New Zealand hits the road to attract associations in Asia

New Zealand is embarking on a roadshow of events in Asia to build awareness of New Zealand’s enhanced conference capability amongst association event organisers.

The headline event will be The Meetings Show APAC in Singapore, where Tourism New Zealand will exhibit alongside 10 New Zealand business events partners.

Tourism New Zealand Global Manager Business Events Penelope Ryan says: “In addition to the 100% Pure New Zealand stand, the recent Government funding boost for our sector has enabled us to increase our presence at the show. We're proud to be sponsoring the keynote speakers and the hosted buyers' refreshments. With some distinctively Kiwi cookies, chocolate, coffee, and tea, we'll give attendees a taste of New Zealand.”

Exhibitors include  the New Zealand International Convention Centre (NZICC), Auckland Conventions Venues and Events, Auckland Convention Bureau, Business Events Wellington, Te Pae Christchurch Convention Centre, and ChristchurchNZ Business Events. Other exhibitors include the world-famous Hobbiton Movie Set, as well as destination management companies HQNZ, Attend NZ, and Social Nature Movement.

“Our research shows New Zealand is a highly appealing destination for tourists from Asia,” Ryan says. “Now we’re aiming to grow our share of conferences in the region through better awareness of our three new world-class convention centres, direct air connectivity, key industry sectors, and the conference support available.”

Ahead of The Meetings Show APAC, Tourism New Zealand and partners will attend PCMA APAC's The Business of Events 2025, also in Singapore. Tourism New Zealand will also host sales calls and exclusive dinners for local association executives at the New Zealand Embassy in Japan, and the New Zealand High Commissioner’s Residence in Singapore.

International Congress and Convention Association (ICCA) statistics show Asia Pacific is its fastest growing region, with its membership growing from 16% to 28% since 2023.

New Zealand’s profile for association events in the Asia Pacific region has been raised with the election last year of Tourism New Zealand Special Advisor–Business Events, Leonie Ashford, to the ICCA Board of Directors’ Asia Pacific seat.

In March, New Zealand industry association Business Events Industry Aotearoa (BEIA) signed a two-year strategic alliance with the PCMA. The alliance includes collaboration on research allowing for greater knowledge of the scale and value of business events throughout the APAC region.

“We’re looking to build on this momentum and enhance the relationships already in place to attract association events to Aotearoa New Zealand,” Ryan adds.