FIRST Light Tourism Eastland has launched a campaign to put the town of Gisborne firmly on the tourist map.
The tourism board, which is responsible for the east coast of New Zealand, is trying to raise the public’s awareness of Gisborne as it will be the first town in the world to see in the millennium on January 1 2000
The campaign is focusing on the millennium celebrations , including the Gisborne 2000 Festival starring David Bowie and the town’s most famous local, Dame Kiri Te Kanawa. The event is expected to attract 35,000 people.
In total Gisborne is forecasting 180,000 visitors over the millennium period, 105,000 of whom will be from international markets.
First Light Tourism Eastland chief executive Maxine Wallis said the millennium is a perfect opportunity to create awareness of Gisborne.
“At the moment Gisborne has only a small share of the international visitor arrivals in New Zealand,” she said. “But post-millennium we not only hope to turn that around, but also to make sure there is a steady increase in international arrivals for years to come.”
Wallis is expecting an estimated £21m to be generated through tourism over the three-week Christmas and New Year period. The money will be invested back into tourism.
“We will be gearing more towards niche marketing, catering to visitors who want to experience the culinary, cultural and eco-tourism facilities we offer,” said Wallis. However, tour operators have expressed doubts over whether visitor forecasts to Gisborne during the millennium are accurate.
Patrick Horton, who is organising a millennium bicycle ride for 500 tourists from Auckland to Gisborne through Gold Medal Travel Group, questioned the figures. He said lack of product and expensive airfares are putting off potential visitors.
“My view is that there will be 100,000 for the whole event. I don’t think there will be many from overseas. The city has done a lot to promote itself but the travel trade needs to get its act together to respond to the opportunity being created. There are no packages that include a visit to Gisborne over the New Year,” said Horton.