Air New Zealand Launches Regional Event Sponsorship to Boost Local Tourism
Air New Zealand has launched its new Regional Event Sponsorship programme, designed to support and develop new and emerging events across the 20 regions it serves.
The initiative is designed to promote domestic travel throughout New Zealand, particularly during shoulder and off-peak seasons, while contributing to the growth of the national event calendar.
Kiri Hannifin, Air New Zealand’s Chief Sustainability and Corporate Affairs Officer, said the airline aims to highlight regional creativity and community-driven experiences.
“Our goal is to support local events that reflect the character of their regions and give travellers more reasons to explore. Events like the Hokitika Wild Foods Festival demonstrate the unique and memorable local experiences that can be had. We want to see more events like this across the country—events that bring people together and celebrate regional identity.”
Working alongside regional tourism organisations (RTOs), the programme will provide tailored support depending on each region’s needs. This may include flights, marketing assistance, promotional support, or funding. Each selected event will receive support over three years, allowing for growth and planning certainty.
To launch the programme, Air New Zealand is backing two events:
The Spectacle (Nelson): A running festival combining inner-city energy with off-road adventure, offering events from a mile to 100 miles.
Hamilton Arts Festival Toi Ora ki Kirikiriroa: A showcase of local performing arts staged in Hamilton Gardens and across the city.
By collaborating with RTOs and complementing existing government investment, the programme supports long-term, regionally led event strategies focused on sustainability and community value.
Tourism and Hospitality Minister Louise Upston said the initiative encourages travel beyond traditional hotspots, helping drive local business and economic activity. Transport and South Island Minister James Meager added that the programme supports increased domestic connectivity and regional economic growth.
Priority will be given to events that are new or developing, help drive off-peak visitation, and align with sustainable tourism values, including the Tiaki Promise. Air New Zealand plans to expand the programme further in the coming months.
Event organisers can learn more about the sponsorship opportunity by contacting their local RTO.
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