Rotorua is positioning itself as a prime destination for incentive groups and medium-sized association conferences, capitalising on the destination’s blend of indigenous culture and myriad experiences to create all-round experiences for delegates.

At the Meetings 2024 tradeshow organised by Business Events Industry Aotearoa in June 2024, Andrew Wilson, CEO of RotoruaNZ, told TTGmice: “Incentives are a big focus for us, and it is a sector we’ve got lots of opportunity to grow.”

Previously, Wilson shared, tourism operators lacked the understanding of how to operate effectively and capitalise on the incentive market. But there has been a significant increase in those who now grasp its potential, and RotoruaNZ is eager to engage with these operators to provide support and a tailored strategy.

Aside from incentives, hosting medium-sized association conferences, in the areas of indigenous culture, medical and well-being, and forestry, is Rotorua’s other business events strength. A sweet spot – in terms of the number of people Rotorua can comfortably handle without overloading its hotel capacity – are groups of between 500 to 1,500 delegates.

In June this year, the city was thrilled to host Meetings 2024, as it was one of the first major tourism conferences post-Covid. Next year, Rotorua will be hosting Trenz 2025.

“The whole city turns on whenever there’s an event. Many of our businesses will get behind a major event, and operators work closely together,” Wilson said.

Debbie Robertson, the general manager of Wai Ariki Hot Springs and Spa, agreed: “If we can collectively showcase our city in a positive light, and extend our manaaki (respect and hospitality) to the world, overall, Rotorua wins. It is never about the individual tourism operators.”

Located on the shores of Lake Rotorua, the Māori owned-and-operated spa and bathing facility is eager to play its part in welcoming business events to the destination. Wai Ariki Hot Springs and Spa is built on the legacy of Ngāti Whakaue (the local Māori tribe) culture, healing practices and manaakitanga (hospitality and generosity).

“Delegates can indulge in a two-hour-long Restorative Journey, or opt for a facial or massage in our Sanctuary, to relax their body, mind, and soul post-event. We are open to hosting corporate buyouts, or we can welcome guests at stipulated slots during the day,” Robertson shared.

The Restorative Journey comprises saunas, soaking in geothermal pools, ice plunges, a slathering of mud on the body, and a steam room.

Additionally, Wai Ariki Hot Springs and Spa can host corporate events on-site. The Sanctuary can hold up to 40 pax, while the Restorative Journey concourse is good for 150 pax. Both spaces can be combined to accommodate around 200 pax.

For example, on February 28, 2024, Wai Ariki Hot Springs and Spa hosted 80 indigenous women from around the world attending the Indigenous Women in Industry Summit.

Another tourism operator, Rotorua Canopy Tours, has been around since 2012, but it was on in the last few years that the company “became a lot more flexible”, its commercial manager, Eloise Roxburgh, told TTGmice.

Rotorua Canopy Tours offers two tours of varying lengths and abilities, with multiple tour departures during the day. Both showcase the native New Zealand forest, where guests learn about the area’s flora and fauna while hiking, ziplining through the forest, and crossing swing bridges,.

“(Planners) don’t think that we can take big groups, but we definitely can take on larger groups with ample notice. We’ve adapted and adjusted to be incentive-ready over the last few years, but as a young company, our marketing hasn’t really gone beyond outside of New Zealand or Australia,” she explained.

One of the solutions, noted Roxburgh, was to join Tourism New Zealand on various tradeshows overseas, as the attraction has “definitely a lot of room to grow”.

Further afield, located around an hour’s drive away from Rotorua, The Hobbiton Movie Set is one of the region’s drawcard tourism attractions that could be added on as a pre- or post-meeting.

Ellis Paterson, Hobbiton’s function & event coordinator, told TTGmice that corporate meetings and incentive groups will be the attraction’s focus for this year and the next.

“Many people think we’re just doors on a hillside and run guided tours based on Lord of the Rings and The Hobbit trilogies, but we have numerous meeting venues onsite. There’s the 1,600m² The Hub good for up to 130 theatre-style or the Millhouse which can hold up to 50 cocktail-style, to larger venues such as the Green Dragon Inn, or Party Marquee (both can hold 350 cocktail-style each),” shared Paterson.

From April 2023 to March 2024, Paterson noted that Hobbiton hosted 34 business events in total, up from 26 year-on-year. The aim for this fiscal year is 50.

“We’re in a good location, an hour from Hamilton, Tauranga, and Rotorua – where the bigger conferences are held – and two hours from Auckland. Hobbiton works as a pre- or post-tour activity, or planners can consider a memorable evening dinner experience,” he added.

Similarly to Hobbiton, Rotorua also “markets itself out of Auckland” as an add-on destination, as one of the challenges is the lack of an international airport, noted Wilson.

But with the New Zealand International Convention Centre opening in Auckland in 2025, he opined that the trickle-down benefits will be beneficial both for Rotorua and its surrounding regions.

“Overall, the feedback from the buyers (at Meetings 2024) has been incredibly positive, as they now realise how much the city has to offer. We’ve seen so much reinvestment over the last couple of years from the government and private level, so I’m feeling optimistic what the next few years will hold in store for us,” said Wilson.