There is a vacancy at the helm of Wanaka’s regional tourism marketing agency after the resignation of Lake Wanaka Tourism (LWT) general manager James Helmore.

James’ last day of work at LWT was July 24, after 11 and a half years in the role.

“When I first started, Wanaka was a popular holiday spot for the domestic market but it was pretty unknown to everyone else. There were very strong community values - still evident today - but its identity for visitors wasn’t clear,” he told the Wanaka App.

James recalls being asked in his job interview what were the priorities for Wanaka tourism.

He talked of the need to establish a clear identity for the Wanaka region, distinct from that of Queenstown.

“The brand identity has been through a few evolutions since then, it’s changed and evolved as the visitor markets have. But that has remained the cornerstone.”

James Helmore PHOTO: Supplied

Wanaka’s identity was as a place of active outdoor adventure seekers who have a guardianship ethos for the landscape, and a care and respect in the community, he said.

“It’s a very genuine and authentic place and that has driven a very strong visitor experience,” he said. “You’ve got a place with really tangible things - spectacular beauty and the like, but it comes down to the people.”

James said watching the businesses established by those adventure seekers flourish, as the founders stayed true to their values, has been “really awesome”, as has watching other businesses develop and grow.

“One thing I’ve realised, as I’ve reflected, is it’s been a huge privilege to represent the Wanaka region and represent the Wanaka businesses,” he said. 

“What we have to offer is a level of activities and amenities that are truly world-class, and that’s what our community has benefitted from.”

And while the questions about the future of tourism are now best directed to the LWT, James is watching the development of regenerative tourism with interest.

“Regeneration is about making sure tourism is giving back. It’s got sustainability right at the heart of it,” he said.

James is now looking forward to “a breather”, and enjoying the things our region has to offer, such as connecting with the natural environment.

“I’m going to be searching for something that brings me joy, that I'm passionate about and where I can make a difference. I don’t know what that is as of yet,” he said.

LWT chair Mat Woods said James had resigned “in order to pursue other opportunities in governance and management”, and confirmed that LWT would be appointing a new general manager.

Mat said James has been a valued manager of LWT. “The Board takes this opportunity to thank him for his contribution and service. They wish him well for the future.

“James has expressed his gratitude to staff and to members for all their support and asked the Board to pass this on.”

LWT was granted $700,000 from the government last week to support the tourism industry’s recovery.

LWT media advisor Gizelle Regan said the funding will be used to assist with domestic marketing, industry capability building, and destination management.