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Auckland is connecting its economic development and convention bureau expertise following a successful forum aimed at supercharging Auckland’s business events sector.
Unleashing the Potential of Business Events took place at Auckland’s Aotea Centre over November 4-5, bringing together more than 150 domestic and international business events and economic development experts.
Organised by Auckland Convention Bureau, which is a division of Tātaki Auckland Unlimited, participants shared new research and market insights and collaborated on strategies to boost Auckland’s competitive advantage for business events and drive economic growth.
The arrival of the New Zealand International Convention Centre in 2025, plus an increasing portfolio of hotels in the city will create further opportunities and is forecasted to generate an economic impact of $90 million annually.
Acting Mayor of Auckland, Desley Simpson, who made the opening address on day one of the conference, says: “This forum sends a powerful message to the global business events industry that Auckland deserves its ranking as New Zealand’s top city in the International Congress and Convention Association rankings and the best meetings, incentives, conferences, events destination in Oceania”.
“We are definitely leading the way for world class business events, continually innovating, adapting and collaborating to stay ahead. This opportunity brings the public and private sectors together to focus on how we can further strengthen the region’s prosperity to take Auckland forward.”
Feedback from the international advisors was that Auckland and New Zealand are well placed to attract business events in an increasingly competitive conference and incentive market. Auckland’s unique culture, diverse experiences, a reputation for safety, and research and innovation are meeting current market expectations.
Challenges including financial and sustainability reasons are driving the need for more strategic and impactful events. Attendees agreed on the need for more collaboration across public and private institutions to ensure benefits move from incidental to strategic.
ACB head of business events Ken Pereira says the event will help accelerate the sector.
“This forum demonstrated the incredible role business events play in supporting Auckland’s growth as a global destination. Through meaningful discussions and insights, we highlighted how business events are a catalyst to attracting diverse sectors, ultimately driving significant and lasting outcomes for our communities.
“In addition to supporting visitor spend in tourism, hospitality and retail, business events not only highlight Auckland’s potential but also reinforces Tātaki Auckland Unlimited’s commitment to leveraging these events as catalysts for sustainable economic and social impact.”
“The international advisors have been able to experience the local business events sector and the industry that puts it all together,” says Auckland International Business Events Advisory Group chair and speaker at the event Barbara Maple.
“This gives them the ability to go back to their markets and be brand ambassadors for Auckland – and they have massive influence in what they can bring to Auckland business events. This is a game changer for Auckland.”
