Leading Te Utanganui – the Central New Zealand Distribution Hub, cementing our region’s role as the leading hub of distribution and logistics in New Zealand, driving investment and advocating for long term commitment. Te Utanganui has rapidly evolved into one of three key nodes in the national freight network, complementing the Golden Triangle in the North and Christchurch in the South. Today, Te Utanganui is a thriving cluster of coordinated investments, public-private partnerships, and national infrastructure that is shaping New Zealand’s economic future. What sets Te Utanganui apart is its geographic advantage and multimodal capability. Located in Palmerston North, the hub is the only place in Aotearoa where road, rail and air freight modes converge side-by-side, unlocking seamless logistics efficiency. With strong strategic ties to Napier and Wellington ports, Te Utanganui acts as a linchpin connecting domestic and international markets. 

Facilitating the Manawatū Destination Management Plan to sustainably grow visitor activity and value for the benefit of our community, raising the profile of Manawatū and ensuring our region is a vibrant and sustainable place to visit, work, invest and live. As the Regional Tourism Organisation (RTO) for the Manawatū, CEDA leads key programmes of work to support the visitor economy to sustainably grow, and includes areas of work including growing the region’s travel-trade capability and pipeline;  attracting visitors to the region; and development of products and clusters such as The Country Road programme, the Coastal Arts Trail, and the Gardens Festival pilot. With a fast-growing visitor sector in Manawatū, our role is to  maximise relationships and opportunities, drive domestic visitation and deliver high value programmes and support. 

Driving the Manawatū Regional Food Strategy to leverage and enhance the region’s opportunities in the national and global supply chain enabling our region to attract private and public sector investment and partnerships. Articulating the strength of Manawatū’s food and agriculture sector, the strategy gives life to our strategic goal of positioning the region as a world leading agrifood hub. Key initiatives within the strategy include driving inward investment that supportseconomic development and creates jobs, while retaining the necessary skills and talent to highlight the region's strength in food science innovation. The Land Diversification initiative is a key example, providing tools that help farmers and landowners unlock new opportunities and maximise the potential of their land. 

Attracting and retaining talent and skills is a critical enabler of economic growth, and a core focus for CEDA. One of the biggest challenges facing businesses today is finding and keeping the right people with the right skills. We collaborate with industry, education providers, and national partners to align skills with demand, support workforce development, and create clear pathways into high-growth sectors. This includes attracting skilled professionals to Manawatū, helping businesses upskill and retain their teams, and positioning the region as a place where people can thrive both professionally and personally. By connecting people with opportunity and promoting the strengths of our region, we’re helping ensure businesses have the talent they need to grow, now and into the future. 

CEDA plays a central role in building and promoting the brand and profile of Manawatū, positioning the region as a desirable place to live, work, visit, and invest. Through strategic storytelling, national campaigns, media engagement, and partnerships, we highlight the region’s strengths, people, and opportunities. As brand guardians, we manage ManawatuNZ.co.nz – the region’s ‘shop window’ – which targets locals, visitors, potential residents, businesses, and investors. The platform features events, inspiring stories, and an innovative trip planner, providing a valuable marketing tool for the whole region to leverage. CEDA also led the development of a shared regional identity, grounded in research and community insights, to reflect Manawatū’s unique character and ambition. This identity ensures a consistent, compelling voice across all marketing. By promoting a region people want to visit, live in, and invest in, CEDA supports a cycle of economic growth and ensures Manawatū stands out in a competitive landscape.