Hawke's Bay Tourism

What Hawke's Bay Tourism does

Hawke's Bay Tourism is the official regional destination marketing organization (DMO) for Hawke's Bay / Te Matau-a-Māui on the east coast of New Zealand's North Island, headquartered in Napier with 26 staff. It operates the destination portal hawkesbaynz.com as its primary digital platform, providing comprehensive visitor information including accommodation directories, winery listings, event calendars, itineraries, and downloadable PDF guides (Visitor Guide, Wine & Food Map, Trails map). The organization aggregates and promotes a portfolio of 30+ winery cellar doors, accommodations, restaurants, tour operators, attractions, and cultural venues spanning a 14,000km² region across Napier City, Hastings District, Havelock North, Central Hawke's Bay, and Wairoa District.

The business model is a non-profit, public-good structure funded through regional council contributions, tourism levy funding, and a membership program for local tourism operators. It does not sell products directly to consumers; instead it drives visitor demand to local operators through destination marketing, awards promotion (Great Wine Capitals Best of Wine Tourism Awards, Cuisine Good Food Awards), media partnerships (Getaway Australia, Stuff, Denizen), and membership in national and global tourism networks (Tourism New Zealand's 100% Pure New Zealand campaign, New Zealand Cycle Trail Great Rides, Great Wine Capitals of the World). Physical distribution is supported through regional iSite Visitor Centres.

The organization serves domestic and international leisure travelers, food and wine enthusiasts, cultural and heritage tourists, adventure travelers, business events clients, and wedding parties, with target international markets including Australia, USA, UK, and Canada. It is led by Chief Executive Hamish Saxton, who also serves as Local President of the Great Wine Capitals network.

Name

Hawke's Bay Tourism

Legal name

Hawke's Bay Tourism

Website

https://hawkesbaynz.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Hawke's Bay Tourism is a non-profit regional destination marketing organization promoting New Zealand's Hawke's Bay through its hawkesbaynz.com portal, membership programs, and global networks including Great Wine Capitals of the World. It drives visitor demand to local wineries, accommodations, and attractions.

Ownership category

akta.pro rank

Headquarters

HQ city

Napier

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership Programs: Hawke's Bay Tourism operates a membership program for local tourism operators and businesses, providing marketing support and network benefits in exchange for membership fees. The organization maintains a corporate website at hawkesbaytourism.nz for membership administration.
2. Regional Tourism Marketing: As a regional destination marketing organization, Hawke's Bay Tourism is funded through regional council contributions and potentially tourism levy funding to promote the Hawke's Bay region as a premier tourist destination, driving visitors to local operators, accommodations, wineries, and attractions.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Hawke's Bay Tourism is a regional destination marketing organization (DMO) that promotes the Hawke's Bay region of New Zealand as a Great Wine Capital of the world. It operates the official tourism website hawkesbaynz.com, publishes downloadable visitor guides, maintains regional event listings, runs membership programs for local tourism operators, and facilitates business events, weddings, and leisure tourism through dedicated event sections.

Product overview

Hawke's Bay Tourism operates as a regional destination marketing platform for New Zealand's Hawke's Bay / Te Matau-a-Māui, promoting the region as a Great Wine Capital. The platform encompasses three downloadable visitor guides (Hawke's Bay Visitor Guide, Wine & Food Map, and Trails map), accommodation booking discovery (including Porters Boutique Hotel, Te Mata Lodge, expressotel, Art Deco Masonic Hotel, 415 Marine Parade, and Craggy Range Luxury Accommodation), winery and culinary experiences (Church Road Winery, Mission Estate, Craggy Range Restaurant, Black Barn Vineyards, Smith & Sheth, Elephant Hill, Clearview Estate, Giant Brewery), outdoor activities (Napier City Bike Hire & Tours, Coastal Wine Cycles, Gannet Safaris Overland, Bay Skate, Te Mata Peak, Marine Parade), tours and transport (Frankly Tours, Deco City Discoverer, Hawke's Bay Experiences, Electric Executive Taxis), conference and event venues (Napier Conferences & Events, Napier Municipal Theatre, The Blyth Performing Arts Centre), and cultural attractions (Sea Walls murals, Creative Arts Napier, Havelock North Walking Heritage Trail, Pou Creations). The portfolio positions Hawke's Bay as New Zealand's premier Food and Wine Country destination.

