Source: New Zealand Government
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 editor:
The independent review was carried out by MartinJenkins and is available here.
Original source: https://nz.mil-osi.com/2026/09/22/building-a-stronger-future-for-new-zealand-events/