It’s crunch time for the Waitaki Tourism Association, as its future viability is questioned.

The association committee, which has only four members, has reached a pivotal moment since its inception in 2005, and is looking for feedback as to whether it should continue, WTA secretary and Waitaki Whitestone Geopark manager Lisa Heinz said.

A “heartfelt message” to members and the broader tourism business community has acknowledged the challenges faced in the past year, especially difficulties in maintaining engagement and delivering value for money.

“The small committee . . . has worked for over a year to find solutions to reinvigorate the association,” she said in a statement.

The other committee members are Nancey Du (Bella Vista Oamaru), Carolyn Lewis (Whitestone City/Visitor Information), and Craig Sturgess (Old School Enfield).

Despite its best efforts, the committee acknowledges the association has struggled to effectively represent and support its members, leading to the decision not to invoice for membership fees this year.

The committee is now asking members and local businesses whether the WTA still serves a purpose and remains relevant in the current landscape. 

It is seeking input from those in the industry to determine what steps the association takes next.

By November 24, the WTA wants to hear via email whether it is still an important part of the Waitaki tourism landscape, in which case it urges its members and other local businesses to play an active role in its rejuvenation, Lisa said.

“The call to action includes stepping up, becoming involved in the committee, and collaborating to reshape the WTA into an organisation that authentically represents and supports the interests of its members.”

The second option is to wind-down the group.

At its inception, the association had a number of objectives, some of which included: representing and supporting all tourism industry operators in the Waitaki District, encouraging development and improvement of facilities and services for tourists, reporting and raising members’ issues and liaising with Tourism Waitaki and Waitaki District Council to address them.