By Lisa Hopkins,
Cheif Executive
Business Events Industry Aotearoa
Column published on 
Prime Minister Christopher Luxon and Minister for Tourism and Hospitality Louise Upston's recent announcement of a $50 million investment in major events has received tremendous enthusiasm across the events sector.
With the New Zealand International Convention Centre as the backdrop, the announcement carried all the theatre of what’s to come; $40 million to secure high impact events for New Zealand, plus $10 million to grow creative, cultural and sporting events in 2026. A further $20 million will support regional marketing campaigns and tourism infrastructure.
However, the business events sector was not included in the package, and that doesn’t mean we should shrug our shoulders.
Quite the opposite.
I think this presents us with an opportunity as we ask ourselves how business events can leverage this investment, how we position ourselves to ensure downstream benefits flow into our sector, and who should be taking a hard look at this.
There’s no denying the power of major events to transform a city or a country. When Coldplay plays to packed stadiums, when the All Blacks host a major test series, or when motorsport engines roar, the city feels different, buzzy, vibrant, and global. Beyond the atmosphere, the economic and social impacts are undeniable, with new jobs created, hotels full, hospitality humming, and
New Zealand's reputation as an incredible destination on full display.
Having lived in Singapore for a decade, I saw firsthand how the Singapore Grand Prix did this. Since its inaugural race in 2008, international visitors have spent more than NZ$2.6 billion attending the event. Each year it draws more than 300,000 spectators, 40% from overseas, creating employment for some 30,000 workers and delivering positive RevPar for hotels.
But there’s another layer, less visible but no less powerful, the downstream business events economy. In 2022 alone, Singapore hosted 25 business events around the race, attracting 90,000 delegates. Companies used the global spotlight to host conferences, incentives, and client recognition programmes. The Grand Prix became not just an entertainment spectacle, but a platform for business.
Singapore isn’t alone. Other countries have turned mega-events into business event catalysts:
- Brazil: Following the 2014 FIFA World Cup and the 2016 Summer Olympics, Brazil experienced a surge in international conferences. São Paulo and Rio de Janeiro leveraged new infrastructure and heightened visibility to attract global meetings, embedding long-term benefits beyond the closing ceremonies.
- Australia: The Australian Open and the Australian Grand Prix in Melbourne have long been magnets for corporate hospitality and incentives. Businesses use these events to reward staff and entertain clients, layering business activity onto world-class sporting events in a city designed for such spectacles.
Each example shows that the return on investment in major events is not limited to ticket sales or broadcast rights, it is multiplied when aligned with business events.
So how should New Zealand respond?
Firstly, by recognising that while business events may not be explicitly funded under this package, we can and should ride the coattails of the major events bubble. Every major event has sponsors, production partners, media allies and affiliates. These are organisations already investing significant sums. Why not ask: as a major sponsor or partner, have you considered hosting your meeting, incentive or conference in New Zealand at the same time?
Secondly, we should proactively position business events as a complementary value proposition for governments and councils. The $20 million for regional marketing and
tourism infrastructure can and should also benefit business events. Improved venues, transport and destination branding strengthen regional competitiveness, especially
domestically, as regions chase down the all important domestic dollar.
Finally, we need to measure and tell the story. By tracking business activity linked to major events, such as delegate numbers and spend, we can demonstrate tangible returns and make a stronger case for inclusion in future policy.
The Major Events Boost is undeniably good news and signals a powerful opportunity for New Zealand to shine on the global stage. However, its true potential will only be realised if we think beyond the stadium lights and work together to connect these major moments with business events. Offshore, we’ve seen the playbook; major events can spark business events when the sector is organised, proactive and aligned with partners.
This isn’t a task for one organisation alone, it’s a chance for our sector to think differently, think broadly and create something with purpose. The question is not just who will lead this, but how we can collectively leverage it. I’d love to hear your thoughts and ideas on how we make it happen, together.
Countdown to conference
Auckland is the place to be in the week of 24 November, with a powerhouse line-up of events.
On 25 November, the Business Events Expo takes centre stage at the Viaduct Event Centre. The following night, glam up for the inaugural Bizzies at the Cordis, a celebration of the people and achievements that make our sector exceptional.
Bridging both these events, from 26-27 November is the BEIA Conference, also at the Cordis, featuring an outstanding programme of speakers and perspectives
from across the business events spectrum.
Stay tuned as we release the full programme, it promises exciting announcements, vital updates, inspiring content and, of course, the BEIA Annual General Meeting. We can’t wait to see you there.
Ngā mihi nui,
Lisa Hopkins
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