Efforts are being made to get Northland's economy up to speed with the rest of the country.

Local and central government today launched an economic action plan for the region to generate more jobs.

It'll focus on land and water resources as well as the tourism, manufacturing and transport industries.

Minister of Economic Development Steven Joyce said Northland has a long history of challenges around skills and investment opportunities, so boosting the economy won't be without struggle.

He said it will require collaboration from the private and public sectors.

"I think the strength of this is iwi businesses, global government, central government working together to attract the investment that grows jobs."

Northland Inc CEO David Wilson said when you look at social and socio-economic factors, Northland is at the bottom of the pack, which can't continue.

"In a nutshell, the aspiration is for Northland to be as good, if not as prosperous, as the rest of the country, and not lagging behind."

Wilson said the country needs the regions if it wants to thrive. He said when it comes to producing exports the regions do much better than the cities.

"The country needs the rural regions to succeed. They produce things that we export. We export logs and we import cars, and we need to readdress that balance somewhat."