Late last year , Prime Minister John Key , who was also the Tourism Minister , resigned , in a move that took many by surprise . Paula Bennett , the then Associate Minister of Tourism , was appointed Deputy Prime Minister and took on the Tourism portfolio , a move supported by Tourism New Zealand .
“ We are pleased that the Tourism portfolio remains in high-ranking position , reflecting its importance to the New Zealand economy ,” says Lisa Gardiner , manager business events and premium , Tourism New Zealand .
In December 2016 Tourism New Zealand ’ s four-year strategy was signed off , guiding its decisions and investments for the next four years . It sets out three priorities for Tourism New Zealand – to sustain value growth year-round , throughout New Zealand ; to strategically manage its markets and sectors ; and work with industry to improve experiences for visitors and Kiwis .
“ The strategy builds on the success we have achieved over the past four years but focuses our activity even more on key areas where Tourism New Zealand can deliver value , including the lucrative international business events sector ,” says Gardiner .
“ New Zealand is an attractive business event destination and we are seeing ongoing growth in international conference organisers wanting to host their events here .
“ Last year was our most successful year to date . We had some significant successes including a record breaking number of conference bids that exceeded our targets .”
The 2015 / 16 target of 60 conference bids was exceeded , with 71 bids and a 72 per cent success rate . A new target of 80 bids for the 2016 / 17 year was set , with over 25 events already confirmed since June which are expected to bring 12,800 delegates to New Zealand . The significant Amway China deal was also secured , bringing 10,000 of its salespeople to Queenstown in 2018 . This is set to bring to be worth an estimated NZ $ 50 million .
“ With new major conference centres coming on board in Auckland , Wellington and Christchurch we are focused on attracting and securing events to be held at these world class facilities as they start to operate over the next few years ,” says Gardiner .
“ Plus it ’ s now easier than ever to visit thanks to more direct flights and increased flight capacity – a short flight from
Australia and just one sleep away from further afield . A trip across the Tasman is easy thanks to excellent air access , with direct flights to New Zealand from Sydney , Melbourne , Brisbane , the Gold Coast , Perth , Adelaide , Cairns and new direct route from Canberra .”
The direct route between Wellington , Canberra and Singapore kicked off in September last year , with Tourism New Zealand inviting 10 Canberra-based association buyers to travel on the new route . The new service is the first direct link between Canberra and New Zealand , and is expected to open opportunities for additional events business between the two Australasian capitals , particularly from the association and government sectors .
“ This new direct access , when coupled with strategic funding and marketing support positions Wellington as a very viable option for Canberra ’ s conference organisers ,” says Gardiner .
Jessica Beyeler , business events & partnerships manager at Wellington Regional Economic Development Agency , is also excited about the opportunities the new route opens within association and public sectors .
14 Convention & Incentive Marketing , Issue 1 , 2017 www . cimmagazine . com