The national statement of strategic direction has been called Pīata Mai and will run to 2035.
Ambitions of the strategy include commissioning credible spending data for both domestic and international business events, ensuring 95 per cent of the industry has begun measuring and reducing environmental impact and playing a role in the development of a sustainable funding system for the visitor economy.
“This is about the business events sector taking leadership and ownership of its future while at the same time recognising its contribution as an economic and social driver,” said BEIA chief executive, Lisa Hopkins.
“Out of COVID, our industry became more resilient, entrepreneurial, and aware of how we impact the country. COVID also highlighted the economic gap left when business events were unable to take place, and the effect on people and place.”
“Our vision is a dynamic business events sector with a thriving community, environmental stewardship, and engaged individuals who are recognised for their contributions.
“With increased international and domestic conferences anticipated, it’s timely to emphasise our strategic position and collaborate with our whanau in tourism and hospitality,” said Hopkins.
“Pīata Mai lays the groundwork for any organisation within the business events network to embark on a strategic journey aligned with this vision.”
The strategic direction was guided by an industry stakeholder group and influenced by extensive consultation. Former head of Major Events New Zealand Susan Sawbridge led both the consultation phase and the delivery of the strategy.
The name Pīata Mai means ‘to shine bright’ and was bestowed by New Zealand Māori Tourism.
“[The name] symbolises the industry’s readiness to excel domestically and globally, driven by its commitment to resilience and sustainability,” said BEIA chair, Martin Snedden.
