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International conference delegates will play an important role in ensuring New Zealand meets ambitious targets to grow its off-peak visitation.
Tourism New Zealand has set a goal of growing international tourism by $5 billion over the next four years, with 70 per cent ($3.5b) of that coming from visitors in the off-peak.
General manager NZ and business events Bjoern Spreitzer told attendees at New Zealand business events trade show MEETINGS: “Business events will play an important role in growing off-peak visitation. In 2023, 83 per cent of international delegate arrivals came off-peak, between March and November, compared to 62 per cent of holidaymakers.”
Tourism New Zealand aims to grow the value of the international conference bids supported by targeting larger, high impact conferences that support the country’s growth sectors, he says.
Bjoern says the business events sector was worth $403m to the country in 2023. Business events attendees are New Zealand’s fourth largest market by visitor spend, with an average spend of $426 per day compared to $304 for holidaymakers.
He noted New Zealand’s business events sector was bouncing back well from a low of hosting only five international conferences in 2021 and 10 in 2020 due to the global COVID-19 epidemic.
“The latest ICCA Country and City Rankings show the country ranked 43rd in the world in 2023 with 56 eligible conferences, up from 56th place in 2022 with 28 conferences.
“And there’s potential for even stronger growth going forward with our three new convention centres driving more and larger conference business to New Zealand. Combined with increased air connectivity and new hotel capacity, New Zealand has the potential to attract even more off-peak and significant events.”
