Council endorses refreshed Destination Management Plan

Published on September 11, 2025

Horowhenua is a district awakening to its potential.

Recognised as the North Island’s food bowl and nestled between the Tararua Range and Tasman Sea, the district is rich in natural abundance, culture, and community spirit.

Council has now endorsed the refreshed Destination Management Plan (DMP), which sets a clear pathway to turn these strengths into sustainable outcomes and strengthen the district visitor economy. Visitors spent $124 million in the year end March 2025 in Horowhenua, contributing 3.2% of district GDP; and with targeted investment this is forecasted to more than double to $300 million by 2035.

Mayor Bernie Wanden says the refreshed plan reflects both opportunity and responsibility.

“Tourism in Horowhenua is already a strong contributor to our economy, supporting 855 or 6.9% of all jobs in Horowhenua and accounting for 19% of all card spending. But it is about more than dollars. This plan is about celebrating who we are, sharing it authentically with visitors, and recognising the positive impact the visitor economy has across our community.”

Originally developed in 2020, the plan has been refreshed to reflect a rapidly changing environment, from strong population growth to new infrastructure such as the Ōtaki to North of Levin Expressway. It provides an updated roadmap that responds to new opportunities while ensuring Horowhenua is well placed for the future.

“Tourism plays an important role in Horowhenua,” says Principal Economist for Infometrics, Nick Brunsdon. “It’s helping to diversify the local economy, spread employment opportunities across the district, strengthen hospitality and recreation industries, and attract new residents. At the same time, it raises the profile of Horowhenua nationally, supporting population growth and promoting local products.”

Five recommendations for action

The Destination Management Plan sets out five recommendations to guide activity:

Deliver a comprehensive Market Development Plan, grounded in consumer insights and integrated master planning.

Increase marketing activity and expand sector support, with a strong focus on the Visiting Friends and Relatives (VFR) market.

Revisit and activate the Horowhenua Events Strategy to encourage visitation year-round.

Identify funding requirements and advocate for co-investment, backed by strategic and visible planning.

Establish a Destination Management function affiliated with Regional Tourism New Zealand (RTNZ), working in partnership with Iwi/ Hapū, and closely connected to Council leadership.

A new national platform

A milestone achievement in 2025 has been Horowhenua becoming eligible and joining Regional Tourism New Zealand (RTNZ) as an Associate Member, a first for the district. This unlocks access to funding opportunities, national partnerships and resources that were previously out of reach.

Horowhenua District Council Chief Executive Monique Davidson says the timing is significant.

“Joining RTNZ puts Horowhenua at the national table for the first time. Combined with the endorsement of our Destination Management Plan, it means we now have the visibility, partnerships and tools we need to grow our visitor economy in a way that reflects our people and place.”

With its fertile whenua, dune systems, river, mountains and coast, Horowhenua offers the rare mix of uncrowded natural spaces, affordability, and accessibility. The refreshed Destination Management Plan ensures these qualities are protected, celebrated and developed in a way that benefits both community and visitors for generations to come.