BEIA flags role of business events as significant drivers for tourism

Business Events Industry Aotearoa (BEIA) has highlighted that with a new World Economic Forum Report pointing to business events being a significant growth driver for tourism - New Zealand must be part of the wave.

Travel and Tourism at a Turning Point: Principles for Transformative Growth Insight Report (July 2025) shows the business events sector - meetings, incentives, conferences and exhibitions - is projected to grow at 9% Compound Annual Growth Rate (CAGR) between 2025 and 2030, from US$870 billion in 2024, outpacing the rest of the business travel segment.

The report points to business events as one of the segments that will become transformative tourism growth drivers, along with live events, ecotourism, and wellness.

BEIA Chief Executive, Lisa Hopkins says business events are globally recognised as strategic enablers of growth noting  “the report's findings align with New Zealand's Pīata Mai, the national strategic direction for New Zealand's business events sector outlining sustainable growth opportunities.

“New Zealand needs to be ready to capture this growth, to stand out from the international competition as an attractive business events destination.

“The report notes competition is intensifying, as these opportunities are recognised, making distinctive positioning and coordination increasingly important. Success requires investment, skills development and marketing capabilities.

“Looking ahead to 2026 and beyond, the Government's boost for the business events sector is already yielding strong returns, although it is clear that competition is intensifying and we need to ensure we continue the trajectory we are currently on, or better still, amplify it with a long term plan.

“We see the Tourism Growth Roadmap supporting this, with business events recognised as a critical component.”

Tourism New Zealand's latest Statement of Performance Expectations (SPE) 2025 – 2026 increased the value of conference bids supported through the Conference Assistance Programme from US$85 million up to US$112 million, following additional funding from the government's Tourism Boost package.

Hopkins adds “this funding is key to enabling New Zealand to effectively compete with destinations now offering even more substantial incentives and continuity is king. Given some of the geopolitical uncertainty, organisations are increasingly favouring destinations which are considered safe and protected from these shifts.”

The report shows key enablers for growth are infrastructure, finance, technology and innovation, people and skills, regulation and public-private collaboration.

 “Key infrastructure developments are powering this growth,” Hopkins continued, adding “New Zealand's business events industry now has world-class infrastructure with new conventions centres - Te Pae Christchurch and Tākina Wellington, and the New Zealand International Convention Centre (NZICC) in Auckland opening early next year.

“The three new convention centres together will create 1400 new jobs, over 300,000 room nights annually and direct spend in excess of US$ 91million. Additionally, we are witnessing significant infrastructural investment in airports, multi-purpose venues and hotel development, contributing to the overall experience a delegate can expect when they travel here.”

Hopkins says the value of business events to New Zealand extends well beyond visitor numbers.

“Business events are not just good for tourism growth, they open doors to global knowledge, trade, and investment. The WEF report highlights the value of face-to-face interaction. Business events bring together the very people who drive progress, scientists, innovators, policymakers, entrepreneurs. They create meaningful legacies for New Zealand.

“As a key action area, the report identifies enhancing sustainability, necessitating business events to integrate environmental responsibility, community benefits and lasting impact, a position New Zealand already takes a lead in,” she says.

“Boosting New Zealand's business events growth is a collaborative effort with Tourism New Zealand, regional convention bureaux, professional conference organisers, venues and hotels, and raft of businesses across a broad range of sectors including hospitality, technology, and creative services all working together to create success.”

Business Events Industry Aotearoa (BEIA) is the official membership-based association representing New Zealand's business events sector which encompasses meetings, incentives, conferences, and exhibitions.

Access the Travel and Tourism at a Turning Point: Principles for Transformative Growth Insight Report (July 2025)