Whakatāne is firmly on the map as one of New Zealand’s standout tourism success stories, with new figures showing visitor spending in the district is growing faster than almost anywhere else in the country.

The latest Infometrics Quarterly Economic Monitor reveals tourism expenditure in the Whakatāne district rose 6.9 percent in the year to December 2025, climbing to around $171 million, up from $160 million the year before.

That growth far outstrips the national average of 1.1 percent, and the 0.3 percent increase across the Bay of Plenty underscores the district’s growing appeal as a place people actively choose to visit.

Manager tourism and economic development Nicola Burgess said the strong results reflected a year of deliberate investment in events, targeted marketing and memorable experiences that showcase what made Whakatāne special.

“It’s incredibly encouraging to see the Whakatāne district performing so strongly, particularly during what has been a challenging economic period,” Ms Burgess said.

“Our focus on events, targeted domestic marketing, and the return of international visitors is paying off, with more people choosing Whakatāne and spending longer in the district.

“We’re also seeing that reflected in the CBD, where isite visits are up and international visitor spending increased by 24 percent over the six months from August to January, compared with the same period last year.

“Visitors are arriving from a wide range of international markets, including Australia, the United Kingdom, the United States, Europe and Asia.”

Events have played a central role in that growth, bringing people into the district, encouraging longer stays, and delivering real benefits for local accommodation providers, hospitality venues and tourism operators.

“Events don’t just create great experiences – they support local businesses right across the district,” Ms Burgess said.

“They give visitors more reasons to stay longer, explore further and come back again.”

Over the summer months, Ōhope Harbour came alive with the activation of Wharfside quickly becoming a vibrant hub for locals and visitors alike.

Hundreds of people visited Wharfside each day over summer, drawn by activities, food and entertainment.

Visitor feedback was overwhelmingly positive, with many praising the relaxed atmosphere, the range of activities on offer and the stunning harbour setting.

Strong visitor feedback has translated into ongoing demand, with the venue now bookable through to December 2026.

Its new social media channels attracted more than 1000 followers in the first month.

Another milestone was reached over summer with the successful launch of the inaugural Ōhope Festival at Ōhope Beach.

The event attracted more than 1000 attendees, including visitors from Auckland, Waikato and across the Bay of Plenty, highlighting the district’s growing reputation as a destination worth travelling for.

“Seeing such strong attendance at our summer events really reinforces the district’s appeal,” Ms Burgess says.

That momentum has continued, with the events calendar rolling on.

Major events such as the Local Wild Food Festival, Mataatua Kapa Haka Regionals, Jazz in the Park and the Aon Surf Life Saving National Championships at Ōhope Beach, pictured, have drawn thousands of visitors, filling accommodation, cafes and public spaces.

“Across these major events, we welcomed around 20,000 people, with about 70 percent travelling from out of town.

“With strong attendance right across the events season, we’re expecting an even greater economic impact this year than last,” Ms Burgess said.

The growing interest in Whakatāne is also being felt online.

Between December 1, 2025, and February 7, 2026, tourism content across Whakatāne New Zealand’s Meta channels was viewed more than 550,000 times, generating over 5000 clicks through to the Whakatāne tourism website.

Over the same period, whakatāne.com attracted more than 121,000 users researching and planning trips to the district.

Together, the figures tell a clear story, the mix of natural beauty, vibrant events, and welcoming experiences is capturing attention, and turning interest into real economic benefit for the district.