TOURISM INITIATIVE
Driving economic prosperity in Kerikeri and the Far North region
About
We are committed to fostering community-led projects that enhance Kerikeri's social, cultural, environmental and economic vibrancy. A recurring concern has emerged in conversations with community members: Kerikeri is ‘losing its mojo.’
Once celebrated as a Top Town and a “gem” of the Bay of Islands, Kerikeri was known for its exceptional climate, convenient access to the Bay, appealing town entrance, cosmopolitan character, and charming “village feel.” The CBD was bustling, offering essentials alongside vibrant cafés, boutique shops, and a lively atmosphere.
While the climate and proximity to the Bay remain unchanged, Kerikeri’s charm has diminished over the years due to rapid growth and urban challenges.
Key issues include:
Traffic congestion in the CBD and poor urban planning
Inadequate infrastructure
Erosion of the ‘village feel’
Decline in town entry aesthetics, impacted by residential subdivisions, billboards, and urban sprawl
More critically, Kerikeri faces:
Economic Vulnerability: The local economy is heavily reliant on residential development and construction, driven by new residents. This dependency makes Kerikeri especially vulnerable during economic downturns when growth slows.
Loss of Identity: Kerikeri is increasingly viewed less favourably, referred to as the "mid-Northland service centre" or, a place that’s not suitable for young families and youth.
THE OPPORTUNITY
Tourism is an industry that can address these challenges. As the fourth-largest contributor to Northland’s GDP, tourism plays a vital role, adding $491.7 million to the region’s GDP and employing 7,192 people in 2023. Tourism accounted for 8.8% of Northland Region’s total employment that year.
While detailed statistics by destination are unavailable, the Bay of Islands is widely recognized as Northland’s most popular and economically significant tourism hub. Despite being an integral part of this community, Kerikeri receives comparatively little visitor attention, with most activity focused around Paihia, Waitangi, and Russell. Furthermore, Kerikeri currently lacks a coordinated effort to attract tourists; it does no tourism marketing at present This represents a significant missed opportunity given the Bay’s existing visitor appeal.
By positioning Kerikeri as an appealing and complementary destination to Paihia, Waitangi, and Russell, OKK Trust believes it can expand the visitor spend in the Bay of Islands. This positioning strategy will boost tourism spending and generate economic benefits with relatively low effort compared to launching new industries or infrastructure projects.
Additionally, tourism is seen as the first step in attracting permanent residents, further supporting economic prosperity in the town and region.
the work
Information Event
On Friday 14 November 2025 we held two information sessions to outline the strategy and marketing. We invited around 100 businesses and industry organisations to share the work. The sessions were well received with many positive comments and much enthusiasm.
THE WEBSITE
Phase One of the project involves creating a consumer facing website to promote the brand positioning and businesses operating in the tourism, arts, artisans and culture space. Businesses can request a free listing or contact us to discuss a paid feature listing.