Central Otago as a community has inherited a magnificent natural and historic wealth.
The region's strengths within the tourism industry are the unique iconic moments – cycling, wine and food, camping, culture and heritage. The region is valued for its stunning landscapes and scenery. Its distinct four-season climate, reliable weather patterns and low rainfall, enable a diverse range of activities such as motorsport, gold panning, orchard tours, cycling, winter sports pursuits (curling, luging, ice skating), water sports and other outdoor recreational activities in the warm summer months.
Tourism Central Otago’s domestic and international marketing activities are created with the aim of reinforcing these strengths. The long-term aim is to achieve whole-of-region referral to the www.centralotagonz.com website for information on visiting, living, working and doing business here.
Central Otago is an attractive and memorable destination for leisure visitors (holidaymakers); for people visiting friends and relatives; and for those attending events. We attract visitors from around
New Zealand and from key markets such as Australia, United Kingdom, Germanic
Europe and North America, with smaller numbers from China and South East Asia.
Three special interest sectors have been identified as a key focus for Tourism Central Otago (TCO) to promote Central Otago’s unique points of difference. These are cycling, wine and food and camping with our heritage products promoted across all three sectors.
A unified strategic approach to tourism between the Central Otago community and the visitor industry is the most effective way we can increase the average spend and length of stay of these visitors. Tourism Central Otago has built successful, constructive partnerships with industry players, which enable us to offer unique marketing opportunities that target both existing and potential markets.
Marketing collaboratively will provide Central Otago and its tourism operators with a strong, more visible presence in the dynamic tourism marketplace. The TCO team looks forward to you joining with us in our collective marketing activities.
Who are we?
Tourism Central Otago is the Regional Tourism Organisation (RTO) for Central Otago, it is part of the Community Services department of the Central Otago District Council. Find out more about the individual members of the Tourism Central Otago team in the About Us section.
What we do
Tourism Central Otago is a resource unit available to local Central Otago based tourism businesses as well as the Travel Trade. We develop generic marketing resources for the consumer and travel trade; we are available to assist operators who wish to learn more about working with different markets and distribution outlets; we develop and maintain this regional website.
We work closely with Tourism New Zealand, local and national tourism organisations’ and industry to coordinate and facilitate the marketing of Central Otago as a visitor destination within New Zealand and internationally.
Central Otago’s major international markets are Australia, United Kingdom, Europe and United States.
Tourism Central Otago is able to provide generic marketing resources, assistance and promotional material like the Central Otago Visitor Guide. We assist accredited industry and media personnel with familiarisation visits to the region. Site inspections will be coordinated to ensure you meet with the right people.
Destination Management
The people of Central Otago have a strong sense of “Love of Place” and are proud to share their place with visitors. They also desire a balance between the environment, community and tourism. This is a place where respect for the land prompts sustainable solutions. Tourism Central Otago achieves this balance through a Destination Management policy – a “whole of community” approach. It’s about working together to protect what is special in this place. Maintaining effective working partnerships between all the communities and businesses involved in tourism helps to ensure a sustainable future.
Find out more about the Central Otago Regional Identity - A World of Difference.