Tourism Hui brings industry together to shape future of visitor experience in Northland

Northland’s visitor industry came together last week (Thursday 18 Sept) at the inaugural Taitokerau Tourism Hui, hosted by Northland Inc at the Tahuaroa Conference Centre, Waitangi Treaty Grounds. 

Held in one of Aotearoa’s most significant places of partnership, the hui brought together tourism operators, iwi and hapū, regional and national agencies, and industry partners for a day of connection, reflection, and forward planning. 

Northland Inc CE Paul Linton welcomes everyone to our inaugural Tourism Hui.

Northland Inc Chief Executive Paul Linton opened the day by acknowledging the unique significance of gathering at Waitangi - a place that continues to hold deep cultural, historical and political meaning for the region and country.  

“As we meet to kōrero about the future of tourism in Te Tai Tokerau, it’s fitting that we do so in the very place where the founding partnership of our nation was forged. A place of mana, of dialogue, of connection. That’s what today is all about.” 

Over the course of the day, attendees had the opportunity to connect directly with key players across the national tourism system, from central government to national agencies, airline partners and sector advocates. Topics included the Tourism Growth Roadmap, international marketing opportunities, the Savour Northland festival, and the opportunity of the screen sector to Northland. 

Amy Simpkin, Destination Management Lead at Northland Inc, said creating space for connections was a key focus of the event. 

Tourism New Zealand presenters Jill Chestnut & Manda North, with Northland Inc CE Paul Linton.

“One of the biggest strengths of the hui was the ability to bring everyone into the same room, from MBIE and Tourism New Zealand, to Air New Zealand and our local operators. That kind of access is incredibly valuable for a region like ours. It means our businesses can hear the big picture directly, ask questions, and share what’s happening on the ground. It creates real momentum for alignment, insight, and action.” 

A highlight of the day was a session on the Tourism Carbon Footprint Project, a project led by Northland Inc and supported by Northland Regional Council. The initiative gives local operators access to an AI-driven emissions measurement tool, CarbonTrail, and tailored support to improve efficiency and reduce impact.  

Dr David Ermen presents the results of the Carbon Trail Project with Northland tourism operators.

Dr David Ermen, who led the presentation, said the initiative was about making sustainability practical and achievable for the sector. 

“This isn’t just about carbon reporting, it’s about giving businesses tools they can actually use. When operators can see where their emissions are coming from, they’re in a much stronger position to make changes that save money, improve efficiency, and deliver a better experience for their visitors. Northland is showing real leadership by making this support accessible at a regional level.” 

The hui closed with a strong sense of momentum, with support for making the event an annual fixture on the region’s tourism calendar. Northland Inc’s destination team say the insights shared throughout the day will feed directly into future planning and partnership work. 

“Tourism in Northland is built on relationships,” said Linton. “And this hui reminded us what’s possible when we make time to come together, share openly, and plan with purpose.”