Local businesses took a deep dive into the future of tourism at a recent Raglan Chamber event hosted by Whāingaroa Raglan Destination Management Organisation (WRDMO).
In partnership with Takitini (Waikato District Council’s economic development unit) and Hamilton Waikato Tourism, the Energising Raglan’s Visitor Economy event looked at how a strong tourism sector could boost local business aspirations.
Discussions ranged from the infrastructure needed to support growth, to creating local jobs, strengthening business capability, and the launch of the new ‘Go Raglan’ brand.
With support from Raglan Naturally Community Trust, the WRDMO recently received funding from the Department of Internal Affairs to develop a five-year community-ledtourism and events plan. On behalf of the WRDMO, Jacqueline Anderson is leading the project, which will be shaped in consultation with the community over the next 12 months.
“This is the first of a series of workshops where everyone in the community will have the chance to share their ideas and help shape a clear vision for tourism and events in Raglan,” she says.
Summary of participants’ feedback
Hopes for our visitor economy
A collaborative approach, with businesses, iwi, and groups working together is vital. A centralised events website, better transport, and connected businesses would help.
The goal is for visitors to stay longer, spend more, and return in the quieter months. Group accommodation, winter events, and stronger CBD offerings were suggested.
Sustainability is key. Raglan could lead the nation in reusables, zero waste, and eco-initiatives, with visitors embracing kaitiakitanga and giving back to the community.
Working with local iwi and hapū is central, with calls for a cultural centre and more indigenous tourism. The hope that tourism creates quality year-round jobs, pathways for youth, and keeps Raglan’s lifestyle intact.
Concerns about our visitor economy
Infrastructure is a major worry, accommodation shortages and rubbish, especially from freedom campers, are ongoing issues.
Fear of losing Raglan’s small-town vibe. There’s concern about siloed marketing, disregarding te ao Māori, and visitors who don’t respect the zero-waste ethos.
Seasonal peaks and troughs add pressure, with overcrowding in summer and slow winters. Rising costs and business overheads make it harder to keep things sustainable.
Branding Raglan
Branding should capture Raglan’s spirit. Ideas included Explore Raglan, Experience Raglan, and Destination Raglan, with bold colours, strong social media, and promotion of local kaupapa like recycling and surf etiquette.
Pathways for local employment
Tourism growth could open doors for locals. Suggestions included internships, apprenticeships, and mentorships, especially for rangatahi. Youth festivals, hospitality and outdoor recreation training, and collaborative programmes would help keep talent local.
Events to suit Raglan’s vibe
Off-season events were strongly supported – winter food festivals, light shows, film festivals, writers’ weekends, buskers, and more live music. Kapa haka events and kōrero days would add depth and keep Raglan vibrant year-round.
Building business capability
Businesses want training in social media, AI tools, marketing, and website management. Access to mentors, governance skills, and youth engagement programmes were also highlighted. Knowledge-sharing workshops were seen as a practical way forward.
Infrastructure and resources needed
A call for stronger basics: better roads, bridges, sewage, cycleways, and more toilets. Protecting beaches and birdlife is vital. Affordable housing, parking, free Wi-Fi in cafés, and coordinated regional event planning were also suggested.
Did you know?
- The 2025 Karioi Classic was a hit with 561 riders, loads of community support, and 57% of participants joining in for the very first time – with 93% keen to do it all again. Thanks to the bike buzz, $1k was donated to Raglan Mountain Biking Club.
- The biggest chunk of retail spend in Raglan over the last 12 months went on groceries and fuel (57.6%), with cafes, restaurants, bars and takeaways serving up a tasty second at 20.6%.
- For every $100 spent in Raglan, $59 comes from locals, $31 from visiting Kiwis (bach owners, day trippers and overnighters) and just $10 from international visitors