New Zealand’s government is rolling out a NZ$70 million ($40m) package to “energise” the events sector and attract big-name artists to the country.
IQ said the funding, which will be distributed over the next two years, includes NZ$40 million to secure large-scale international events from 2026 and NZ$10 million to support existing events and attract international opportunities.
The cash injection has been welcomed by stadia and arenas across the country, including Eden Park in Auckland.
Tourism and Hospitality Minister Louise Upston says the package will drive economic activity and confidence across New Zealand.
She said, “Major events, whether they are sports showdowns, the world’s most popular artists or well-loved favourites, can be a bonanza for the cities and regions which host them, supporting local jobs and incomes in the hospitality and retail sectors and beyond.
“That’s why we are significantly increasing Government investment in the events sector and opening it up to a wider range of opportunities, including concerts which haven’t previously been eligible for funding.
“This $70 million events and tourism investment package is about energising the events sector. The investment will allow New Zealand to compete with Australia to host big acts and will give international visitors even more reasons to come and explore New Zealand, while also encouraging Kiwis to get out and about.”
Prime Minister Christopher Luxon admitted that New Zealand has not been doing enough to attract the biggest names in music and entertainment.
The likes of Taylor Swift, Lady Gaga, Oasis, Green Day, Katy Perry and Kendrick Lamar have bypassed the country on their latest tours.
The package includes:
- NZ$40 million Events Attraction Package to secure large-scale international events from 2026.
- NZ$10 million Events Boost Fund to support existing events and attract international opportunities.
- NZ$10 million Regional Tourism Boost Campaign to incentivise international visitors.
- Up to $10 million for tourism infrastructure upgrades including cycle trails.
Eden Park Chief Executive Nick Sautner said the fund is a vital step in keeping New Zealand competitive.
He said, “Last year Eden Park secured consent to host up to 12 concerts featuring six artists. That consent gives us the flexibility to have conversations with international promoters. This new funding pool will now allow New Zealand to compete head-to-head for the world’s biggest artists and events.
“New Zealanders deserve a wide variety of entertainment offerings. Events that provide escapism, bring people together, and create memories that last a lifetime. What’s more, international artists leave as advocates for New Zealand. This gives us confidence in our discussions with promoters and event organisers about the potential of New Zealand as a destination.”
As New Zealand’s largest stadium, Eden Park is uniquely positioned to host global events of scale. With Australia’s eastern states actively competing for content and providing seed funding to secure it, the Government announcement will go a long way to ensuring New Zealand remains competitive.
Sautner said, “Every dollar spent on a ticket to a global event at Eden Park is a dollar spent in New Zealand’s economy. What we are seeing now is Kiwis earning $5,000 here and spending it in Australia. We want them to spend it here supporting local jobs, businesses and our wider economy.
“Eden Park also looks forward to working alongside Government to ensure the fund achieves its objective of attracting events that drive economic growth.
“To make the most of this fund, we need to secure the right event for the right stadium. That’s why supporting the contestable fund with a clear national stadium strategy is critical.”
Eden Park is already planning for a decade of global events including the 2026 Indian men’s cricket tour, the 2027 Women’s British & Irish Lions Tour, the 2028 ICC Men’s T20 World Cup, and the 2029 Men’s Lions Tour.
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