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The inaugural ULTRA New Zealand Music Festival generated an estimated $5.4 million in new visitor spending for Wellington, with a post-event analysis highlighting the economic impact of the city’s latest major event.
The sold-out electronic dance music festival attracted 25,000 people to the capital in April. A report by Fresh Info found 40 per cent of attendees travelled from outside the region, staying an average of 2.43 nights and spending an average of $575 each. Overall visitor satisfaction reached 93 per cent.
Promoted by Audiology Touring and supported by WellingtonNZ Major Events and the Government’s Events Attraction Package, the festival marked the first time the international ULTRA brand had been staged in New Zealand.
WellingtonNZ general manager events and experiences Heidi Morton says the event delivered benefits beyond direct visitor spending.
“With high out-of-region visitation, increased visitor spend, and strong publicity and profile across the motu, this event showed how Wellington continues to leverage major events to drive more economic growth, support more local businesses, and create more memorable experiences.”
The report also highlighted benefits for the local music industry, with New Zealand acts performing alongside international artists including The Chainsmokers, DJ Snake, Zedd, Oliver Heldens and Alison Wonderland.
Hospitality businesses also reported increased trade over the festival weekend. Glou Glou Espresso and Wine Bar recorded a 15.5 per cent increase in business, while event caterer Food Envy said the festival generated wider benefits for the city’s hospitality sector.
Community support was also strong, with 97 per cent of Wellington residents attending the event agreeing that hosting major events makes the region a more enjoyable place to live, according to the report. Organisers say details of the 2027 festival are expected to be announced in the coming months.
