Horowhenua Destination Management Plan

Horowhenua is at a pivotal moment in its journey as a destination. With the Ō2NL Expressway on the way and visitor spend already sitting at $124m for the year ending March 2025 (3.2% of GDP), the opportunities ahead are significant. The Destination Management Plan (DMP) sets a clear direction for the future, aiming to more than double visitor spend to $300m by 2035.

Sustainability and inclusivity are at the heart of the plan. Protecting our natural environment, embracing kaitiakitanga and manaakitanga, and ensuring iwi, hapū and community voices are at the heart of decision-making will guide how Horowhenua grows as a destination.

Council has committed, through the Long Term Plan 2024-44, to deliver the destination management function. The refreshed DMP builds on the progress of the last five years and sets out a roadmap for how the visitor economy can generate jobs, strengthen local business, and enhance community wellbeing.  

Shaping the future of tourism in Horowhenua

The Destination Management Plan sets the direction for how Horowhenua will grow as a destination. It provides guiding principles to ensure growth is sustainable, inclusive, and locally led — protecting what makes our district unique while creating opportunities for our people and businesses.

The plan focuses on five key objectives:

  • Deliver a comprehensive Market Development Plan, integrated with the district’s wider master planning.

  • Increase insights-led marketing activity and expand sector support.

  • Strengthen and diversify the district’s events calendar.

  • Unlock more funding and co-investment opportunities.

  • Establish a dedicated tourism function linked with Regional Tourism New Zealand (RTNZ).

In September 2025, Council unanimously endorsed the refreshed Destination Management Plan, marking the start of an exciting new delivery phase.

Destination Management Plan(PDF, 6MB)

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