By Lisa Hopkins,
Cheif Executive
Business Events Industry Aotearoa
Column published on 
Business and major events are an essential ingredient for any modern city. They provide a platform for distributing economic investment, contributing to society's social fabric, and delivering measured visitor numbers.
We find ourselves at a place where several local councils are considering the importance of tourism and events and considering what investment they will make in the future. Why are some local councils suddenly uncomfortable with the idea of investing in the events sector?
Warren Buffet once said, “Someone is sitting in the shade today because someone planted a tree a long time ago.” Likewise, New Zealand has invested years in building strong capability in the sector and measurable return on investment. This can be seen in the development of the convention bureaux, who play a vital role in promoting, marketing, and developing business for their region to domestic and international buyers. Following the pandemic, that investment enabled the sector to experience a period of rebuilding and a resurgence in the desire to host and hold events.
However, the absence of continued investment and a steady stream of future events could result in the industry losing business and talented events professionals who may seek opportunities abroad. This could potentially lead to a depletion of our vibrant social fabric, a fabric that is enriched by the interactions and experiences these events bring.
Before the Covid era, the business events sector in New Zealand was valued at an impressive $1.3 billion, a significant part of the global $2.7 trillion business events market. This sector is also a key component of New Zealand's latest tourism expenditure data, which stands at $37.7 billion. As the final developed country to introduce a suite of new, sustainable convention centres, we are setting standards that place our nation in the global spotlight, attracting unparalleled attention.
The economic benefits of business events are not just theoretical, they are real and measurable. Business events attendees, on average, spend 2.5 times more per day than leisure tourists. They fill hotels and restaurants, boost retail shopping, and stimulate participation in tourism activities, often during off-peak periods. This consistent spending generates revenue and employment, contributing to the overall economic well-being of a destination. Like major events, business events also enhance the reputation of a destination, attracting future visitation and investment.
Beyond the economic impacts, business events are critical in strengthening communities and connecting people. They provide platforms for knowledge-sharing, innovation and collaboration – bringing together diverse groups to tackle shared challenges. They instill national pride and identity when hosting conferences or visitors of significance, such as medical conferences through to women in sport. They leave lasting infrastructure and amenities that benefit communities long after the event has ended, like convention centres, restaurants and new hotels.
We know that events are powerful tools for place-making, transforming and animating spaces in ways that make them more vibrant, livable, safer, and attractive to residents and visitors alike.
Balancing the need to run a region in a fiscally challenging environment is difficult; however, for those regions grappling with where to place their investment, they must consider capitalising in the area where investment has already been made. Reducing it now would, in the long run, cost more to re-establish.
In April, ChristchurchNZ released an excellent press release as the city prepared to welcome over 8,200 delegates to Te Pae Christchurch Convention Centre in May. Te Pae is a large employer and supporter of 222 partners who provide goods and services to the facility, 85% of which come from the local area.
Additionally, Venues Ōtautahi predicted 29,000 people would visit their venues at one of 22 business events they also hosted in May, which would also extend to smaller businesses who rely on servicing the facilities for their livelihood. Christchurch hotels are seeing an increase in occupancy.
These events resulted from excellent work by ChristchurchNZ, the venues and others who secured them for the city. Christchurch is just one example happening right across the motu, and is not limited to the metro cities with large conference space. An increase in interest of regional destinations is seeing both domestic and international
conferences heading to Napier, Dunedin, Rotorua and Hamilton, amongst others.
The solution is not to restrict business events investment but to take a more strategic, sustainable approach. This means working closely with convention bureaux, economic development organisations, Tourism New Zealand and BEIA on events that align with a destination's unique strengths and long-term vision. It means taking a holistic view of the multiple returns these events can deliver - economic, social and place-based.
The beauty of business events investment is that it can be carefully managed and held accountable with a genuine, measurable ROI.
The business events sector has shown its resilience and adaptability throughout the pandemic. As an industry, we pioneered new and safe ways of meeting. We changed
to suit the fiscal and social environment of the day. We emerged from the crisis and were among the first in the world to showcase new infrastructure.
Where there are fiscal challenges, this sector can support and do what we do so well: bringing people together face-to-face to solve the issue. The role of convention bureaux and the role of business events has never been more relevant or important.
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