Differentiator

Problem solved

Functional benefit

Products and services

• Hawke's Bay Tourism Membership Program A subscription-based membership program for local tourism operators and businesses (wineries, accommodations, restaurants, tour companies, attractions) providing marketing support, directory listings on hawkesbaynz.com, and network benefits in exchange for membership fees, administered via hawkesbaytourism.nz.
• Hawke's Bay Visitor Guide A comprehensive downloadable PDF visitor guide covering the Hawke's Bay region with maps, attractions, accommodation listings, and travel planning information for prospective visitors.
• Hawke's Bay Wine & Food Map A downloadable PDF map guide highlighting wineries, cellar doors, restaurants, and food producers across Hawke's Bay's wine country regions to help visitors plan food and wine itineraries.
• Hawke's Bay Trails Map A downloadable PDF cycling and walking trail map showcasing Hawke's Bay's Great Rides and recreational trail network for outdoor tourism planning.

Quantifiable outcome

• Seven Hawke's Bay businesses won Best of Wine Tourism Awards 2026, with winners advancing to compete globally in Bordeaux, France
• +2 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Great Wine Capitals of the WorldcoreStrategic or Co-development PartnerHawke's Bay Tourism is a member of the Great Wine Capitals of the World network, which positions Hawke's Bay alongside prestigious wine regions including Bordeaux, Napa Valley, Mendoza, and South Australia. This membership provides global marketing exposure, participation in the Best of Wine Tourism Awards, and network benefits for regional wine and tourism operators.
• Tourism New Zealand - 100% Pure New ZealandcoreGTM or Marketing PartnerHawke's Bay Tourism operates under the national 100% Pure New Zealand campaign, providing international marketing reach and positioning within New Zealand's overall tourism proposition to global travelers.
• New Zealand Cycle Trail - Great RidesminorGTM or Marketing PartnerHawke's Bay Trails are featured as part of the New Zealand Cycle Trail's Great Rides network, promoting Hawke's Bay to cycling tourists and outdoor enthusiasts nationwide.
• Tiaki PromiseminorStrategic or Co-development PartnerHawke's Bay Tourism promotes the Tiaki Promise, New Zealand's national sustainable tourism initiative, encouraging visitors to care for the environment and communities during their stay.
• Hawke's Bay Tourism MemberscoreChannel Partner/ Reseller/ DistributorLocal tourism operators including wineries, accommodations, restaurants, tour companies, and attractions participate in Hawke's Bay Tourism's membership program, gaining access to marketing support, directory listings on hawkesbaynz.com, and network benefits.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Tourism New Zealand: National DMO for New Zealand operating the 100% Pure New Zealand campaign that Hawke's Bay Tourism integrates into. Comparable as a destination marketing organization with broader national scope and substantially larger budget, serving as both a partner and umbrella brand.

Direct peers

• Destination Queenstown: Regional DMO for Queenstown-Lakes District in New Zealand's South Island, directly comparable as a NZ regional destination marketing organization with similar funding model and tourism marketing mandate. Both compete for the NZ regional tourism dollar.
• Hamilton & Waikato Tourism: Regional DMO for Hamilton and Waikato in New Zealand's North Island, directly comparable as a regional destination marketing organization in the same country competing for North Island visitor audiences.
• Visit Napa Valley: Regional DMO for Napa Valley, one of the world's Great Wine Capitals and a direct peer of Hawke's Bay in the Great Wine Capitals global network. Highly comparable as a wine tourism destination marketing organization with similar audience and brand positioning.
• ChristchurchNZ: Regional DMO for Christchurch and Canterbury in New Zealand's South Island, directly comparable as a NZ regional destination marketing organization with similar funding model and tourism marketing mandate.
• Marlborough NZ: Regional DMO for the Marlborough region, New Zealand's largest wine region. Directly comparable as a wine-focused NZ regional DMO competing for wine tourism visitors and operating similar destination marketing program structure.
• Visit Bordeaux: Official tourism organization for Bordeaux, France, fellow Great Wine Capital of the World and direct peer in the Great Wine Capitals network. Comparable as a premium wine tourism destination marketing organization with similar scale and positioning.
• Visit South Australia: State DMO for South Australia, home to Barossa and other major wine regions, and a fellow Great Wine Capital of the World alongside Hawke's Bay. Highly comparable as a wine tourism destination marketing organization with similar wine tourism positioning.
• Destination Rotorua: Regional DMO for Rotorua in New Zealand's North Island, comparable in scope and structure as a NZ regional destination marketing organization promoting cultural, adventure, and nature tourism, competing for the same visitor audiences.

Regional players

• Tourism Tasmania: Regional/state DMO for Tasmania, Australia, comparable in scope and structure as a regional destination marketing organization focused on nature, food, and cultural tourism. Different geography but similar DMO operations and audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/HawkesBayNewZealand
• Facebookfacebook.com/hawkesbaynz
• Instagraminstagram.com/hawkesbaynz
• LinkedInlinkedin.com/company/hawke's-bay-tourism

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hawke's Bay Tourism