The head of a Hokitika business association is to drop a bid to change the name of the town to Hokitika Beach, after failing to get support from other residents.
Enterprise Hokitika chair Allen Hurley says many tourists are not aware the town has a beach and changing the name would encourage more visitors.
But he failed to win public support for the move at a public meeting to discuss the idea on Wednesday night.
People don't want the town's name to change but agreed there could be better signage for the beach.
Mr Hurley says he will keep looking for other ways to lift the profile of the beach.