New Zealand’s business events sector is well-positioned for growth, fuelled by funding boosts, the soon-to-open New Zealand International Convention Centre (NZICC) in early 2026, and unique cultural and experiential appeal.
Penelope Ryan, global manager for Business Events at Tourism New Zealand, told TTGmice at IMEX Frankfurt 2025 that the “NZ$3 million boost (US$1.8 million) was an amazing opportunity, because it meant that we had more funds to put towards bids”.
The fund’s immediate impact is evident, with Ryan sharing that they are targeting 110 bids for FY25, which ends in July 2025. “This is 20 more bids than we had previously. We’re also maintaining a win rate of around 60 to 65 per cent, which is great.”
Adding to this momentum is the long-awaited opening of the NZICC in Auckland, scheduled for February 2026, which Ryan pointed out will “give us the ability to cater for larger conferences up to 4,000 people, which is significantly more than what we’ve been able to cater”.
But while functional purpose-built venues like NZICC, Takina Wellington Convention and Exhibition Centre, and Te Pae Christchurch Convention Centre are important, New Zealand’s appeal lies in its “softer elements”, she emphasised.
For example, Māori culture is well integrated into event design, offering delegates an authentic and enriching experience beyond mere entertainment.
Moreover, exhibiting at the Tourism New Zealand stand at IMEX Frankfurt for the first time this year Hobbiton Movie Set Tours, which brought with them a full-scale Hobbit Hole exhibit hobbit door, complete with a living room and real garden set-up.
The attraction’s general manager of tourism, Shayne Forrest, told TTGmice that business events currently constitutes “five per cent” of its business, and he believes there is “so much more room to grow, which is why we’re here this year”.
New Zealand is also leveraging its strong industry innovation and academic community in sectors like agriculture, geothermal energy, and medical sciences to create relevant and engaging business events.
“The country excels in providing experiential learning opportunities, allowing delegates to connect with their subject matter through hands-on experiences. For instance, delegates attending a conference in Auckland can easily take a day trip to Hamilton to experience agricultural practices first-hand,” Ryan elaborated.
When asked about how Tourism New Zealand is aiming to attract more business events from Asia, Ryan shared that the focus is on in-market engagement and education to showcase New Zealand’s business event ecosystem, as “Asia is a key market we are actively working to develop”.
One aspect of attracting the Asian market involves easing visa processing for delegates from several countries, which is an area currently being worked on by Business Events Industry Aotearoa.
