Securing business events are important for Auckland

In the 2021/22 financial year Tāmaki Makaurau Auckland won 102 business events, which are expected to inject $75.5m million into the region’s economy in the coming years.

Auckland Convention Bureau (ACB) is a specialist unit within Tātaki Auckland Unlimited with the objective of driving the growth of Auckland’s world-class business events sector.

Head of ACB, Ken Pereira, says the wins demonstrate Tāmaki Makaurau Auckland’s global profile as a business events destination, and the work that goes into securing world-class events for the region.

“Our team has worked incredibly hard to research new opportunities, bid for international conferences, and secure business events for Auckland,” Pereira says.

“In the past financial year, we supported 305 potential opportunities for events to be held here between now and 2028. If successfully brought to Auckland, these events are expected to generate a total economic impact value of just over $140 million and more than 300,000 visitor nights.”

Business events deliver high value visitors to the region. On average, an international delegate will spend just over $2,000, a domestic delegate a little over $1,000 and a local delegate $600.

“The business events sector is an important stimulus for Auckland’s economy,” Pereira says. “Delegates need to eat and sleep somewhere plus they love to explore the region they visit so our hospitality and accommodation sectors and transport, retail and tourism operators are all benefiting.”

In the past year, ACB recorded a total of 1,794 referrals to Auckland industry partners, up 18% on the previous year.

“Auckland’s appeal for event organisers relies not only on its events infrastructure, but its manaakitanga (our unique welcome for visitors) and the range of attractions and activities it has to offer.

“Beyond the economic benefits for the region, these events also provide valuable opportunities for knowledge sharing, research collaboration, networking and investment discussions which deliver a positive long-term impact for Auckland and New Zealand,” Pereira says.

Major wins in the last year for Auckland include the Federation of Asia Oceania Pest Management Associations Pest Summit Conference, which will bring approximately 2,500 delegates to the New Zealand International Convention Centre (NZICC) in 2026.

Other upcoming events include:

the 2022 Conference on Robot Learning
the Computer Applications and Quantitative Methods in Archaeology Conference in 2024
the 8th International Teaching Games for Understanding Conference in 2024

Demand from international organisations and institutions to hold conferences, incentive trips or business events in Tāmaki Makaurau Auckland continues to grow, supported by international marketing campaigns and in-market activations reinforcing the country’s reputation as a desirable destination.

This was given a boost with Auckland being named the number one city to visit in Lonely Planet's Best in Travel 2022 along with winning the Best Meetings Incentives Conference and Event (MICE) Destination in Oceania in the World MICE Awards for two consecutive years.   

Pereira adds: “With the NZICC coming online, a newly refurbished Aotea Centre and the Viaduct Events Centre available from 2023, the future is exciting for Auckland conferences and events.

“Planning continues for the year ahead and we know the Auckland Business Events industry will be pleased to see the return of our domestic activity, alongside a strong pipeline of Australian and International tradeshows and showcases, especially our Australian Mega Familiarisation tour, planned in conjunction with Tourism New Zealand.”