Tourism on the Rise as Kylie Hawker-Green Outlines Coromandel Strategy
Tourism, visitor spending and the future of the Hauraki Coromandel were firmly on the agenda when Destination Hauraki Coromandel General Manager Kylie Hawker-Green addressed Rotary Paeroa on 25 August.
Kylie, who leads Destination Hauraki Coromandel’s destination management and marketing activities, provided members with an insight into both the scale of tourism in the region and the work being undertaken to attract visitors while ensuring tourism benefits local communities.
The latest visitor figures make impressive reading. In the year to June 2026, Hauraki Coromandel recorded an estimated 298,000 daytime visitors, including 25,000 international visitors, together with 93,000 overnight visitors. Those visitors generated an estimated $20.44 million in visitor spending, with Waikato contributing $7.8 million, Auckland $4.5 million and Bay of Plenty $4.1 million. The United States alone accounted for around $490,000.
Kylie explained that attracting visitors is only part of the job. Destination Hauraki Coromandel is working across domestic and international markets through campaigns including The Coromandel Cure, Our Place and Where Kiwis Holiday, supported by digital marketing, social media, Google, retail promotions, billboards, television, influencers, media and electronic direct marketing.
International activity includes trade shows, travel trade relationships, international media and campaigns targeting Australia and North America.
A major focus is also on ensuring tourism contributes positively to the region. This includes the GOOD FOR YOUR SOUL Kaitiaki programme, supporting sustainable tourism, industry development, new products, data and analysis, signage and wayfinding, and a Destination Management Plan.
For Paeroa, the message was particularly relevant. The official visitor website promotes Paeroa as one of the destinations within Hauraki Coromandel, alongside attractions such as the Hauraki Rail Trail and Karangahake Gorge.
Kylie’s presentation highlighted that tourism is not simply about getting more people to visit—it is about encouraging them to stay longer, spend locally and leave the region better than they found it.