A recent survey on the regional tourism brand Tairāwhiti Gisborne – The First Light attracted 193 responses, offering valuable insights to guide the brand’s future and strengthen the region’s positioning as a must-see destination.
Participants gave feedback on brand awareness, representation of the region’s unique culture and attractions, comparisons to other tourism brands, integration with local businesses and overall satisfaction. Many respondents described the brand’s design as effective and to the point, while others saw room for improvement in reflecting the diversity of the culture, people and activities in Tairāwhiti.
Rotorua, Hawkes Bay, and Taranaki stood out as strong tourism brands in the survey, each reflecting key features of their respective regions. Respondents liked Rotorua's iconic geyser imagery and nod to the region’s rich Māori heritage. Taranaki impressed with its bold portrayal of Mt. Taranaki, while Hawkes Bay was favoured for its clean design, highlighting the region’s celebrated food and wine culture.
This survey was conducted as part of a broader brand audit linked to the Destination Management Plan, which aims to refine Tairāwhiti Gisborne’s identity and tone of voice.
These findings represent a significant step toward developing a tourism brand that authentically represents Tairāwhiti, resonating with visitors and locals while enhancing the region’s appeal on domestic and international stages.