A submission from Larnach Castle on the Dunedin City Council’s 2025-34 draft long-term plan said a significant increase was needed.
“As the tourism sector continues to be a cornerstone of New Zealand’s economy, it is imperative that Dunedin capitalises on this opportunity to bolster its local economy, enhance community vibrancy and position itself as a premier destination for both domestic and international visitors,” castle general manager Adrian Clifton said.
“The city’s rich cultural heritage, vibrant arts scene and proximity to unique wildlife and natural attractions make it an attractive destination for tourists,” Mr Clifton said.
“Investing in tourism infrastructure and promotion can amplify these inherent advantages, driving increased visitor numbers and spending.”
The castle on the ridge of Otago Peninsula attracts about 120,000 visitors a year.
Mr Clifton said there had been a robust recovery and growth in tourism nationally since the Covid-19 pandemic.
Dunedin stood to benefit from this, he said.
Mr Clifton called for a larger portion of the council’s nine-year plan budget to go into tourism development, focusing on events, hosting, attending trade events, public relations and marketing.
“By investing further in tourism, Dunedin can unlock significant economic and social benefits, ensuring a prosperous future for its residents and businesses,” Mr Clifton said.
The submission coincides with the council’s Enterprise Dunedin unit being reviewed.
It was reviewed previously in 2018, after Larnach Castle director at the time Norcombe Barker blasted Enterprise Dunedin’s performance as an “unmitigated disaster”.
The review by consultancy MartinJenkins found Enterprise Dunedin had an important role in economic development in the city, but stakeholders felt it was not “sufficiently engaged” in maximising and growing tourism and its economic benefits.
It stopped short of recommending a new council-controlled organisation replace Enterprise Dunedin.
This possibility is back on the table, or it could continue to be run with council staffing.
MartinJenkins said in 2020 Enterprise Dunedin had made good progress against most of the review recommendations.
Enterprise Dunedin was set up in 2014, bringing together the council’s economic development unit and visitor information centre and the former Tourism Dunedin council-controlled organisation.
A council resolution from November last year asked for consultation with stakeholders on a “refresh” of the MartinJenkins report as part of the new review.
My Governance has started the review, which is being run in two phases.
Council policy and partnerships manahautū (general manager) Nicola Morand said all the services provided by Enterprise Dunedin would be considered in the review.
The second phase, yet to be contracted, would look into governance options and operational models.
A final report and recommendations would be presented to the council at the end of July.
grant.miller@odt.co.nz
