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.

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