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Auckland Council The Auckland Plan

Direction 2: Attract and retain skills, talent, and investment

​Ara 2: Ki te whakamanea, ki te pupuri i ngā pūkenga, i ngā pūmanawa me ngā haumi

​Auckland is competing globally for investment and talent. This is challenging given talented people are internationally mobile and actively sought after across the world.

The combination of our Māori identity, a young and diverse population, entrepreneurial spirit, Pacific connections and beautiful natural environment, creates a vibrancy and authenticity that Aucklander's value and that attracts people from around the world.

Economically, more and more visitors are good for Auckland. They create prosperity for our region.

However, Aucklanders today no longer regard economic growth alone as a sufficient measure of success. Our challenge is to ensure that the growth in visitor numbers enriches Auckland in other ways too. These include:

  • protecting and improving our environment
  • protecting and improving our unique identity and cultural heritage
  • improving our quality of life.   

We must ensure that the more desirable Auckland becomes as a place to visit, the better it becomes as a place to live and work. (See Destination Auckland 2025 (PDF 8.3MB) for more.)

A creative city rich in arts, culture and events helps to attract people to Auckland and makes them want to stay. This results in a more vibrant city that delivers benefits which can be shared by all Aucklanders. (See Toi Whītiki Arts and Culture Strategic Action Plan for more.)

Growing awareness of Auckland's attractiveness as a dynamic cosmopolitan centre attracts talent, in particular young people with talent, to move and stay here. This will help to off-set the impacts of an ageing workforce.

As well as talent, Auckland needs to attract 'smart' capital, meaning capital that comes with associated skills, knowledge and capability. Access to smart capital helps to break down the barriers to growth that result from our size and distance from important markets.

A diverse, energetic and environmentally aware Auckland will continue to entice creative people with an entrepreneurial spirit who will lead innovation in the years to come.

New Zealand's regulatory settings, international reputation as relatively free from corruption and a good place to do business in, makes Auckland a good option for foreign investment.

However, we need to improve the cost of living, housing affordability, and infrastructure and connectivity – both physical and digital. This will create a better quality of life for existing residents and make Auckland a more internationally attractive business proposition.

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