Taranaki’s visitor sector gathered yesterday for the Taranaki Tourism Summit, uniting operators, iwi, industry leaders, and regional partners at a pivotal moment for Taranaki.

With tourism presenting one of the region’s strongest opportunities for immediate economic growth, the Summit focused on how a sector-led approach can drive prosperity while regenerating people, place, and Taranaki Maunga.

Hosted by Te Puna Umanga Venture Taranaki and He Toronga Pakihi ki Taranaki, the full day event featured a high-calibre lineup of speakers including Karl Burrows - Tourism New Zealand, Kylie Ruwhiu-Karawana - TRC Tourism, Jolanda Cave - Ngāi Tahu Tourism, and Gabby Lawton - Zealandia te Māra a Tāne. Each shared insights on emerging visitor trends and the power of authentic local storytelling to shape a distinct visitor proposition.

The summit underscored strong sector momentum in the region, with tourism expenditure increasing 6.1% in the last five years, ahead of the national average of 3.7% - the highest regional growth rate in New Zealand. International guest nights have also surged more than 200%, one of the biggest jumps nationwide.

Te Puna Umanga Venture Taranaki Chief Executive Kelvin Wright highlighted that as Taranaki seeks to diversify and strengthen its regional economy, tourism is one of the few sectors capable of generating immediate growth.

“We have strong foundations in place, but we can’t drive this alone. The summit was a great opportunity to get our region inspired, energised, and ready to shape a future-focused visitor economy that also positively supports our communities and the spectacular landscapes that make this region like no other.”

Keynote speaker Tara Howell, founder of Tasmania’s Blue Derby Pods Ride, offered a compelling case study on how her sustainable mountain biking and glamping experience has transformed the once-struggling town of Derby, driving new jobs, population growth, and investment.

Tara’s story challenged Taranaki to think big about what is possible when communities back bold, values-led visitor experiences grounded in environment and community.

Panel discussions highlighted opportunities in cultural, agri, and regenerative tourism, along with new and emerging cultural visitor assets such as the North Taranaki Visitor Centre, Pukerangiora Visitor Experience, and Te Whare Hononga.

Paora Rauputu, Pouwhakahaere at He Toronga Pakihi ki Taranaki says “As visitors seek genuine cultural experiences, there is a significant opportunity for pakihi māori in tourism. He Toronga Pakihi ki Taranaki is here to tauktoko those looking to grow in this space.”

The Summit closed with a clear sense of momentum and shared purpose. With operators, iwi, and industry aligned on the opportunities ahead, Taranaki is well positioned to grow a visitor future that supports local businesses, shares authentic storytelling with manuhiri, protects the region's taiao, and strengthens communities.