In the stunning area of Turangi, in the Central Plateau, a significant transformation in tourism is
happening, led by Tongariro Tourism Hub. Several years ago, their parent company, the Lake
Rotoaira Forest Trust, saw the need to move from traditional forestry to regenerative tourism.
This shift ramped up in 2019, and now Tourism Manager, Doug Wilcox and his team are
dedicated to creating deep connections with the land and cultural history through special tours
and activities. Unlike typical tourism ventures that prioritise entertainment, the Hub focuses on
authentic cultural exchanges.
The main goals of Tongariro Tourism Hub are clear: steward the environment, provide opportunities, and share the region’s rich culture in a new way. Lake Rotoaira Forest Trust has developed several ventures to align with these objectives, which Doug oversees and promotes collaboratively. At its base in Ketetahi, on the footsteps of the
Tongariro National Park, the Tongariro Tourism Hub operates a carpark and shuttle service to the Tongariro Crossing and in this past year welcomed 105,000 visitors. Through
their acquisition of Rafting New Zealand, they offer thrilling rafting trips on the pristine Tongariro River, where visitors can also see the once-endangered Whio (Blue Duck) thriving in its natural habitat. More recently, the trust has partnered in a joint venture with Kaimanawa 3B2A & 3B2B Trust and Heli-Sika to create Kaimanawa Alpine Adventures. This new venture
includes heli-biking, glamping, and walking trails through ancient podocarp forests at the
Tongariro River’s headwaters. Doug and his team encourage visitors to engage deeply and
appreciate the land from a cultural perspective while on these ventures. This focus has
resonated well, as many visitors express a keen desire to return, valuing the authentic cultural
experiences provided.
The Tongariro Tourism Hub, channels all its revenue back into developing authentic attraction experiences. This approach not only enhances services for visitors and locals alike but also supports the landowners, who are the driving force behind these projects, thereby reinforcing the commitment to regenerative tourism. The community also plays a pivotal role, ensuring that the benefits of these local experiences are widely shared, underscoring the positive impact of Tongariro Tourism Hub's initiatives.
In 2020 Lake Rotoaira Forest Trust actively collaborated with NZ Māori Tourism. After a
comprehensive review of their tourism strategy, they developed Te Ara Tika - The Right Path .
This strategic move positions the Tongariro Tourism Hub to welcome increased visitor numbers,
both domestic and international. Future aspirations include working towards offering year-round tourism activities. Moreover, a network of local operators are collaborating to develop support for new ventures and build capability for others passionate to be involved in the sector. "My role also includes connecting with other operators so that we have a unified and connected brand to our region" says Doug, outlining his vision for the future.
The Tongariro Tourism Hub is the real deal that embraces all that is possible within Aotearoa Inc—it’s a community effort that’s showing the world how tourism can help embrace all that is good about culture and nature. With the Lake Rotoaira Forest Trust at the helm Tūrangi is becoming a model of how to manaaki (care), offering lessons and inspiration for visitors and locals alike.
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