Unity and collaboration across the industry

By Lisa Hopkins, 
Cheif Executive 
Business Events Industry Aotearoa

Column published on

A little over a year ago, Martin Sirk, an international business events expert and consultant, shared his insights with BEIA members, industry influencers, and business leaders on the state of New Zealand’s business events sector. During an interview with Grant Bradley, deputy editor for Business at the New Zealand Herald, Martin expressed his optimism about New Zealand’s prospects in the global business events (BE) market, noting that the country was at an exciting point in its journey. He believed that New Zealand had the potential to compete for a share of the highly competitive global BE market, which is valued at $2.7 trillion.

However, Martin also issued a word of caution. He emphasised that this opportunity had a limited window, perhaps five years, as New Zealand continued to develop and promote new infrastructure, 
including convention centres, international hotel investments, airport upgrades, and other foundational developments. To ensure the long-term success of New Zealand’s business events sector, Martin advised the country could not simply rely on these infrastructure advancements alone, but also place focus on content and storytelling. It must be authentic, not a superficial approach to merely draw an audience.

These ideas underscore the need for a more comprehensive, ‘whole of industry’ direction. This approach, when aligned with Pīata Mai - the National Business Events Strategic Direction, will ensure a more enduring and successful sector. It's a call for unity and collaboration across the industry.

Funding and promotion

Firstly, we need to consider funding and promotion. It’s not enough to attract events that contribute only economically; they should also deliver positive social impacts as a standard. This is not just a goal, but a responsibility we all share. Levers, such as subvention, are a standard approach, and widely used. While subvention funding has its critics, it’s essential to recognise that Australia, our largest and closest competitor, is investing heavily in this space. Both countries share the challenge of geographic distance from major markets. Therefore, it is crucial to level the playing field and offer inducements that make New Zealand an attractive option for international business delegates.

Focus on incentives

Secondly, there is a focus on incentive events, which New Zealand needs to embrace more fully by genuinely understanding this sector. Large corporate organisations often host incentive events 
to reward exceptional performance or encourage behavioural change. These events are typically high-value, with participants expecting unique, bespoke experiences. There is a significant opportunity for growth in this market, and New Zealand is an exceptional incentive destination.

Importance of domestic market

Thirdly, with much talk about international business, we shouldn’t forget the importance of the domestic market. Domestic business events account for around 70 per cent of all events held in New 
Zealand, and this market proved its resilience during the Covid-19 pandemic. However, the domestic market needs continued support and engagement, especially as international economic stability remains a concern. A stable domestic economy will impact the market more quickly than the global rebound.

Success in these areas requires a united effort from all stakeholders within the sector. This includes collaboration between the government at national and local levels, Tourism New Zealand, and industry. Each must work in harmony to create a thriving ecosystem that supports business events in the long term. Each can also contribute to the creation of an event which is exceptional 
and compelling.

Tourism New Zealand's approach to increasing off-peak and mid-week international visitation aligns perfectly with the typical characteristics of business events. Additionally, the Pīata Mai framework provides a structured approach for businesses within industry to incorporate these strategies into their own plans.

BEIA is engaging with the Minister for Tourism, Hon. Matt Doocey, and has shared recent announcements from Australia, demonstrating the significant investments and inducements our closest 
competitor uses to revitalise its business events sector. However, a different approach is needed for the domestic market – one that is more direct and inclusive. Events like MEETINGS and regional initiatives throughout the year are vital to sustaining engagement and creating opportunities for growth within the local market.

This is a big conversation, and I am looking forward to having it when the industry gathers for conference in Taranaki in November.

Feedback has been particularly strong following the recent opinion piece in The Post, after comments made by Prime Minister Luxon at the Local Government New Zealand conference. It is important to understand that the Prime Minister’s remarks were not specifically targeting the business events sector or the recently opened Tākina Convention Centre. This was reiterated in a recent discussion with Minister Doocey.

However, there is still work to be done to educate policymakers about the significant role the business events sector can play in New Zealand’s economy and society. 
Minister Doocey is joining us at the BEIA conference and has agreed to a conversation on various issues. Given this will be the Minister’s first interaction with industry 
in the room, it will be a great opportunity to show the manaakitanga our industry is famous for.

With the right approach, New Zealand can solidify its position as a key player in this lucrative industry. For now, the conversation continues, and I’m looking forward to doing that at conference. I hope you can join us.

Posted by Tomahawk Support on September 30, 2024