate all aspects of the visitor experience.”
Ms Mortimer’s report identifies more than 20 attractions in the cultural-heritage, eco-tourism, marine, walking-cycling and events sectors capable of contributing to a comprehensive destination experience.
Chris Roberts, chief executive of Tourism Industry Aotearoa and a former Whakatane resident, supports the focus on White Island as the ‘pull factor’ for visitors.
“In industry-speak, we call this having a distinct visitor proposition. White Island is a unique, world-class attraction. It can be used as the anchor for promoting the district, pulling visitors in who will then discover the other delights of the area.”
Mayor Tony Bonne said it was something the council had been talking about for many years.
“It is something that is unique to this area and the sooner we incorporate it the better.”