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Taupō’s reputation New Zealand’s “events capital” is about to face its biggest challenge yet — picking just one key event to put forward for Air New Zealand’s new Regional Event Sponsorship Programme.
Air New Zealand has recently announced it will partner with 19 Regional Tourism Organisations (RTOs) nationwide to select one event per region for a three-year sponsorship commitment, designed to drive visitation in off-peak seasons and promote sustainable tourism.
Taupō is one of the first RTOs invited to submit proposals — but with over 400 events a year, the region faces a daunting shortlist.
Parick Dault, Destination Great Lakes general manager says “Taupō is undeniably the events capital of New Zealand, with the region hosting over 400 events per year — that’s roughly one event for every 67 residents, if you enjoy a good stat!” The real challenge now lies in Air New Zealand choosing just one.”
Like other RTO’s, Taupō has the choice to submit two applications, of which Air New Zealand will decide which event to support based on stronger brand association.
Patrick says Taupō will work closely with Taupō District Council’s events team to ensure nominations match both the region’s tourism strategy and Air New Zealand’s criteria. The airline is seeking events that increase visitation in shoulder or off-peak seasons, reinforce sustainability principles, and deliver unique, high-potential experiences.
Air New Zealand says each event proposal will be assessed equally through a transparent process, regardless of the region. “We’ll be looking for events that reflect our sustainability principles, spread travel demand more evenly, and align strongly with both our brand and regional objectives.” they say.
From the highly anticipated Taupō Food Festival in September, to endurance events like Pillar to Pou and the iconic Lake Taupō Cycle Challenge in November, the list of candidates is strong. Other standouts include the August Taupō Marathon, April’s Craters Classic mountain bike event, and a variety of community-driven festivals.
Patrick says sustainability will be central to any bid. “We actively support efforts to improve environmental sustainability. The first step is raising awareness, encouraging both event organisers and attendees to understand their environmental footprint,” he says.
Taupō District Council has tools and frameworks ready to help promoters document strategies to minimise environmental impact.
Air New Zealand says the programme is about more than short-term boosts in visitor numbers. “We are committed to building enduring, collaborative relationships with regional tourism organisations like Love Taupō. The goal is to foster long-term event success through joint marketing, shared planning, and multi-year growth.” they say.
For Taupō, that could mean enhanced marketing, transport support, and integration with the airline’s national campaigns. While operational adjustments such as tailored flight schedules or logistical coordination will be negotiated case-by-case, Air New Zealand points to past partnerships — including with World IRONMAN and SuperCars — as examples of what’s possible.
Patrick says, “In partnership with Air New Zealand, we would proudly share the impact of the event they choose to support. Now, it’s about making sure we put our very best forward.”
