New Zealand’s business events sector has come together to launch Pīata Mai, a national statement of strategic direction outlining a focused vision for the industry over the next decade.
The strategy emphasises storytelling about the sector’s community impacts, its foundational values of people and place, and the economic and legacy benefits of business events.
The 10-year aims and immediate objectives of Pīata Mai include commissioning credible domestic and international spend data, ensuring 95 per cent of the sector has taken action to measure and reduce environmental impact, and supporting the development of an enduring and equitable funding system for the visitor economy.
This initiative, guided by an industry stakeholder group and shaped through extensive consultations, is under the stewardship of the industry body, Business Events Industry Aotearoa (BEIA). It aims to amplify the sector’s positive impact on culture, society, the environment, and the economy through to 2035.
Susan Sawbridge, former head of Major Events New Zealand led the consultation and delivery of the direction.
BEIA chair, Martin Snedden, said that Pīata Mai is a first for New Zealand’s business events sector. “It means ‘to shine bright,’ and symbolises the industry’s readiness to excel domestically and globally, driven by its commitment to resilience and sustainability.
The name was bestowed by New Zealand Māori Tourism, and illuminates the critical role and contributions of business events to communities throughout New Zealand, he added.
Lisa Hopkins, BEIA’s chief executive, added that Pīata Mai aligns with the broader goals of Tourism 2050, a vision set out by Tourism Industry Aotearoa in 2023.
“With increased international and domestic conferences anticipated, it’s timely to emphasise our strategic position and collaborate with our whanau (family) in tourism and hospitality…
“Our vision is a dynamic business events sector with a thriving community, environmental stewardship, and engaged individuals who are recognised for their contributions. Pīata Mai lays the groundwork for any organisation within the business events network to embark on a strategic journey aligned with this vision,” Hopkins concluded.
