Marlborough’s Business Events Sector is on the up
Destination Marlborough’s increased business events focus is paying dividends already, says General Manager Tracy
Johnston.
“In the last six months alone, we brought 25 business event planners here to see first-hand how our region can
successfully deliver business events.” The response has been overwhelmingly positive, with many of these professional
conference planners becoming advocates for Marlborough to their corporate clients.
“As a result of these visits the New Zealand Bar Association has announced they’re bringing 150 delegates here in
September, and another association will announce Marlborough as their 2018 conference venue later this year.”
There are many opportunities coming up where Marlborough will be showcasing the region to key industry partners and
businesses. “For example we’re heading to Wellington this week to a Conference Expo that brings together over 750 buyers
and industry influencers looking for business event solutions. We will be joined by The Marlborough Lodge, Scenic Hotel
Group and the ASB Theatre.”
Successful conference delivery takes a team approach. Local venues, services, accommodation, transport and activity
providers are stepping up to work seamlessly together to support the regional effort. The new Marlborough Brilliant Business Events Planner, which is being launched this week has grown in pages by 25% through increased buy-in from local providers.
Mayor John Leggett says it’s great to see progress already. Six months on and the benefit of having a dedicated business
development manager pushing Marlborough’s conference and incentives sector is already delivering results. “Marlborough
has to compete against other regions, so every bid that Destination Marlborough puts together has to be Marlborough’s
very best conference solution, based on the particular needs of that event organiser.”
A delegate attending a business event is worth twice that of a leisure traveller to the region. With an average delegate
per night value of $439, the return on investment for each business event is high.
A three-night 150-delegate conference is worth almost $400,000 to the Marlborough economy, and that money gets spread
around the district through transport, food, retail accommodation and tourism facilities.
Destination Marlborough is also positioning Marlborough as an ideal incentive destination. Incentives are rewards for
sales teams, valued customers or corporate retreats. Attracting these small high-spending groups to Marlborough is
something the region is working to grow.
Marlborough’s national profile in the sector is also growing. This year’s New Zealand Conference Planner has grown from
three pages on Nelson and Marlborough to nine pages of dedicated Marlborough content and imagery. Marlborough was also
the destination cover story in Meeting Newz, a national magazine targeted toward business event planners last month.
Destination Marlborough’s Business Development Manager Nikki Roche attends regular sales trips to Auckland and
Wellington to introduce Marlborough as a future conference destination, and to identify key individuals to invite to
visit the region.
In June a delegation from Marlborough will participate in MEETINGS, a two-day trade show in Auckland which brings
together conference and incentive buyers from across New Zealand and Australia. For the first time ever Marlborough will
host a group of eight Australian buyers for a regional visit prior to the Show.
ends