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The Auckland Business Events Fund helped secure high-value conferences, support local partners and build sector capability – leaving lasting benefits for Tāmaki Makaurau Auckland.
Responding to disruption with strategy
When COVID-19 closed international borders in 2020, Tāmaki Makaurau Auckland’s visitor economy – and the business events sector that supports it – faced unprecedented disruption. To help regions adapt, the New Zealand Government launched the $50 million Regional Events Fund through the Ministry of Business, Innovation and Employment (MBIE).
As part of this programme, Tātaki Auckland Unlimited, the region’s cultural, events and destination agency on behalf of Auckland Council, was allocated $17 million to deliver events that would stimulate visitation, support recovery, and drive long-term benefits. This was strategically channelled into three streams: the Auckland Business Events Fund, the National Events Fund, and the Anchor Events Fund.
For Auckland Convention Bureau, a specialist unit within Tātaki Auckland Unlimited, the Auckland Business Events Fund provided an opportunity to not only stabilise the sector but also set the region up for future success.
Securing events that matter
The Auckland Business Events Fund was designed as a strategically managed fund. Rather than simply filling gaps left by border closures, it targeted support at events that would deliver measurable value, from boosting visitation to aligning with Auckland’s priority sectors.
From 2021 to 2024 the fund provided financial support at the critical bidding and delivery stages, giving organisers confidence to bring their conferences, conventions, and incentive programmes to Auckland. Members of Tātaki Auckland Unlimited’s Destination Partnership Programme – a programme designed to strengthen Auckland’s destination presence, attract business events and support tourism businesses – were also able to leverage the fund to secure events for their venues, helping reignite activity across the supply chain.
Building capability and confidence
Beyond funding bids and event delivery enhancements, the Auckland Business Events Fund also focused on knowledge and capability building. One standout initiative was the Unleashing the Potential of Business Events Forum, an Auckland Convention Bureau initiative which brought industry, economic development and sector leaders together to explore new trends, share insights, and strengthen collaboration in line with Tāmaki Makaurau Auckland’s business events strategy.
A wide range of events were supported by the Auckland Business Events Fund, bringing academic experts and thought leaders from around the world to Tāmaki Makaurau to foster conversation, learning and long-term legacy impacts.
Events supported ranged from sector-specific summits to global congresses – including the Climate Change and Business Conference 2022, 10th World Avocado Congress, 2035 Oceania Summit, and The 19th International Conference of Women Engineers and Scientists.
This investment in people and partnerships ensured that, even as borders remained closed, the business events industry was preparing to compete and win when international markets reopened.
Legacy outcomes for Auckland
Over its lifespan, the Auckland Business Events Fund supported a portfolio of events that:
- Attracted domestic and international delegates – driving thousands of visitor nights, supporting hotels, restaurants, and venues across the region.
- Aligned with Auckland’s economic aspirations – particularly in high-value sectors such as health, technology, and the creative industries.
- Generated legacy outcomes – from research collaborations and knowledge exchange to international profile for Auckland’s expertise.
- Strengthened Auckland’s reputation – demonstrating that the region can deliver events that go beyond tourism, creating meaningful social and economic impact.
Ken Pereira, Head of Business Events at Tātaki Auckland Unlimited, says the fund played a vital role in ensuring Auckland remained competitive:
“The Auckland Business Events Fund allowed us to secure strategically important conferences at a time when destinations worldwide were competing fiercely. It helped Auckland stay visible, attract high-value delegates, and deliver the kind of legacy outcomes that show why business events matter for the region.”
Partner impact
For Destination Partnership Programme members, the fund provided practical opportunities. Venues and service providers were able to use the fund as a lever in negotiations, helping them secure business that might otherwise have gone elsewhere.
This gave partners confidence in a volatile market, supported jobs across the sector, and maintained momentum during a challenging period for the global events industry.
Brent Spillane, Managing Director of XPO Exhibitions, says the Auckland Business Events Fund was the boost many small and medium-sized businesses needed.
“The programme gave us the confidence to reinvest in a suite of industry expos that continue to deliver strong economic returns for Auckland and New Zealand. Its support helped reignite an entire ecosystem – from organisers and suppliers to venues, hotels and the wider tourism sector. The fund also enabled SME exhibitors to showcase their solutions and reconnect face-to-face with their target buyers.”
A fund that delivered more than recovery
While the Auckland Business Events Fund was born out of necessity during the COVID-19 recovery, its true impact lies in how it set Auckland up for the future. By focusing on strategic outcomes, it ensured that every dollar invested supported not just visitor nights, but also Auckland’s reputation as a world-class business events destination.
The legacy continues
With the fund now closed, its legacy is clear: a stronger, more capable business events sector; international conferences that delivered long-term benefits; and a region better positioned to compete on the global stage.
For organisers, the Auckland Business Events Fund demonstrated that Auckland is not just a place to hold an event – it is a partner in delivering outcomes that matter, from economic growth to knowledge exchange and cultural connection.
“Business events are about more than delegate spend,” says Ken Pereira. “They bring people together to exchange ideas, strengthen relationships, and create legacies that last well beyond the closing ceremony. That’s what this fund helped us achieve for Tāmaki Makaurau Auckland.”
To find out how Auckland Convention Bureau can support your next business event in Tāmaki Makaurau Auckland, contact us at meet@aucklandnz.com.