Building a stronger future for New Zealand events
The Government will begin work on a National Events Strategy to establish a long-term direction for New Zealand’s events system and extract more value from events, Tourism and Hospitality Minister Louise Upston says.
"Events play an important role in growing our economy, attracting visitors, supporting local businesses and benefiting communities across New Zealand," Louise Upston says.
"New Zealand has a strong track record of delivering world-class events and the new National Events Strategy will build on that success, providing a national direction for the system and taking into account New Zealand’s strengths, competitive advantage, and national priorities.
“The Strategy will provide a framework for New Zealand to be more deliberate about attracting, supporting and leveraging events that maximise public value outcomes.
“This could include increasing the value of tourism exports, creating new trade and investment opportunities, enhancing New Zealand's international brand and reputation, and delivering social and community benefits.
“Over time, the Strategy will provide for a stronger, more ambitious events sector that delivers greater value for New Zealanders and supports growth across the country.
“The announcement follows an independent review of New Zealand's approach to events, which found we are a strong events host but could take a more strategic and coordinated approach to maximise the full public value that events deliver.”
The independent review’s recommendations included having a system-wide strategy, a coordinated investment platform, stronger prospecting, leverage, legacy and evaluation, a national stewardship function, durable local co-investment and an integrated events portfolio.
Louise Upston says the Government will take time to consider the review's wider recommendations while starting work on some of the more immediate actions it suggested, including developing the Strategy.
“Those immediate actions include practical steps to improve how the events sector works together, strengthen partnerships between central government, local government and industry, and identify opportunities early to maximise benefits to the economy, tourism, industry, and our communities.
"I want to thank everyone who took part in the review and shared their insights and experience. The report provides useful input as we continue to look at how events can deliver even more value for New Zealand.
"By working together and putting the right settings in place, we can build a stronger national events pipeline that delivers even greater benefits for New Zealanders," Louise Upston says.
Notes to editors:
The independent review was carried out by MartinJenkins and is available here.
Key findings of the review include:
- New Zealand has a strong reputation for hosting events, supported by skilled organisers and delivery partners.
- However, the current events system lacks a clear long-term direction and a coordinated approach to funding and decision-making, making it harder to maximise the value events deliver.
- The review found there is an opportunity to improve coordination, strengthen partnerships between central and local government, provide more consistent support for the sector, and take a more strategic approach to investment.
- It recommends a staged programme of reforms to build a more coordinated, strategic and outcomes-focused events system over time.
The Government will start work on the following recommendations from the review, while considering some of its longer-term proposals:
- Develop a national events strategy that includes establishing a clear vision, objectives and priorities for New Zealand’s events system.
- Develop a framework for a national events calendar to provide a pipeline view across event categories for decision-makers to better coordinate planning
- Provide high-level regulatory guidance for local government around common implementation issues
- Establish a government information hub with guidance for event organisers so they know who to contact for specific matters and different event type enquiries
- Set up a national coordination group to share information and support development of a national events calendar.
