The Destination Partnership Program (DPP), run by the city’s cultural agency, Tātaki Auckland Unlimited, began in 2023 and is now entering its third year.
The program sees the agency work closely with industry on activities including marketing campaigns, public relations, familiarisation activities for both media and trade, networking and showcase events and trade show representation, including at the Asia Pacific Incentives and Meetings Event (AIME) and New Zealand’s flagship business events trade show, MEETINGS.
The program has helped secure 67 business events for Auckland, which are expected to deliver 240,000 visitor nights for the city between 2024 and 2029.
More than 140 businesses signed up for the program in its second year and Auckland Unlimited says there is strong interest for year three.
“The DPP funds a robust programme of consumer and trade marketing activity as well as the attraction of business events to the Auckland region,” said Auckland Unlimited’s director of destination, Annie Dundas.
“Coming into our third year we’ve learned a lot, listened to our partners, kept an eye on the evolving landscape that we operate in and made changes to make the program more useful.
“As an organisation our priorities this year include activating an ‘always on’ events program for Auckland to draw more visitors to the region and leveraging the transformational milestones for the city such as the opening of the New Zealand International Convention Centre and the City Rail Link,” she said.
“Working alongside industry partners allows us to keep Auckland front of mind for leisure travellers and business events, even in a fiercely competitive global market.”
The program will include three new partnership tiers in year three alongside five existing options. New partnership levels include for those who want to bolt on conversion campaign activities and those who just want to participate in conversion activities.
Notably funds generated by industry partnership on the program do not go towards major event attraction or investment.
While the program continues for now, Auckland Unlimited is advocating for other funding options.
“We’re proud of what we’ve achieved with the industry to showcase Tāmaki Makaurau,” said Dundas.
“However, we remain focused on finding a long-term sustainable funding solution and support [Auckland] Mayor Brown’s call for a bed levy to help make that happen.”
