The sponsorship programme will work with regional tourism organisations (RTOs) to support various types of events such as sport, arts and culture, food and wine, music, heritage or nature-focused gatherings. Air New Zealand aims to help these events attract more visitors and increase their impact by providing tailored support for each region. This may include flights, marketing efforts or financial investment. Selected events will receive a three-year commitment from the airline.
To launch the programme, Air New Zealand is initially supporting two major events: The Spectacle in Nelson—a running festival combining city road running with trail running—and Hamilton Arts Festival Toi Ora ki Kirikiriroa in Hamilton—an event highlighting performing arts at venues including Hamilton Gardens.
By collaborating with RTOs and complementing government investment in regional events, Air New Zealand seeks to contribute to sustainable long-term event strategies throughout New Zealand.
Tourism and Hospitality Minister Louise Upston expressed her approval for the initiative.
"We've been laser-focused on growing tourism in New Zealand and one way to do this is to encourage people to explore beyond the main tourist centres.
"It means more visitors spending money in local cafes, businesses and accommodation providers, driving economic activity in our regions."
Transport and South Island Minister James Meager added his support:
"This programme is a win for New Zealand's regions. I welcome all efforts to encourage greater domestic travel and connectivity.
"This sponsorship will help give regions a boost to its visitor numbers – which we know will bring positive flow-on effects for the local economy – and aid our overarching goal of economic growth nationwide."
The airline says it will focus on new or emerging events that can draw visitors outside peak seasons while aligning with sustainable tourism principles such as those outlined in the Tiaki Promise. The aim is for these sponsored events to benefit both visitors and host communities.
"This is just the beginning. Air New Zealand will continue to roll out support across Aotearoa, with more regions set to benefit from the programme in the coming months," says Hannifin.
Event operators interested in applying can contact their local RTO for further information.
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