On Sunday the government announced an NZ$70 million package for major events and tourism, including NZ$40 million to attract international mega events to New Zealand, an NZ$10 million Events Boost Fund to support existing events, an NZ$10 million Regional Tourism Boost Campaign and up to NZ$10 million in tourism infrastructure upgrades.
“This $70 million events and tourism investment package is about energising the events sector,” said New Zealand’s tourism and hospitality minister, Louise Upston.
“The investment will allow New Zealand to compete with Australia to host big acts and will give international visitors even more reasons to come and explore New Zealand, while also encouraging Kiwis to get out and about.
“To make it happen, we’re combining a significant injection of new money with existing funding to create a critical mass to help events and tourism grow.
“New Zealand’s economy is getting back on track but we know some of our cities and regions could benefit from an additional boost in the short-term.
“Major events, whether they are sports showdowns, the world’s most popular artists or well-loved favourites, can be a bonanza for the cities and regions which host them, supporting local jobs and incomes in the hospitality and retail sectors and beyond.
“That’s why we are significantly increasing government investment in the events sector and opening it up to a wider range of opportunities, including concerts which haven’t previously been eligible for funding.
“Major events boost regional economies and give Kiwis and overseas visitors something to anticipate and celebrate.”
Upston said the “significant” funding increase put New Zealand on the same level as Queensland.
“Tourism is New Zealand’s second-largest export earner, directly contributing NZ$17 billion to GDP and supporting nearly 200,000 jobs. This investment will see more people coming to New Zealand, staying in accommodation, eating in our restaurants, visiting attractions and shopping while they’re here,” she said.
“In the short to medium term, this package further positions New Zealand as the go-to events and tourism destination for these visitors.
“There is more work to do in developing a bold new major events strategy within the Tourism Growth Roadmap and ensuring a long term pipeline under the System Coordination Workstream.
“Our current focus is to get activity happening quickly, so most of today’s announcement is intended to deliver events beginning in 2026. For practical reasons some of the attraction package funding is spread over two years so we can have contractual flexibility if needed.”
The New Zealand Events Association (NZEA) applauded the funding announcement.
“This is a fantastic day for our industry,” said NZEA general manager Elaine Linnell.
“We are delighted the government has recognised the vital role events play in driving both economic growth and international tourism.
“The inclusion of concerts is a game-changer, giving parts of our sector that have long missed out on public funding.
“Just as importantly, this investment will support our iconic homegrown events and strengthen New Zealand’s ability to secure international acts.
“This will energise our events landscape and give visitors even more reasons to come to New Zealand, to see more and to do more.”
The current government has also been investing in business events attraction, funnelling NZ$6 million through Tourism New Zealand to grow the country’s business events pipeline in two separate announcements earlier this year.
