Business Events Industry Aotearoa (BEIA) is calling for business events to be recognised as New Zealand’s “silent strategic economic and intellectual asset”.
Ahead of the New Zealand general election in November, BEIA is calling on the next government to use the business events sector more deliberately as a strategic economic and intellectual asset for New Zealand.
The business events sector has been measured primarily through visitor spend, hotel nights and regional dispersal for many years – outcomes that Business Events Election Year 2026 indicates “remain important.”
BEIA chief executive Lisa Hopkins said the November election presents an important opportunity to ensure the value of business events is understood by those shaping New Zealand’s future.
“However, leading destinations increasingly view business events as a platform for economic growth, international influence, knowledge exchange, innovation and investment attraction,” she said.
“Business events bring together decision-makers, researchers, investors, entrepreneurs, academics and industry leaders. When aligned with national priorities, they become a mechanism for accelerating trade, attracting talent, strengthening capability and building international relationships.”
The paper argues that these wider benefits present a significant opportunity for New Zealand to leverage business events more deliberately as part of its economic development strategy.
“Business events are already generating considerable economic value,” Hopkins said.
“The opportunity now is to build on that contribution by using them more strategically to support New Zealand’s wider economic priorities.
“This is not at the expense of the tourism and hospitality benefits generated by events, which are already substantial.
“The question for New Zealand is no longer whether business events matter. It is how they can be used more strategically to support national priorities and long-term economic growth.”
One of New Zealand’s largest business events, Fieldays, is a strong example of how the sector can support economic growth, international engagement and knowledge exchange.
Held in June, Fieldays 2026 featured more than 1,100 exhibitors (including 74 international exhibitors from 14 countries), and welcoming 35 ambassadors, consuls-general and trade commissioners.
Richard Lindroos, New Zealand National Fieldays Society’s CEO, says Fieldays shows firsthand that business events are about much more than attendance.
“They create environments where industries connect, innovation is showcased, knowledge is exchanged, and relationships are formed that lead to long-term business growth,” he said.
“Fieldays brings together farmers, researchers, innovators, exporters, policymakers and businesses from New Zealand and around the world. Those connections spark new ideas, accelerate the adoption of technology, open export opportunities and strengthen one of New Zealand’s most important sectors.
“Business events have the power to influence industries, shape future thinking and create lasting economic and social impact. Recognising and leveraging them as strategic assets, is an important shift in thinking, because the benefits extend well beyond the days an event is held.”
