The path to prosperity has been laid for the region to walk.
Eight industries with the potential to grow jobs and incomes were identified in the Manawatu-Whanganui Growth Study, unveiled in Palmerston North yesterday.
Economic Development Minister Steven Joyce said the report, commissioned by the Ministry of Business, Innovation and Employment and the Ministry for Primary Industries, was "quite sobering in some places" and highlighted that the region had not kept pace with others.
"This is just a report," he said. "It's all about what happens from here.
"For outsiders coming in ... they want to see a single unified region. They don't see the boundaries the way you might see the boundaries internally."
Wanganui mayor Annette Main was pleased tourism and apiculture (manuka honey) opportunities, which she had championed, had been highlighted.
"The challenge is for us is to put it in place," she said.
Business, iwi and community leaders will now develop projects to grow the industries identified and councils in the region have set aside funding to do so.
"While there are eight major projects identified, things like digital capability, particularly ultra fast fibre, are recognised as opportunities for this region right across all those sectors," Ms Main said.
"I want to see us thriving, I want to see freight running out of our town, I want to see that port humming - not necessarily on the water, but humming as an inland port."
Rangitikei mayor Andy Watson was excited by how many of the industries identified fell in Rangitikei.
"Those big headline acts ... if I go down the list, five of them sort of directly impact Rangitikei."
About 20 per cent of Rangitikei is landlocked and Mr Watson said it had huge potential if opened up.
"We already have a fantastic lifestyle, but we need industry," he said. "That gives us greater opportunity to invest in social initiatives as well."
Minister of Maori Development Te Ururoa Flavell said Maori wanted to be included in decision-making.
"We are not here to muck around - we are here to develop this kaupapa."
Southern iwi representative, Sir Mason Durie, said iwi wanted to be involved to ensure any economic development was linked to cultural, social and environmental development.
"We want development that is informed by science and knowledge," he said. "We don't want to see any harm come to the land because of this development."