Conference market has potential for Northland tourism operators

2 August , 2004

DESTINATION NORTHLAND : MEDIA RELEASES 2004

Northland tourism operators are taking a combined approach to the conference market in an effort to attract extra business during the low and shoulder seasons.

Regional tourism agency Destination Northland has organised a seminar on August 11 to explore the potential of the conference market, with the intention of forming a Northland conference marketing collective.

Nationally, the conference, meetings, events, exhibition and travel incentive industries have a combined annual value of more than $260 million.

"The Northland Tourism Strategy, launched last year, highlighted the potential of the conference market to address seasonality issues," says Destination Northland manager Robyn Bolton. "The main conference season is April to October - traditionally the quietest time of year for tourism businesses."

Presenters at the seminar will include the chief executive of Conventions & Incentives New Zealand, Alan Trotter.

Destination Northland and six Northland tourism operators recently attended Meetings 2004 in Christchurch , an annual trade show for the conference, meetings, events, exhibition and travel incentive industries.

Mrs Bolton says "buyers" taking part in Meetings 2004 came from around New Zealand , Australia , the United States and Asia .

"There was heightened interest from the Australian buyers since last year, and at all levels, there was a distinct feeling that they have done the standard Queenstown, Christchurch, Auckland and Rotorua areas and are looking for something fresh and interesting."

Changes have also been noted in the domestic market, the strongest source of conference income for Northland. "Northland's conference business previously came mainly from the Auckland corporate market.

"However, the region now boasts a new 500-seat conference centre at Waitangi , which has increased enquiry levels for association-based conferences and is credited with bringing Northland back on to the national circuit," says Mrs Bolton.

"Although conferences are generally held at a single venue, once guests are in the region, there are benefits for many accommodation providers, bars, cafes and restaurants, shops, activities, transport operators and other suppliers."