New Zealand Launches National Events Strategy to Boost Economic and Community Value

The government has announced it will begin work on a National Events Strategy, a plan designed to give the country a long‑term direction for its events system and to extract greater value from events. Tourism and Hospitality Minister Louise Upston said the strategy will build on New Zealand’s proven ability to host world‑class events, while also creating a framework for attracting, supporting and leveraging events that maximise public value. The move follows an independent review by Martin Jenkins, which praised the country’s hosting record but called for a more strategic, coordinated approach. The review’s recommendations include a system‑wide strategy, a coordinated investment platform, stronger prospecting, legacy and evaluation, a national stewardship function, durable local co‑investment and an integrated events portfolio. Upston said the government will consider the review’s wider recommendations while starting immediate actions such as developing the strategy, improving sector collaboration and strengthening partnerships between central government, local government and industry. The strategy aims to increase tourism exports, create trade and investment opportunities, enhance New Zealand’s international brand and deliver social and community benefits, ultimately supporting growth across the country.