‘We’re on a roll’: Events sector booming in Hamilton

Friday, 3 July 2026

A controversial decision to build an events centre 15 years ago is paying off as Hamilton finds itself in prime position to bring in big business bucks.

Hamilton City Council destinations general manager Sean Murray says recent announcements of plans for two new CBD hotels, coupled with stronger government backing for business events, puts the city in its strongest position yet to compete for major conferences and exhibitions.

'We've already received conference bookings that we wouldn't have received otherwise,' Murray told The Waikato Times.

'For a long time, the biggest barrier has been accommodation. We simply haven't had enough commercial hotel rooms.

“So that's quite exciting for us, as are other developments in the CBD.’’

Business events are among the tourism sector's biggest economic contributors, with conference delegates spending an average $426 a day on accommodation, hospitality and local services—substantially more than other visitors.

'It's a significant amount of money flowing through to local businesses,' Murray says.

The Government's latest tourism Policy Statement has also reinforced the sector's importance.

The Government’s Tourism Policy Statement released at the end of June, sets out a “New Zealand Inc.,” approach with central government, local government, iwi, communities and industry all working together.

“It’s all about managing growth over the next decade, so growth will look different for each region. I know from first-hand experience that Hamilton and the wider Waikato have a strong commitment to growing tourism and I look forward to working with its leaders and stakeholders,” Tourism Minister Louise Upston says.

Essentially, it means the Government will focus on international marketing and reducing red-tape, while local authorities are expected to build or invest in the facilities, venues and related infrastructure, with industry players owning the experience products and workforce training.

'It gives us confidence that government agrees with what we're doing,’’ Murray told the Waikato Times.

For Hamilton, its facilities strategy, which also comprises FMG Stadium, Seddon Park and Hamilton Gardens, has centred on the Claudelands Event Centre, which was built for $68.5m 15 years ago, despite criticism over its cost.

At least six national-scale conferences are confirmed for the venue for the remainder of 2026.

“We’re on a roll,’’ Murray says.

Beyond that, Murray's business development team is bidding for conferences scheduled for 2027, 2028 and 2029, targeting major 'anchor events', which will be on the same scale as the recent Homegrown music festival and capable of delivering repeat visitation and long-term economic benefits.

Waikato Chamber of Commerce events and marketing manager Rebecca Aston says the chamber is hearing positive feedback from businesses about both the Claudelands facility and the opportunities it creates.

“From the Chamber's perspective, business events are an important driver of economic growth.’’

The Government’s statement also initiated a review of the events system to strengthen strategy, coordination and public value.

“The Government expects that the review will highlight ways for business events to be leveraged even more to grow the value of tourism, including for cities like Hamilton,’’ Minister Upston says.