Government-backed events drive tourism and regional growth

A series of international sporting and entertainment events secured through the Government’s Events Attraction Package is expected to deliver economic benefits to destinations across New Zealand, Tourism and Hospitality Minister Louise Upston says.

The latest announcement is the inaugural Snow League World Challenge, which will be held at Cardrona in September and serve as the opening event of the global Snow League season.

Sporting events pipeline

Upston says the Snow League World Challenge adds to a growing calendar of events supported through the fund.

“I’m looking forward to welcoming the world’s top snow sports athletes to our slopes where they’ll go head-to-head with Kiwi talent.

“This is the global opening event for the Snow League season and will showcase the league’s best in snowboarding and freeskiing.”

The event joins the World Surf League competition in Raglan and the upcoming New Zealand International Football Festival in Auckland as major sporting fixtures supported through the programme.

Entertainment drawcards

The Government has also supported a range of major entertainment events, including Post Malone’s world tour stop at Auckland’s Mt Smart Stadium on October 21, 2026.

“When world-renowned artists like Post Malone include New Zealand in their tour schedule, it delivers significant economic benefits and creates a tangible buzz which is why we invest in bringing them here,” Upston says.

The Minister says live events generate benefits well beyond ticket sales, with estimates suggesting every dollar spent on live performances returns $3.20 in wider community benefits.

Wellington exhibition boost

The package has also supported exhibitions, including LEGO Star Wars: The Exhibition, which opens at Tākina Wellington Convention and Exhibition Centre this month.

Created by Ryan ‘Brickman’ McNaught, the exhibition brings the Star Wars universe to life through LEGO creations and is expected to attract visitors from around New Zealand.

Football festival expands

Following confirmation that Tottenham Hotspur will play Auckland FC in July, organisers have also announced that Chelsea FC Women will face an Auckland FC Women’s Invitational XI at Eden Park on August 8.

“When events like these come to town the economic benefits are substantial. Hotels fill up, restaurants and cafes thrive, tills ring, and local businesses see a surge in customers,” Upston says.

She says each agreement also includes legacy initiatives designed to create long-term benefits through areas such as sport development, education and creative sector employment.

Events Attraction Package

The $40 million Events Attraction Package forms part of the Government’s wider $70 million Major Events and Tourism Package announced in September 2025.

Events announced so far include:

Individual funding allocations have not been disclosed for commercial reasons.