A new cooperative agreement between Tourism New Zealand (TNZ) and Conventions and Incentives New Zealand (CINZ) is set to significantly enhance the marketing capacity of New Zealand as an international business events destination.
The two bodies signed a Memorandum of Understanding (MOU) earlier this month, which outlines how they will work closely together in the promotion of international business events to New Zealand.
CINZ chief executive Alan Trotter says the increased coordination across the sector will deliver significant benefit for the New Zealand industry and the economy as a whole.
“As with all things, much greater success can be achieved when we work together to maximize the strengths of each organization.
“CINZ’s existing program of work will be greatly enhanced by this agreement – we can draw on the strength of Tourism New Zealand’s destination marketing and they can leverage the knowledge and experience we have, having been active in the business events sector for 20 years.”
Tourism New Zealand’s general manager marketing communications, Justin Watson, says the organisation will invest $200,000 in CINZ’s existing marketing activities to enable greater reach and effectiveness of the work, and ensure all potential opportunities are developed.
“TNZ and CINZ have a longstanding relationship however with the increased focus from Tourism New Zealand on international business events as a way to attract higher value visitors it was timely to put some formal context around it.
“Previously, the targeting of resources has meant certain opportunities could not be leveraged and not all areas of the business events sector could be targeted.
“With this new MOU we can close those gaps and ensure all opportunities are captured.”
The MOU will be reviewed in one year’s time with the intention of continuing the collaboration for a further two years.
The two parties will work together to develop the annual trade show MEETINGS into a larger scale, international event with a particular focus on attracting buyers from long-haul markets. They will also work more closely on the New Zealand presence at the AIME Melbourne tradeshow.