Govt focuses on economic benefits in new major events plan

Event organisers looking for support from the $60m Major Events Fund will need to show significant economic benefits under the government’s new strategy for the industry.

The Major Events Strategy, released this week, places securing economic benefits from major events as its top priority, followed by increasing international exposure and fostering national pride.

Enhancing New Zealand’s reputation as a world-class host and supporting government priorities complete the strategy’s top five goals.

"Every strategy begins with a vision," said Economic Development Minister Melissa Lee during the plan’s unveiling on Wednesday at the New Zealand Events Association’s annual conference in Palmerston North.

"My vision is for New Zealand to be internationally recognized as a premier destination for major events, delivering world-class experiences that drive economic and social outcomes, elevate our global standing, and enrich the lives of New Zealanders."

Lee emphasized the government’s commitment to investing in events that generate "significant, immediate, and long-term benefits aligned with broader government objectives."

"Rebuilding the economy has been a top priority since day one, which is why this strategy emphasizes securing major events that bring substantial economic benefits to New Zealand," she added.

The contestable $60 million, five-year Major Events Fund will prioritize events that meet these criteria, with Lee citing the success of major sports events like last year’s FIFA Women’s World Cup as a prime example of the potential benefits.

The strategy outlines three key investment focus areas for the Major Events Fund:

Events that deliver substantial economic benefits to New Zealand.

Sports events that contribute to New Zealand’s high-performance sport outcomes and align with Sport New Zealand’s strategy.

Events that showcase and celebrate New Zealand’s national identity, culture, creativity, diversity, and adventurous spirit.

Kylie Hawker-Green, Major Events Manager at the Ministry of Business, Innovation and Employment, pointed to this year’s ITM Taupō Super400 motorsport event as a prime example of how major events contribute to the national economy.

With $2 million from the Major Events Fund, the Supercars event achieved a cost-benefit ratio of 1.14, meaning for every dollar invested by the government, $1.14 was returned.

"The event attracted over 3,000 international visitors to New Zealand, who collectively stayed for 22,000 nights and spent around $5.8 million," Hawker-Green explained.

"Additionally, the ITM Taupō Super400 was broadcast to 3.9 million viewers, with social media content reaching 13.5 million."

The new Major Events Strategy takes effect on 1 September. The full document, including details on eligibility, criteria, and fund applications, is available here.