The Bay of Plenty’s tourism sector is set to receive a significant boost, thanks to a targeted investment from the Government designed to help regions recover from the impacts of severe summer weather. An $800,000 national funding package has been announced by Tourism and Hospitality Minister Louise Upston, with $10,000 specifically allocated for an autumn business-events marketing campaign in the Bay of Plenty.
The initiative aims to rebuild visitor confidence and support local operators who faced significant disruption following the January storms. For the Bay of Plenty, the funding will be managed by Tourism Bay of Plenty, the region’s destination marketing organisation, to attract more business events, conferences, and corporate meetings to its coastal areas.
This strategic push is particularly focused on bolstering the region’s visitor economy during the traditionally quieter off-peak season. By attracting corporate visitors, the region hopes to create a more resilient and sustainable tourism industry that benefits local businesses year-round, from accommodation providers to retailers and restaurants.
A new strategy for business events
The new funding aligns with Tourism Bay of Plenty’s recently launched business events strategy, titled 'Out of the Boardroom and Into the Blue'. The strategy aims to position Tauranga and the wider Western Bay of Plenty as a premier destination for corporate functions by showcasing its unique natural and cultural assets.
Tourism Bay of Plenty destination head, Mary Tolley, says the strategy moves beyond conventional conference facilities by emphasising experiences that are both professionally rewarding and personally rejuvenating.
We have a new business events strategy, Out of the Boardroom and Into the Blue, which successfully positions Tauranga and the Western Bay of Plenty as a high-performing destination. Our main point of difference is that we extend beyond traditional conference venues by highlighting people, place, and purpose to create experiences that inspire, rebalance and deliver meaningful business outcomes.
Ms Tolley explained that the $10,000 grant will directly support a targeted campaign built on the core pillars of the strategy: 'Culture and Manaakitanga', 'Ocean and Wellness', and 'Food and Flavour'. These pillars serve as a framework for showcasing the region's distinct character, inviting event organisers to imagine how a conference in the Bay of Plenty can offer more than just a meeting room.
By centring Manaakitanga (a Māori concept of hospitality, respect, and care), the region hopes to offer a deeper, more meaningful visitor experience. This, combined with the appeal of the pristine coastline and a burgeoning culinary scene, creates a powerful drawcard for organisations looking to inspire their teams.
Focus on Mount Maunganui recovery
A key priority for the upcoming campaign will be driving visitor traffic and spending towards Mount Maunganui. The popular beachside suburb, home to a vibrant community of retailers and eateries, has been identified as an area in need of direct support to aid its recovery from the January weather event.
Ms Tolley confirmed that Tourism Bay of Plenty is already in the planning stages for the autumn marketing activation. “We will move swiftly,” she says, highlighting the urgency of the recovery effort. The organisation is working in close collaboration with Mount Mainstreet to develop initiatives that will encourage conference delegates to explore the area's local businesses.
“One of the initiatives, tied to this funding, will be to ensure conference delegates have bespoke reasons to include Mount Maunganui retailers and eateries in their business event itineraries,” Ms Tolley says. This could involve creating curated local guides, special offers for delegates, or promoting unique local experiences that can be integrated into a conference schedule. The focus is on providing tangible benefits to the businesses that have felt the economic impact of reduced visitor numbers, like those who flock to gather at the Mount for events throughout the year.
Wider national investment in tourism
The funding for the Bay of Plenty is part of a much larger national recovery effort. Minister Upston confirmed that the more than $800,000 investment extends to infrastructure repairs for key tourism assets, particularly the Ngā Haerenga New Zealand Cycle Trails.
Several Great Rides will receive substantial funding for repairs after being damaged in recent weather events. An initial $300,000 is allocated for safety work to reopen the Hauraki Rail Trail, while $110,000 will go towards repairing a 50km stretch of the Waikato River Trail. Further south, Tasman’s Great Taste Trail will receive almost $427,000 to restore damaged sections, bringing the total Government investment in that specific trail’s repairs to just over $2 million.
According to the Minister, these cycle trails are a cornerstone of regional tourism, attracting more than two million users each year and contributing an estimated $1.28 billion to regional economies. The investment underscores a long-standing partnership between central and local governments and their communities, ensuring these valuable assets can continue to operate safely. The promotion of business events is a growing focus for many destinations, with cities in Australia also looking to leverage their events calendars for economic growth.
A strategic move for long-term growth
While the immediate goal is recovery, the funding and new marketing campaign also represent a strategic investment in the Bay of Plenty's long-term economic health. Attracting the business events market, which includes conferences, seminars, and corporate retreats, is crucial for building a year-round visitor economy and reducing reliance on the peak summer season.
Business delegates often have a higher per-person spend than leisure tourists and their visits can showcase the region to a new and influential audience. As noted by Tourism New Zealand, business events can lead to return visits for holidays and can attract talent and investment to the region.
With the new funding now secure, Tourism Bay of Plenty is moving quickly to translate its strategic vision into a concrete marketing campaign. Ms Tolley says the organisation is focused on delivering an autumn activation that not only boosts foot traffic in the short term but also cements the Bay of Plenty’s reputation as a leading destination for inspiring and effective business events.
