The Growth of Tourism in Rotorua

First Episode 1840-1930Establishment

Facilities were basic and main attractions were geothermal (the pink and white terraces).

The township of Rotorua was established by the Government in 1881 and a government department was created (Department of Tourism and Health Resorts) to control and manage tourism in Rotorua.

Trout were introduced into Rotorua Lakes; the Government Sanatorium (Bath House) was built (1908).

Auckland to Rotorua railway was built (1894) and the first hotels were built and sightseeing tour were available to the local thermal attractions.

Te Wairoa (the buried village) was excavated (1931-1935) and became an attraction in its own right.

Tourism in this period was dominated by Government led initiatives in infrastructure and in development of attractions.

Government took a purely regulatory position, allowing control to be passed to the Rotorua City Council (now Rotorua District Council), Tourism Rotorua and other private regulators.

Second Episode 1940s- 1970 ( rapid growth, expansion and increased affluence)

Government infrastructural developments (like the airport and upgraded roads) created better accessibility.

Accommodation facilities increased rapidly and development occurred along major roads.

Secondary attractions like Rainbow Springs were developed and Rotorua became firmly established as a destination for international visitors.

Outlying attractions like Hells Gate were able to be more fully developed as they became easier to get to.

Rotorua was heavily promoted overseas and a visit by the Queen (1953) put Rotorua “on the map”.

A lot of secondary, privately owned and run activities such as the Agrodome were developed (1971).

Older facilities sold by the Government or licensed to private operators. Government took a purely regulatory position, allowing control to be passed to the Rotorua City Council (now Rotorua District Council), Tourism Rotorua and other private regulators.

International investment in chain hotels began and niche markets began to be catered for. The time of specialisation.

New tourist types. FIT – Free Independent travellers and younger tourists, The Eco tourist, the backpacker, the adventure tourist. All these had to be catered for.

Third episode : 1980s – present ( rapid change, renewal, new development, specialisation and privatisation)

Rotorua reinvented itself. The council invested millions of dollars into the redevelopment of the CBD (centre of town) and the lake front (1995-2002). The tourist information centre opened in 1993.

Non-geothermal and new cultural attractions opened, on the periphery of the city. Rafting on the Kaituna, Skyline Gondola, the Luge, 4WD Adventure.

Much of these changes were related to changes in the type of visitor. More affluent Japanese and American tourists demanded higher levels of accommodation and a wide variety of attractions.

New hotels were built. Big international chains (Sheraton, Novotol) and backpacker facilities were built.

More South East Asian tourists arrived (South Korea and China) – facilities were developed to cater for them.

Rebranding of the Arts and Crafts institute. Opening of the Tamaki Maori Village, redevelopment of Wai-o-Tapu and opening of Tamaki Realm of Tane all revitalised and changed tourism in Rotorua.

Stages of Tourism Growth in Rotorua

First Episode 1840-1930

Establishment

Second Episode 1940s- 1970 ( rapid growth, expansion

and increased affluence)

Third episode : 1980s – present ( rapid change, renewal, new development,

specialisation and privatisation)

Create a timeline showing the main factors which have influenced the development of Tourism in

Rotorua.

1840

Pink and white terraces attract tourists to the area.

Buried Village excavated becoming a new attraction

1931

Visit by the Queen brings Rotorua world wide attention

1953