Destination AKL

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 stand-alone visitor destination.

A new direction for Auckland’s visitor economy

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.

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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.

Destination AKL 2025 strategy

This strategy signals a new direction for Auckland’s visitor economy; a fundamental shift in thinking and approach. It outlines a long-term vision for the industry to work together to manage the visitor economy impact so Auckland is better off economically, socially and environmentally.

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Destination AKL 2025 supplementary report

This document is comprised of the additional insights and feedback gathered throughout the process of developing the strategy; information which helped inform the final Destination AKL 2025 strategy document

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Auckland positioning and narrative

View our research identifying what Auckland’s unique attributes and assets are.