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March 14, 2022

Business Events Lead Waikato Recovery

The latest figures released by the Business Events Data Programme* show the Waikato region secured 13% market share of all NZ business events being held in Q1 2021. With 196 business events held in the region during January-March 2021, this placed the Waikato region second in the country behind Wellington at 29% for the number of business events held.

Over 17,000 delegates were hosted in the region during this time, equating to a 13% market share of the total number of delegates hosted in the country, third behind Wellington (28%) and Auckland (14%). Hamilton & Waikato Tourism chief executive Jason Dawson says it’s fantastic to see such a strong result for the region given the tough environment the sector has been operating in over the last 18 months.

“These figures show the region is in high demand with meeting and conference organisers and highlights the strength of our business events offering in Hamilton and the wider region – from our world-class venues and exceptional event hosts to our exclusive team-building and incentive activities along with a wide range of accommodation offerings” he says.

Dawson adds that hosting major and business events are crucial in leading the economic and social recovery of the Waikato region.

“Domestic business events delegates have always been an important visitor segment for the region contributing $480 per day to the economy, double the amount of the leisure visitor. Business events are also a key seed market driving repeat visitation and further economic benefit as delegates will often return for a holiday with their friends or family” he says.

Mel Williams, Business Development & Sales Manager – Business Events for H3 says they have been working extremely hard with local partners to help boost awareness, confidence, business and events into our city and region throughout what has been a challenging time.

“It’s been fantastic and extremely rewarding for us to have helped so much come to fruition, and to see the positive, wide-ranging ripple effects and impact that has been felt by so many. This has further energised our team to continue proudly wave the flag for our region, and further enhance our reputation nationally” she says.

*The Business Events Data Programme measures business event activity in New Zealand. It focusses on MICE events (meetings, incentives, conferences, and exhibitions) attended by at least 30 people. The programme is funded by Business Events Industry Aotearoa (BEIA), the Regional Convention Bureaux and MBIE.


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