Auckland demonstrates a proactive and multifaceted approach to attract and maximise the value of association meetings and conferences
Tãmaki Makaurau Auckland, New Zealand’s economic centre, is poised to solidify its position as a major player in the global conference scene with the forthcoming completion of the New Zealand International Convention Centre (NZICC) come mid-2025.
Ken Pereira, head business events, Auckland Convention Bureau (ACB), shared with TTGmice during Meetings 2024: “We’re not waiting for the building to be in operation to start thinking about strategy, and are already helping NZICC build a strategic pipeline, as a lot of these international bids happen five years out.”
NZICC can cater for up to 4,000 people, including a theatre capacity of 2,850, and will be directly connected to a hotel and the SkyCity entertainment precinct. Aside from the large-scale venue coming online, another 17,000 hotel rooms will be built in the city over the next few years.
Ahead of its opening, the NZICC has already confirmed 11 international conferences, such as the World Indigenous Peoples Conference on Education 2025, with an expected turnout of 3,000 delegates, showcasing New Mãori culture and education sector.
Science will take centrestage at the International Symposium on Microbial Ecology in 2026 for 1,800 delegates, while sustainability and the environment will be forefront for the International Coral Reef Symposium. Both the symposium, and the Federation of Asian and Oceania Pest Managers Associations Conference, are expected to welcome more than 2,500 delegates in 2026.
Other focus sectors include agritech, construction, manufacturing, and F&B, which Pereira described are “big growth driving sectors for the city”. Between 2024 and 2029 as of press time, Auckland has secured 83 association events forecasted to attract 44,000 delegates and deliver approximately NZ$76 million (US$47.9 million) in economic impact.
To align its priority sectors, ACB works closely with Tourism New Zealand.
Pereira elaborated: “We’re working on understanding where opportunities exist for Auckland. We are also conducting some research with Deloitte at the moment, that looks into the city’s economic development priorities to find overlaps where business events can enable Auckland to meet its economic development aspirations.”
Attracting business events is only one piece of the puzzle, as ACB also has to ensure that the events will also foster knowledge exchange and create long-term impact.
“Legacy conversations begin at the bidding stages, during discussions with the local hosts, (where we aim to) understand what their long-term aspirations are, and how we can help achieve them,” he said.
One example Pereira related was the 2035 Agri-Food-Tech Oceania Summit. Held in Auckland last October, the event fostered a vibrant exchange of knowledge between New Zealand and international partners, in particular a large North American delegation.
This two-way learning experience allowed both sides to share expertise in sustainable agriculture and innovative technologies, as well as served as a platform for inter-governmental knowledge exchange among smaller nations across Asia Pacific.
Taking a holistic approach, ACB runs two parallel programmes, the Auckland Advocate Alliance, made up of over 50 advocates such as professors from high-calibre universities; and an international advisory group comprising of key stakeholders that head global event agencies.
Smaller domestic activations, participation at international tradeshows such as IMEX Frankfurt, as well as roadshows in conjunction with Tourism New Zealand are also part of ACB’s outreach.
The bureau also leverages Auckland Airport’s connectivity and relationship with airlines. With around 75 per cent of international travellers entering New Zealand through Auckland, the airport is “at the very forefront of understanding destination impact and conducting activations”.
Pereira reiterated: “Again, it’s about aligning our priorities and market development activities. For associations, we receive many European and North American contingents; we’re actually one of the most connected destinations in this part of the world to North America. China is also another opportunity, but that’s more incentive travel.”
However, he is well aware that beyond the boost from NZICC’s opening, ACB would have to reassess and develop another long-term strategy in a few years.
“That is why the Deloitte research is important, it’ll help us make sure NZICC and the city continues to be relevant and successful, while informing our international bidding strategy,” he stated.
To stay ahead, Auckland embraces innovation with wide-open arms.
“Innovation is something we talk about all the time, and is part of our thought processes.
“We use innovation at our tradeshows like Meetings 2024, such as the creation of an edible chocolate wall, and bringing Jeff (a creation of the team at Weta Workshop and is from Weta Workshop Unleashed, a movie-making tour experience in Auckland’s Sky City precinct) to welcome visitors to our stand,” Pereira said.
