By Lisa Hopkins,
Cheif Executive
Business Events Industry Aotearoa
Column published on 
Five years ago, almost to the day, New Zealand found itself in an unprecedented moment—our first COVID-19 lockdown. The skies were eerily quiet, birdsong filled the air, and queuing for the supermarket became an unexpected novelty. That two month period left an indelible mark on our industry, and while its echoes remain, it’s our patience, planning, and resilience that propel us forward.
2019 was an exceptional year, a precursor to what was promising to be an exceptional 2020. As such, there has been much discussion comparing what was and what could have been, the number of events, delegate attendance and international arrivals. But perhaps it’s time to shift our focus. Constantly looking backward risks keeping us in a state of woe; instead, we need to lean into the opportunities ahead.
The numbers tell a story
But let's take a moment to look at 2024’s data, which reveals some hard truths. International arrivals for business events sat at just 3% compared to 2023. Given the global economic landscape—a recession and widespread uncertainty—it’s hardly surprising that 2024 didn’t deliver the “rock star” recovery we had once hoped for.
Domestically, spending declined, particularly from the government—a significant 55% drop in the number of business events from the government sector compared to 2023. The impact of cost-cutting measures was felt across the board, but the signs of a shift are emerging. There are early indications that the purse strings may be loosening, and government engagement in business events is showing promising momentum.
A prime example of this was the Prime Minister’s Investment Summit, a gathering of government, ministries, and private sector leaders to explore investment opportunities. The event placed New Zealand’s potential squarely in front of key stakeholders, including a focus on hotel infrastructure investment within the tourism sector. The full prospectus can be found at www.nzte.govt.nz.
Using a business event as a platform to showcase investment opportunities was a smart move. There is no other format which delivers on connections, networking and sharing information. The guest list was impressive, and while the long-term economic outcomes remain to be seen, the level of engagement was strong. One can only hope that some of these high-profile attendees took the opportunity to explore New Zealand beyond the conference room.
Government engagement and India’s potential
There is fresh energy in the government’s approach to business events. Hon. Louise Upston, the newly appointed Minister for Tourism and Hospitality, has hit the ground running, with Business Events already benefiting from her focus. At the time of writing, the Minister is part of the Prime Minister’s delegation to India, a trip that holds enormous potential for our sector.
The Indian incentive travel market is a goldmine of opportunity. However, unlocking its full potential will require strategic shifts— particularly in air connectivity. Direct routes from Mumbai and Delhi are critical, and would be game-changing. Air New Zealand’s announcement that it will team up with Air India to explore a direct route to New Zealand, likely to start in 2028, will significantly enhance New Zealand’s appeal in this high-value market.
Investment in understanding the unique drivers of the Indian market is also key. Incentive travel from India is built on scale, experience, and exclusivity—three factors that, when aligned correctly, place New Zealand as a top-tier destination.
Business Events Boost: A game-changer
Closer to home, the Business Events Boost initiative is already yielding tangible results. It has opened doors for critical conversations and, more importantly, conversions. The increased flexibility within the Conference Assistance Programme, managed by Tourism New Zealand means that New Zealand can now compete more effectively with Australia—something that has not gone unnoticed across the Tasman. Hearing direct feedback that this initiative is making a real impact is a confidence boost for everyone involved.
Conversations with the Minister continue to be constructive, and it’s clear that she understands the power of business events—not just as an economic driver but as a catalyst for innovation, trade, and engagement.
The road to MEETINGS 2025
As we look ahead, MEETINGS 2025 is fast approaching, and Auckland is gearing up to host this incredible industry gathering. There’s something uniquely powerful
about bringing our sector together—ideas are exchanged, partnerships are formed, and the momentum we generate at this event carries us forward long after the final
appointment wraps up.
I, for one, cannot wait. MEETINGS is more than an event—it’s a statement of intent, a showcase of our strength, and a reminder of why business events matter. If
you haven’t already, mark your calendar, this is one event you won’t want to miss.
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