Whakatane District Council is investigating options for a land-based experiential centre to showcase Whakaari/White Island.

International visitor nights in the Whakatane District increased by 72 per cent during the year to 31 January 2017, with White Island being a major draw card for many, says Policy Committee chair Judy Turner.

'Tourism is the fastest growing sector of New Zealand's economy and this proposal aims to ensure that we're at the front of the line in terms of benefits for our community.

'We will now put together a business case to confirm the potential benefits of investment in an experiential centre, and from the promotion of the District to domestic and international visitors as the gateway to a unique tourism attraction.”

The council wants to maintain that tourism growth by positioning Whakatane as the ‘Gateway to Whakaari' and has received support from the business community for the concept.

White Island offers a point of difference no other region in New Zealand can match and Whakaari's proximity to Whakatane could be leveraged to attract more international and domestic travelers, says Judy.

The council proposes to implement a destination management approach, in addition to the land-based centre, to maximise awareness, visitor numbers and economic impact.

Consultation has already been carried out with Tourism Bay of Plenty and other stakeholders and several priorities had been identified, including improvements to infrastructure and diversification and elevation of tourism products.

Further consultation is also being planned to gather public input on a White Island experience centre, as well as other possible initiatives such as a new waterfront-focused plan for Whakatane with links to White Island, a White Island-themed roundabout and themed playground equipment.

The destination management approach will also focus on attracting organisations and conferences to the area, and encouraging cruise ship day visits, says Judy.