The newly-released Tourism Policy Statement reinforces the importance of business events to New Zealand’s visitor economy and has been welcomed by Business Events Industry Aotearoa (BEIA).
The Tourism Policy Statement (the Statement) sets out what the Government seeks to achieve for tourism, and how it plans to get there over the next decade.
It clarifies priorities, principles and roles for consistent decision-making across the tourism system, establishing a shared direction for tourism growth and clarifying how central government, local government and industry can contribute.
‘Unlocking the value of events and business events’ is one of eight policy objectives outlined in the Statement, highlighting how business events are central to New Zealand’s tourism system.
The Statement notes that “Events and business events are central to a well-functioning tourism system.
“They support year-round visitation, regional dispersal, increased domestic travel, place making and high-value travel. They also create opportunities to showcase New Zealand’s capabilities, creativity and expertise to the world.
“At a local level, events provide opportunities to generate value from key venues such as our stadiums and convention centres, contribute to building vibrant communities, support local jobs and businesses and create lasting benefits for our communities.”
BEIA Chief Executive Lisa Hopkins says the Statement acknowledges “what the sector has long argued: ‘business events generate high-value travel, support knowledge exchange, build investment and trade connections and strengthen off-peak demand.”
The Statement also outlines that a review of the events system is underway to strengthen strategy, coordination and public value.
Lisa Hopkins says: “BEIA is participating in the Events System Review, and we will continue to advocate for business events to be recognised for their specific role in attracting international visitors, supporting off-peak demand, and generating wider benefits for New Zealand businesses and communities.
“We look forward to working with Government, Tourism New Zealand, Regional Tourism Organisations, convention bureaux, venues and industry partners to ensure this recognition is reflected in the implementation of the Statement.”
Tourism Policy Statement: https://www.mbie.govt.nz/immigration-and-tourism/tourism/new-zealands-tourism-policy-statement
Posted by Jasmine Deacon on June 25, 2026
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