Destination AKL 2025 is a unifying vision for Auckland's visitor economy, providing direction, leadership, and guardianship for the region as the gateway to New Zealand and as a standalone visitor destination.
A new direction for Auckland's visitor economy.
The Destination AKL 2025 vision set in place a framework to support a sustainable future for Tāmaki Makaurau Auckland and its visitor economy. As we emerge in a pandemic impacted world the destination AKL 2025 Journey takes a 2.0 view to continue this mahi and rebuild a more resilient and thriving visitor sector.
Our Vision
The Destination AKL 2025 vision set in place a framework to support a sustainable future for Tāmaki Makaurau-Auckland and it's visitor economy. As we emerge in a pandemic impacted world the Destination AKL 2025 Journey takes a 2.0 view to continue this mahi and re-build a more resilient and thriving visitor sector.
Explore our Work
Destination Management Plans
Destination management plans are living documents. It is hoped they will assist in guiding the visitor economy operating in these regions to work with their communities, providing a way in which to actively manage the type of tourism they'd like to have.
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Destination AKL 2025 Strategy
The Destination AKL strategy outlines a long-term vision for the industry to maximise Auckland's economic, social, and environmental outcomes.
Auckland Positioning and Narrative
View our research identifying what Auckland's unique attributes and assets are.
Destination Partnership Programme
This programme is an interim funding solution to support tourism marketing. Learn more about it, including how to become a partner and the benefits.
Travel Trade
For resources, product updates, and tips on crafting unforgettable visits, visit our travel trade hub.
Our Place Brand
Building Tāmaki Makaurau Auckland's reputation as a place to visit, live, work, study, and do business starts with understanding what makes Auckland unique.
The Auckland brand home is your guide to understanding Auckland's place brand, aligning your communications to our evidence based Place Brand themes: Region of Wairuatanga, Collective Worlds, Playground for Ideas, and Urban Oasis to help you talk about Auckland in an authentic way that builds on our region's reputation.
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