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New Zealand has launched a new iteration of its 25-year-old ‘100% Pure New Zealand’ brand campaign, starting in the US before rolling out globally.

Direct international flight connections to the country continue to grow, but there remains a need to address the perception that New Zealand is difficult to reach.

“The ongoing perception that it’s quite hard to get to New Zealand, not new news, presents the same challenges that we probably have for leisure travel,” Tourism New Zealand chief executive René de Monchy told the Kōrero event at MEETINGS 2025 in Auckland.

“We should never lose sight of that. We always have to work on those basic challenges. Some of the world still think it takes kind of 3 days and 48 hours to get here.”

Tourism occupies a prime position in New Zealand’s economy and consciousness, and it enjoys much support. Prime Minister Chris Luxon is a former chief executive of Air New Zealand, and Louise Upston, the country’s Minister for Tourism and Hospitality, has prior experience in conference organising.

De Monchy emphasized tourism’s critical role as New Zealand’s second-largest export and employer of 10% of the nation’s workforce. He cited recent government support, revealed at Eden Park and funded by the International Visitor Levy, which will accelerate recovery and growth in the business events sector starting from 1 July 2025.

“New Zealand has established itself as one of the most exciting business event destinations, De Monchy said.

“There’s high desire to hold an event here in Aotearoa, New Zealand. And what also helps is we’re certainly perceived and seen as safe, welcoming, and politically stable, which is important, obviously, for business events.”

Tourism New Zealand has set ambitious event targets, aiming for 110 international bids valued at NZ$170 million this financial year, with goals for the 2026 financial year reaching NZ$185 million for larger-scale events. The additional NZ$3 million allocated for international event bids is expected to generate NZ$30 million in extra economic value.

De Monchy highlighted that business event delegates spend NZ$170 more per day than leisure travellers, underscoring the sector’s significant economic impact.

Market research positions New Zealand as an exciting business events destination, praised for its safety, political stability, and world-class infrastructure. The completion of new convention centres in Christchurch, Wellington, and Auckland by 2026 (Auckland’s new venue is due to open early next year) further enhances the country’s appeal.

De Monchy emphasized unique selling points such as Māori culture and sustainability efforts, including Qualmark’s Global Sustainable Tourism Council accreditation, as key factors in attracting events.

Back to international access, De Monchy mentioned improved direct flights from North America. He stressed the importance of “bid champions”, particularly in academia, for securing international events.

Throughout the session, De Monchy emphasized the crucial role of partnerships in the sector. Success in attracting business events relies on strong collaboration between venues, convention bureaus, and organizations like BEIA, he said. Continued cooperation to drive momentum in the business events sector would position New Zealand for a prosperous future in the global events landscape.