Auckland Unlimited promotes Auckland as a place to visit, attend events and study.
Our work is underpinned by the Destination AKL 2025 strategy – 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 stand-alone visitor destination.
Outstanding experiences such as the annual Elemental AKL festival, which was first held in 2019, are a direct outcome of the strategy’s implementation and collaborative achievements to date.
The impacts of COVID-19 have hit Tāmaki Makaurau Auckland’s visitor economy hard, forcing many to make difficult decisions to maintain viability and relevance in the face of an uncertain economic outlook. This has provided a window of opportunity to take immediate and bold action if our region is to emerge as a thriving and more resilient destination that enriches the lives of our people and our visitors.
In response, Auckland Unlimited developed the Destination Auckland Recovery Plan. Guided by the principles of kotahitanga, kaitiakitanga and manaakitanga – as well as the strong foundations of the Destination AKL 2025 strategy – Auckland Unlimited engaged with a broad range of industry players and wider stakeholders to develop this first-stage recovery plan to support Auckland’s re-emergence as a more resilient and sustainable domestic and international destination.
Like the original Destination AKL 2025, the recovery plan is founded in shared actions, with clear priorities and deliverables that are achieved through region-wide industry collaboration.