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Tāmaki Makaurau Auckland’s tourism, hospitality and events sectors came together on Tuesday, December 2, for the Destination Auckland Industry Update, where local and national leaders reinforced the importance of events and visitor activity in revitalising Auckland’s economy and global profile.
Nearly 300 industry representatives attended the event, including Auckland mayor Wayne Brown, tourism and hospitality minister Louise Upston, and partners from across the visitor economy. The gathering highlighted strong sector momentum as Auckland prepares for a significant year of events, new air connections and increasing international visibility.
That momentum continued with the Government announcing the latest recipients of the Events Boost Fund and Events Attraction Package on Wednesday, December 3, including eight Auckland events receiving national investment.
Funded Auckland activity includes:
- FIFA World Series
- Linkin Park’s return to Spark Arena
- The Auckland Wooden Boat Festival (part of Moana Auckland)
- &Juliet at The Civic
- Forever Tomorrow: Chinese Art Now at Auckland Art Gallery Toi o Tāmaki
- The New Zealand Track and Field Championships
- Auckland Writers Festival
- Support for Tātaki Auckland Unlimited’s UNESCO City of Music Cluster
Tātaki Auckland Unlimited chief executive Nick Hill says it was encouraging to see strong industry engagement and to receive confirmation of new national funding.
“Auckland is entering a turning point after years of disruption. The tide is finally turning for Auckland’s visitor economy,” Nick says, noting renewed international air connections and strong signs of demand.
Director destination Annie Dundas, in her presentation, told attendees that Auckland must feel “always on”, with enhancements to the Discover Auckland website events section set to highlight the constant stream of activity across the region. Events invested in, promoted and delivered by the Auckland Council group, including Tātaki Auckland Unlimited, will now carry the Auckland Council Events brand for greater public transparency.
Minister Upston acknowledged Auckland’s importance to the national tourism landscape, noting that New Zealand is at 88 per cent of pre-COVID visitor numbers. She said the Government is focused on lifting employment and attracting high-value visitors through its tourism growth roadmap.
Industry speakers also reflected optimism about the city’s direction. Duco Events founder David Higgins described Auckland’s current trajectory as “on the cusp of a rising tide”.
The Government’s announcement does not replace the $30 million events underwrite approved by Auckland Council. The underwrite remains essential for Auckland’s ability to compete internationally and secure future major events.
“While the new Government funding is both welcome and necessary, it is not guaranteed beyond the next two years. Auckland still urgently needs a long-term, sustainable funding model for major events and destination marketing. We support the mayor’s call for a user-pays bed levy, allowing revenue raised in Auckland to stay in Auckland,” Nick says.
