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After a noticeably quieter few months for Wellington’s hospitality sector, the city’s signature food and drink festivals offered a much-needed burst of energy- even if was short lived.
Kristy Phillips, chief executive of Hospitality New Zealand, says the impact of the two major winter festivals was immediate and meaningful for operators who had been struggling with quieter trading days. “Wellington on a Plate and Beervana certainly lifted spend across food and beverage and accommodation in Wellington, which was significant particularly in the midst of the winter months,” she says. “It was great to see so many people out and discovering or rediscovering their favourite haunts, and supporting bars, cafes and restaurants across the city.”
For many venues, the festivals not only increased bar spend but also created fuller rosters, busier nights, and a sense that the city’s dining culture was back in motion. Some operators hoped the influx of diners and visitors would help them catch up on the quieter patches that had defined much of early winter.
That lift was also visible from a destination and visitor perspective, as Wellington pushed through from a tougher patch highlighted in recent Horwath HTL data reports.
Heidi Morton, events & experiences general manager at WellingtonNZ, says Visa Wellington On a Plate was intentionally designed to support the hospitality sector during a traditionally quieter time of year. “Visa Wellington On a Plate was purposely created to support hospitality during a traditionally quiet period of the year for Wellington and for 2025 gave a noticeable lift in visitor perception, with 73% stating they were likely to visit Wellington again due to the event,” she says.
She says the scale of visitation and spend reinforced the value of these festivals to the city’s economy. “Visa Wellington On a Plate and Beervana attracted more than 4,500 visitors to the capital in 2025, with the former spending an average of $456 during their stay and the latter $578,” she says. “This average of spend is much higher than the national average of $232 per night (according to Fresh Info Ltd, July 2025).” She says the legacy impact of the festival has shifted seasonal patterns. “The impact of Visa Wellington On a Plate now means that August is reported by industry as one of the busiest periods of the year, second only to the Christmas period.”
But once the last festival wristband came off, conditions shifted quickly. Heidi says the comedown was obvious. “Members told us that spending reduced after WOAP finished, as the impetus for being out and about wrapped up,” she says.
That drop-off shows a wider challenge in the sector where trading remains highly event-dependent. When the calendar is full, venues report strong foot traffic and healthier turnover. When it’s not, the slowdown can be bleak
From WellingtonNZ’s perspective, the stabilising role of winter events remains key. Heidi says Beervana has proven its staying power while continuing to evolve. “Beervana, which started as the New Zealand Beer, Wine and Spirits Council’s NZ Beer Expo in 2001, celebrated its 25th anniversary this year, standing the test of time and attracting a dedicated beer-loving audience to the capital,” she says.
She says the festival’s value extends beyond the weekend itself. “Not only does the event provide a moment in time for punters to experience both local and international brews, it provides a platform for Wellington’s key beer export companies to try new ideas and test their innovation before going to market,” she says.
In addition, Heidi says that role sets Beervana apart nationally. “From WellingtonNZ’s perspective this is a point of difference to other food and beverage experiences around the country and one that assists Beervana in retaining their loyal following, whilst still attracting new visitors each year.”
However, Kristy says this isn’t a Wellington-specific issue- it’s across the country. “This speaks to the significance of events to the hospitality sector across Aotearoa — a steady stream of events keeps punters in venues and visiting our cities and towns,” she says.
Looking ahead, WellingtonNZ sees these festivals continuing to anchor the city through the colder months. Heidi says community support and economic impact remain strong. “Both events continue to anchor the Wellington events portfolio in the colder months and 92 per cent of residents say Visa Wellington On a Plate boosts regional pride, and 97 per cent say it makes the city more enjoyable to live in,” she says.
She says the benefits ripple well beyond hospitality alone. “By creating a Festival that is enjoyed by visitors and locals alike, both events bring greater opportunity for economic benefit to the region across industries, including accommodation, of course hospitality and retail.” And more winter drawcards are already locked in.
“Other events of note during the winter period in 2026 will include the International Rugby Test match All Blacks v Italy (July 11), with more to be announced at a closer time.” says Heidi.
Operators are hopeful for a more consistent year ahead and Kristy says the industry is ready to meet demand- they just need people coming through the doors.
“We look forward to seeing more events come online, with some big events set for Wellington next year, to ensure consistency in demand for great hospitality experiences.” she says.
