FAM trips for Asian buyers, in particular those from China, to New Zealand’s emerging region for international MICE – Hamilton & Waikato – are paying off.
Kiri Goulter, chief executive, Hamilton & Waikato Tourism, said: “Several groups of event organisers from China and South-east Asia have visited the Hamilton & Waikato region during the past two years and we expect to see business from these visits starting to come through in the next 12 months.”
There were 15 buyers from China in 2012/13, increasing to 18 in 2013/14. Ten buyers from Malaysia, nine from Indonesia and five from Thailand also participated in fam trips in 2012/13.
Apart from China buyers in 2013/14, four buyers from Thailand also visited the region.
For 2014/15 to-date, 10 buyers from Japan and seven from South and South-east Asia have participated in the fam trips.
Goulter noted the Hamilton & Waikato region is popular with Asian leisure and business travellers due to its central North Island location and proximity to Auckland and Rotorua.
Unique attractions in the region include the Hobbiton Movie Set and Waitomo Glowworm Caves and world-class conference and event venues like Claudelands Conference and Exhibition Centre and Mystery Creek Events Centre.
Goulter added: “We are seeing particular interest from incentive groups and association conferences. In the corporate sector, the Hamilton & Waikato region is a research hub and business centre for New Zealand’s agricultural, equine, technology and innovation, and aviation industries.
“The region hosts the annual NZ National Fieldays, the largest agricultural expo in the Southern Hemisphere, which attracts delegates from all over the world including Asia.”
According to Lynn Briggs, manager, Hamilton & Waikato Tourism Convention Bureau, the number of Asian delegates attending the event increased to 96 in 2014 from 29 in 2013.
Offering 10,000m2 of indoor and outdoor exhibition space, Claudelands can accommodate more than 1,200 pax. In addition, the Arena auditorium can accommodate up to 6,000 pax and seat 1,400 pax for banquet events.
