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Chapter 7 Governmental Approach to Major Events in New Zealand

DOI: 10.23912/978-1-911396-91-8-4187

ISBN: 978-1-911396-91-8

Published: September 2019

Component type: chapter

Published in: Event Portfolio Management

Parent DOI: 10.23912/978-1-911396-91-8-4260



For the past 20 years, New Zealand, a country relatively remote in geographi- cal terms, has been actively communicating with the international visitor market in order to construct a global brand for the country. As a tourist destination, New Zealand offers an impressive range of natural and cultural attractions, out- door activities, urban tourism and a diverse event calendar. In 2017, the country welcomed 3.7m visitors, with the market forecast to grow by 7.5% in 2018. The active role of the Government in the visitor economy makes New Zealand an attractive investment destination. Extensive marketing campaigns, significant expansion of transport connections, private investment in infrastructure and the hotel sector indicate that New Zealand will continue its sustainable tourism growth over the coming years. Major events have been recognised as a powerful and successful instrument that can brand the country directly to the target audience. The ever-increasing numbers of international event visitors to New Zealand, as well as recent success in securing bids for such large-scale international events as 2011 Rugby World Cup, 2015 ICC Cricket World Cup, 2015 FIFA U-20 World cup and 2017 World Master Games, demonstrate the relevance of the employed strategy. This chapter reviews a national event portfolio approach in New Zealand. The approach is characterised by a strong top-down orientation, where the Govern- ment plays the leading role in determining current economic and socio-cultural objectives for the major event industry, implementation of the national event strategy and evaluation of the investment in major events. The data for this chap- ter have been collected by document selection and analysis and by interviewing several industry experts.

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Antchak, Ziakas & Getz, 2019

Antchak, V., Ziakas, V. & Getz, D. (2019) "Chapter 7 Governmental Approach to Major Events in New Zealand" In: Antchak, V., Ziakas, V. & Getz, D. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-911396-91-8-4187


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Published in Event Portfolio Management

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