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Te Ara Ā Toi Project Overview

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Destination Coromandel, together with the Tourism Bay of Plenty and Tairāwhiti Gisborne, have selected Te Ara Ā Toi* as a project to deliver in 2021. Find out more about who we are, project background and next steps to support Te Ara Ā Toi* kaupapa below.


Destination Coromandel (DC) is the Regional Tourism Organisation (RTO) tasked with promoting the region under The Coromandel good for your soul brand. Our region includes Thames Coromandel and Hauraki Districts. We are funded by the respective councils and businesses involved in the tourism industry via user pays advertising.


Having recognised RTO’s role in the tourism system, MBIE announced a $20.2 million STAPP fund for the 31 RTO’s across New Zealand. DC were successful in applying for $700,000 to allocate across 16 projects. The projects are required to be delivered by the end of 2021.

The funds have required DC broaden our Destination Marketing mandate into Destination Management and Planning, Industry Capability and Product Development.


DC have selected 6 projects within this category, including Te Ara Ā Toi*

Project Brief;

Purpose - Grow Māori tourism business: Invite locals and manuhiri into Te Ao Māori along Te Ara Ā Toi (helping progress te reo Māori me tikanga Māori) in authentic and compelling experiences as Māori tourism businesses/experiences are developed.

Project Objectives

  1. Progress Māori tourism business/experiences
  2. Determine project reality/potential of building TAĀT into an iconic touring brand featuring must do experiences (feasibility)

An overall objective for all projects is to help improve The Coromandel tourism ecosystem; so every time a visitor travels to the region they enhance life for nature, locals and (future) visitors.


Sub regional hui identifying cultural tourism operators, hapū, iwi and other useful stakeholders i.e. kaumātua and kaiwhakairo etc.

An assessment of Māori tourism businesses and (potential) visitor experiences will be performed. This is a great opportunity to;

  • Register interest and assess needs for business development
  • Determine support for TAĀT to become an iconic touring route

If your visitor attraction has elements of Māori culture and you would like to be included in the assessment please contact Destination Coromandel.

Please don’t hesitate to contact Destination Coromandel with any questions.

 *Te Ara Ā Toi is a working title

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