New Zealand announces National Events Strategy amid strong tourism demand

New Zealand is moving toward a more coordinated approach to its events sector, with the government announcing plans to develop a National Events Strategy. Tourism and Hospitality Minister Louise Upston stated the strategy aims to establish long-term direction to maximize public value, enhance the nation's international brand, and support economic growth through a more deliberate framework for attracting and leveraging events.

In the tourism sector, Destination Queenstown and Lake Wānaka Tourism recently conducted a four-city trade roadshow across Australia, including Melbourne, Sydney, Brisbane, and the Gold Coast. The roadshow highlighted strong demand from Australian travel advisors and business events buyers for the Queenstown and Wānaka regions.

During industry discussions in Sydney, participants addressed growth-related challenges, specifically noting the need for infrastructure investment to support increasing visitor numbers and maintain the quality of the visitor experience. Discussions also touched on opportunities to expand the region's appeal beyond adventure travel into wellness and culinary experiences.