Northland conference initiatives coming up trumps

28 August, 2006

DESTINATION NORTHLAND : MEDIA RELEASES 2006

Northland's efforts to capture a larger share of the lucrative conference market are winning not only new business for the region but also the attention of some of the most influential players in the tourism industry.

Northland has been named as the venue for next year's ITOC (Inbound Tour Operators Council) conference. Inbound tour operators are the biggest single group of suppliers for international visitors to the region.

Destination Northland general manager Robyn Bolton said Northland won the ITOC conference in a competitive bid against Queenstown, signifying the region's coming of age as a conference destination. The ITOC conference was last held in Northland at least 13 years ago.

Northland has also secured the annual Conventions and Incentives New Zealand conference for the first time. This event, attracting professional conference organisers and other convention suppliers, will be held in Waitangi this October.

Ms Bolton said opportunities to host “sellers” in Northland were invaluable. “Delegates get to experience first-hand what Northland has to offer – in terms of accommodation, dining and activities – and then return to their various roles and sell the region with enthusiasm to their clients.

“I think they will be surprised and impressed by some of the changes that have taken place in Northland in recent years.”

Other important national conferences to be held in Northland over the past two years include the annual i-Site conference and the Motel Association of New Zealand (MANZ).

Ms Bolton said more than $80 million in tourism investment will see a total of 450 new rooms built in Northland by the end of 2007. A new conference centre catering for up to 120 people has opened at Haruru Falls Resort, while a new restaurant and conference room opened recently at Waipu Cove Resort.

In addition, a number of new activities and services have been established – some specifically for the conference market – and the arrival of new chefs in the region has helped to lift the level of dining experiences available.

The Northland Tourism Strategy of 2003 highlighted the potential to earn more revenue during what is traditionally the quietest time of year for Northland tourism businesses.

Nationally, conferences, incentives and meetings generate about $1 billion a year. Conference delegates have a higher average daily spend than leisure tourists and, along with those hosting the events, the economic benefits also reach bars, cafes and restaurants, shops, activities, transport operators and other suppliers.

Ms Bolton said some of the region's major conference venues have experienced increases of up to a third in conference-related business over the past 12 months.

At Copthorne Hotel and Resort Hokianga, Pip Lloydd notes: “Prior to 2006, the corporate clientele was minimal for us – it was predominantly Government departments and groups with small budgets.

“The spend per person has increased hugely and there are far more spin-offs for our area – our conference groups now include activities with local tourist operators included in their programmes.”

Northland's drive to win more of the conference market has included the formation of the Northland Conference Marketing Collective early last year and the launch of Northland's first-ever conference and meeting planner.

Since then, Destination Northland has led a range of activities to promote the region, including representation at trade events for buyers and sellers of conference-related products, along with training seminars for Northland operators.