Incentives reward local economy
These days, if you’re very, very good at your job expect to be treated like a star. Lavish overseas trips with a top-tier itinerary attached are supplementing the old-fashioned cash bonuses for top performers in the corporate world — and many of them are coming to New Zealand.
Incentives are now a multi-billion dollar industry and one of the world’s fastest-growing systems of corporate rewards and the New Zealand incentive industry is rolling out the welcome mat to a growing number of overseas visitors.
While we all know the value of tourism to the local economy the value of the conference and incentive sector is often overlooked.
As the annual CINZ conference gets underway today in Queenstown, Sue Sullivan, chief executive of Conventions & Incentives New Zealand, is keen to emphasise the value of the sector to the local economy.
She says that conference and incentive delegates are high value visitors, often spending more than leisure visitors.
“We know that following the conference they will extend travel to other regions in New Zealand, and often return in the future with their families.
“Their travel periods are mainly shoulder and off-season, providing a boost for tourism and hospitality operators at quieter times of year. The direct impact of business events reaches into every area of the supply chain – support services, airport, transport, freight and logistics, AV and IT, accommodation, hospitality and attractions.”
CINZ is the official, membership-based association of New Zealand’s conference and business events industry with more than 460 members across a broad range of sectors.
The theme of this year’s conference is ‘Inspiring New Thinking’ and a host of speakers, panels and workshops will tackle topics including incentive events, resilience, leadership, international trends, how to keep the sales pipeline flowing, as well as sustainability initiatives.
While the business events market is hugely competitive globally, New Zealand has established itself as a strong contender and an attractive business events host.
“We are powering ahead with superb new infrastructure,” says Sullivan, “and are high on the consideration list for Australian and international conference organisers.”
She says that at a time when global uncertainty seems the norm, New
Zealand is seen as a safe, secure destination.
Overseas organisations are also attracted by our natural landscape, our built environment, and our unique style of hosting.
“New Zealand is paving the way worldwide with its forward-thinking Tourism Strategy that revolves around our Tikanga values. Our warm welcome - manaakitanga - can't be replicated anywhere else.”
While there aren’t official numbers on those employed in the sector, because it is so broad, Sullivan says the employment possibilities range from entertainment, audio-visual technology and production design, to venue management, hospitality, security, transport, hotels, and attractions.
Many workers in the sector are drawn from an event management or hospitality background.
“Others come straight into the business in frontline roles. There are those that come into management and highly skilled roles via degrees in finance, marketing, human resources, and engineering.”
Although the completion date of Auckland’s Convention Centre is uncertain after last week’s fire, Christchurch’s Te Pae will open next year, while a new Wellington Convention Centre will open in 2022.
“Te Pae Christchurch is committed to the regeneration of Christchurch,” says Ross Steele, general manager Te Pae Christchurch.
ChristchurchNZ estimates that the Canterbury region is missing out on $90 million in economic benefits from the business events market.
He says that the venue is implementing a “purchase local” philosophy, reaching out to Canterbury suppliers in the first instance; and partnering with likeminded local businesses and organisations to maximise opportunities for Christchurch residents, whether it be through training and employment or community support.
“We are also working on sourcing events that support our universities and ChristchurchNZ growth industries and super nodes.”