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New Zealand Positioned To Benefit From The Projected One Point Three Trillion US Dollars Global Business Events Industry By 2030

Tuesday, July 29, 2025

New Zealand is well-positioned to benefit from the global business events industry, which is projected to reach USD 1.3 trillion by 2030, as international demand for meetings, incentives, conferences, and exhibitions (MICE) accelerates. This sector is growing faster than traditional tourism and delivers high-value visitors who spend more, stay longer, and contribute to knowledge exchange and economic development. With its stunning landscapes, strong international reputation, modern venues, and enhanced government support, New Zealand has the right foundations to attract global events. As destinations worldwide compete to host high-impact gatherings, New Zealand must continue investing in infrastructure, skilled talent, and digital innovation to secure its share of this transformative opportunity—positioning itself not only as a scenic destination but also as a global hub for purposeful, year-round business travel.

New Zealand stands at a crucial moment to position itself at the forefront of global tourism by embracing the rapid growth of business events. A recent global report emphasizes the need for countries to capitalize on meetings, incentives, conferences, and exhibitions (commonly known as MICE), as this segment now plays a pivotal role in shaping tourism’s future.

The report identifies business events as one of several transformative tourism drivers, alongside wellness travel, live entertainment, and sustainable ecotourism. What sets business events apart is their ability to generate consistent year-round demand, create high-value visitor spending, and support broader economic development through knowledge transfer and international networking.

In response to this global momentum, New Zealand has started scaling up its strategic investments in the sector. The latest Statement of Performance Expectations (SPE) for 2025–2026 reflects a significant shift in priorities. The value of conference bids supported through the national Conference Assistance Programme has increased from NZD $140 million (USD 85 million) to NZD $185 million (USD 112 million), backed by increased government funding. This investment recognizes business events as more than just tourism—they are economic multipliers.

Countries worldwide are intensifying their competition to attract international events. Destinations across Asia, Europe, and North America are expanding their infrastructure, launching financial incentives, upgrading digital capabilities, and developing specialized event talent to capture a larger share of this market. For New Zealand, the challenge lies in accelerating efforts to match this pace and assert itself as a premier destination for global business gatherings.

To achieve this, the report outlines several enablers critical to success: modern infrastructure, financial mechanisms, technological advancement, workforce capability, and efficient regulatory systems. Public-private collaboration forms the backbone of this growth model.

Infrastructure plays a foundational role. New Zealand must ensure its cities and regions can accommodate large-scale conferences and specialized gatherings. The opening of world-class facilities like the New Zealand International Convention Centre strengthens the country’s ability to host global events. However, regional hubs also need investment to attract mid-size and niche gatherings that spread economic benefits beyond urban centers.

Technology is another vital enabler. The global business events market increasingly relies on digital innovation—from virtual platforms and AI-enhanced logistics to real-time language translation and attendee tracking tools. To meet international expectations, New Zealand must continue to adopt smart solutions that enhance delegate experience, improve efficiency, and enable hybrid formats that reach global audiences.

A skilled and adaptive workforce is essential. Business events demand professionals who can manage complex logistics, offer high-end hospitality, and deliver flawless execution. Training programs and career pathways must keep pace with the sector’s growth, ensuring local talent is prepared for the rising standards of global event delivery.

Regulatory support must also evolve. Streamlining visa processes for event delegates, offering flexible funding for bidding support, and simplifying compliance requirements can make New Zealand a more attractive and competitive choice for international event planners.

The true impact of business events extends beyond tourism metrics. They provide a platform for global knowledge exchange, facilitate cross-border collaboration, support innovation ecosystems, and draw foreign investment. Strategic targeting of events in high-priority industries such as agriculture, health, education, technology, and sustainability can enhance New Zealand’s international profile in those areas.

Moreover, business events create demand during traditionally quieter travel periods. They drive midweek hotel occupancy, increase weekday flight bookings, and sustain tourism-dependent businesses throughout the year. As such, business events offer stability in a sector often vulnerable to seasonality.

New Zealand’s natural scenery, clean image, and reputation for safety and innovation offer a competitive edge. However, without consistent investment and aggressive international promotion, the country risks being overshadowed by destinations that are more visible and better resourced. A coordinated approach that unites tourism, trade, education, and investment promotion can unlock the full potential of this high-value segment.

The global market for business events could reach USD 1.3 trillion by 2030. Nations that act now to stake their claim in this market will reap economic, social, and reputational benefits that last for decades.

New Zealand has the ingredients to succeed—clean infrastructure, skilled professionals, a reputation for hospitality, and scenic backdrops that few destinations can match. But to lead rather than follow, the country must take proactive steps: strengthen infrastructure, invest in people, embrace innovation, and promote itself as a serious contender on the global stage.

New Zealand is well-positioned to benefit from the projected USD 1.3 trillion global business events industry by 2030 due to its world-class infrastructure, strong international reputation, and growing government support for high-value, year-round tourism.

The future of tourism is not just about leisure—it’s about purpose, knowledge, collaboration, and innovation. Business events sit at the center of this shift. New Zealand’s next chapter in tourism growth depends on embracing this global movement with vision and urgency

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