Comvita opens expanded visitor attraction in Bay of Plenty

Global health products company Comvita, is officially opening ‘Experience Comvita’ today, the expanded visitor attraction at its Paengaroa site in the Bay of Plenty.

The purpose built attraction has been developed in a joint venture with tourism company, The Department of Discovery, and has extended the existing Visitor Centre (established in 2003) to a total of 840 sqm.

Comvita Chief Executive Brett Hewlett said: "Based on our experience over the last 10 years, we know that visitors go on to become very loyal customers. This new tourism experience will build Comvita’s brand equity, through increasing our brand recognition with visitors from key markets such as Asia, Europe and Australia."

Mr. Hewlett says, "Aside from taking advantage of the growing recognition of our brand and products in international markets, Experience Comvita will further build brand reputation by engaging the visitor in our unique New Zealand story; how we are being connected to nature, the source of our ingredients and how this connection, combined with research and science, enables people to live more healthy, vibrant lives."

"Experience Comvita is a new tourism destination that takes visitors on a journey of discovery, starting with Tane, the Maori God of the forest and the story of nature’s powerful ingredients, then in a world first tourism experience, visitors will enter a ‘virtual beehive’. In the Wellness Room, visitors see how, as a result of our busy pressured lives and the advance of urbanisation, we’ve become disconnected from nature. A recipe for renewal is offered, one that shows a way to improve our own health and the health of the planet."

Department of Discovery Managing Director, Andrew Te Whaiti says the new attraction will be modelled on the ‘New Tourism’ ethos and will be a tremendous boost for tourism in the Bay of Plenty.

"New Tourism is about engaging with visitors, by tapping into human emotion, sharing history, values, knowledge and a vision for the future. This approach to tourism connects in meaningful and lasting ways with visitors, both international and domestic, as well as with businesses and communities," said Mr. Te Whaiti.

Mr. Hewlett says, "The development of Experience Comvita also signals our commitment to remaining in Paengaroa and continuing to be part of the community, as we have been since Comvita’s inception in 1974.