Pāpāmoa’s local business network is stepping into a new era, with a rebrand aimed at better reflecting the fast-growing coastal community.

Alongside the expansion of Pāpāmoa Plaza, the area’s business community is evolving, with Pāpāmoa Unlimited recently rebranding to Visit Pāpāmoa to better connect with residents and visitors.

Visit Pāpāmoa chairwoman Leah Sutton said the move is designed to highlight Tauranga’s largest suburb as both a destination and a place to belong.

“Visit Pāpāmoa is more consumer-focused,” Sutton said. “We just had a re-look at it and what people are actually wanting, and we just feel like Visit Pāpāmoa made more sense.”

Visit Pāpāmoa events and marketing manager Raegen Tyrer said the new name reflected a broader vision.

“We’re wanting to celebrate Pāpāmoa as a destination – a place to come, a place to live,” she said. “It’s about highlighting all the amazing businesses, people and experiences we’ve got here.”

The organisation represents a core area around Pāpāmoa Plaza, stretching to the beachfront and includes key businesses and organisations – Pāpāmoa Surf Life Saving Club is a member – but there are long-term plans to expand its reach further along the coast.

“We’d love to bring in more of Pāpāmoa over time, so we can support the whole community rather than just one pocket,” Tyrer said.

A key part of the rebrand is a strong focus on events that bring people together.

Visit Pāpāmoa has four flagship events planned for 2026.

A previous Pāpāmoa polar plunge. Photo / Supplied

Winter’s boldest beach tradition returns with the Pāpāmoa Polar Plunge on June 21, followed by Matariki Light up the Waterways on July 10 and Halloween Walk the Waterways on October 31.

The Pāpāmoa Santa Parade with the theme of “Christmas around the World” will roll through town on November 29.

Tyrer said the events are designed to be inclusive, family-friendly and accessible.

“It’s about creating safe experiences that foster connection,” she said. “Events like Matariki and Halloween Walk the Waterways are a great example of that, providing a safe and welcoming environment for families to come together.”

Matariki Light up the Waterways is a popular event in Pāpāmoa. Photo / Supplied

The Pāpāmoa Polar Plunge will once again have brave participants taking a midwinter dip. Registrations are open via Facebook Event link, with an optional koha (donation) giving participants the chance to support Pāpāmoa Surf Lifesaving Club and the vital role it plays in keeping the community safe.

Meanwhile, organisers are exploring ways to manage growing crowds at Matariki Light up the Waterways, which previously had attracted about 40,000 attendees.

The move to a free ticketing system is less about controlling numbers and more about caring for the space and the people in it; reducing congestion, looking after the waterways, and ensuring everyone enjoys the event safely.

“Keeping the event free and accessible is important to us, ticketing simply helps give us a clearer picture of numbers for safety and planning,” Tyrer said.

Pāpāmoa Santa Parade in 2024. Photo / Supplied

The Santa Parade at the end of the year will celebrate the diversity of the community, with a “Christmas around the World” theme encouraging creative participation.

Behind the scenes, Tyrer said the organisation operates much like other mainstreet organisations, working closely with local businesses, council and the wider community.

“It’s very much a community-driven effort,” she said. “We’re all working together to showcase what Pāpāmoa has to offer.”