Tourism and growth

We drive visitor economy through event attraction and destination management.

We are Auckland’s regional tourism organisation

Tātaki Auckland Unlimited works to attract international and domestic visitors to our region, support local tourism operators, and develop sustainable strategies that ensure Auckland thrives as a destination – today and for future generations.

Guided by the principles of kotahitanga (unity), kaitiakitanga (guardianship) and manaakitanga (hospitality), we provide leadership for a shared vision of Auckland as a world-class destination.

​Did you know?

  • We designed the Taurikura Initiative course – in partnership with Tourism Industry Aotearoa, and the Ministry of Business, Innovation and Employment – to equip top tourism businesses with the knowledge, skills and confidence to lead in sustainability and drive positive change within the industry. 
  • Tātaki Auckland Unlimited has developed destination management plans with three regions so far: Aotea Great Barrier Island, Matakana coast and Waiheke Island. These plans provide a framework for those communities to actively manage the type of tourism they want for their region's future.
Tourism and growth

We attract visitors to Auckland

We actively work to raise Auckland's profile among domestic and international visitors, through marketing campaigns and partnerships.

  • We run the region's largest tourism website, Discover Auckland, to encourage locals, domestic visitors and international visitors to explore Auckland.
  • We drive strategic marketing campaigns to promote Auckland on a domestic and global scale.
  • We work with trade operators and industry partners to promote Auckland.
  • Our Auckland Convention Bureau promotes the city as a premier global destination for business events, meetings, conferences, and incentive travel, providing expert, free-of-charge support that drives significant visitor nights to the city.
Tourism and growth

We are guardians of Auckland’s destination management

Our Destination team provides direction, leadership and guardianship for the region as the gateway to New Zealand and as a stand-alone visitor destination. We created DestinationAKL, a unifying vision for Auckland’s visitor economy, and develop destination management plans to ensure our region can be enjoyed for generations to come.

How you ask?

We designed the Taurikura Initiative, in partnership with Tourism Industry Aotearoa and MBIE, to equip tourism businesses with the knowledge, skills and confidence to lead in sustainability and drive positive change.

Tātaki Auckland Unlimited has developed destination management plans with three regions: Aotea Great Barrier Island, Matakana Coast and Waiheke Island. These plans provide a framework in which the regions can actively manage the type of tourism they would like to have.

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