Destination Pōneke

Wellington Destination Management Plan 2021 – 2031

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In Te Ao Māori, Wellington is known as Te-Upoko-o-te-Ika-a-Māui, the head of the fish of Māui. The name comes from the story of Māui hooking a giant fish out of the ocean, which became the North Island of Aotearoa.

The fish’s tail is Northland, its head is Wellington. It’s an apt description for the capital city of Aotearoa, the place where big decisions are made. Or as Liz Mellish (Te Ātiawa) Chair of Te Wharewaka o Pōneke puts it, “the head of the fish is where the brains are. Wellington is a place of imagination and thought-leadership.”

Being the head of the fish is something we have taken seriously in developing Destination Pōneke 2031, a new destination management plan for Wellington city.

Destination Management Plan Purpose

The purpose of this plan is to provide a roadmap for how Wellington develops as visitor destination. It’s about enhancing aspects of our city, so Wellington continues to be a great place to live, work, study and visit – and is ready for future change.

Created by canvassing the aspirations of local businesses, mana whenua, the Wellington community, potential visitors and government, the plan takes a wellbeing approach to support jobs and add value socially, culturally, and environmentally.

Our ambition is to transform Wellington in a zero-carbon destination, famous for experiences that ignite curiosity and make you think.

By doing this, we believe we can build Wellington’s reputation as a place where people want to belong, whether for a weekend or a lifetime.

Download full plan

Download summary

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