WOW brings $30m boost to city
Tuesday, 23 January 2024
The World of WearableArt competition drew thousands of people to the city in 2023 giving Wellington a much needed economic boost.
Last year’s WOW show contributed $30 million to the region’s economy, says Wellington NZ general manager of events and experiences Heidi Morton.
At the time, The Post reported the capital’s hospitality industry was “languishing,” with expected spikes from FIFA Women’s World Cup and Wellington on a Plate not as large as venues had hoped for.
Morton said the fashion show continued to capture audiences with its uniqueness and sparkle, remaining an original and “must-see event”.
“The WOW season is a highlight on Wellington’s cultural calendar – not only is it spectacular but last year attracted 600 international visitors. Together with more than 31,000 visitors from all over New Zealand, they dined in our restaurants, stayed in our hotels and shopped in our retail outlets ultimately benefiting a wide range of people.”
The event began in Nelson in 1987 and moved to Wellington in 2005.
The WellingtonNZ evaluation showed that the majority of locals who attended WOW believed that the capital hosting the show improved their pride in the Wellington region, underlying the value the city had in hosting major events.
World of Wearable Art chief executive Meg Williams said the three week-event attracted about 60,000 people, with over half of the attendees coming from outside the Wellington region.
Visitors spent 67,247 nights in the area, and spent more than $19m inside the capital during their stay.
An economic evaluation by tourism investment programme Fresh Info found each visitor spent about $287 a night on accommodation.
They also spent about $646 on food, drink, and entertainment a night, with the gross total economic contribution $30,313,656.
Williams said WOW was proud of the role the event played in boosting the capital’s tourism, and in showing all the special creative stuff the city had to offer.
“Throughout the season hoteliers, retailers and restaurateurs were telling us what a buzz and boost WOW brings and it’s great to have that feedback reinforced by this fantastic economic impact result.
“We take great pride in delivering to this wonderful city economically as well as creatively, and know our visiting audience absolutely love their time in Wellington,” she said.