Bureau targets convention dollars

'The Lord of the Rings' Hobbiton movie set is popular with visitors. Photo / Supplied

A new convention bureau in Hamilton and covering the Waikato region is set to revitalise the area's conference market.

Under the umbrella of the regional tourism organisation Hamilton and Waikato Tourism, the bureau will directly target convention organisers to bring meetings, conferences and exhibitions to Waikato.

Hamilton and Waikato Tourism chief executive Kiri Goulter said conference delegates spent on average $425 a day when they travelled for business compared to leisure visitors who averaged $117 a day.

"It is big bucks," Ms Goulter said. "Business tourism visitors are a valuable market for the region and ... we believe the potential for this sector in the region is huge."

The convention bureau has been in the pipeline for the past year after a similar organisation was disbanded under the former Tourism Waikato in 2006.

Ms Goulter said the new bureau would work in partnership with the region's business tourism-focused companies including conference and convention facilities, accommodation providers, tourism activity experiences and support services.

Partners included the fledging Claudelands Event Centre and SkyCity Hamilton.

"Experiences" ranged from the world renowned Waitomo Caves to The Lord of the Rings Hobbiton movie set near Matamata.

In all the bureau has 42 partners who pay a fee to be a member of the service, which includes incentive destinations where delegates or their partners can participate in anything from teambuilding and adventure activities to shopping or a trip to the museum.

The bureau, run by Jenny Tukiwaho-Stokes, started operating in July but this week she and Ms Goulter unveiled to industry partners a glossy region planner or guide, as well as a convention section on the Hamilton and Waikato Tourism website.

The two tools would be used to promote the region with the bureau taking a strong domestic focus targeting corporate, association and government sectors.

Australia would also be a target long term.

Ms Goulter said the bureau would aim for 5 per cent of the market share of convention visitors in its first 12 months.

"We looked at similar regions like Dunedin and Nelson.

"Based on the fact that we're starting out, in terms of wanting to grow this sector, the facilities we've got on offer and the scale of city, 5 per cent is what we'd like to see as our benchmark for the first year."

Mrs Tukiwaho-Stokes' role would involve promotional sales visits to conference organisers, bid preparations, hosting of potential clients, and representing the region alongside industry at convention sector trade shows.

Ms Goulter said while there had been a drop in leisure travel following the recession, business tourism was still holding up well.

"Business tourism is just becoming more selective.

"Conferences have been shortened and they are negotiating harder but people are still positive and optimistic."

SkyCity Hamilton had committed $50,000 to Hamilton and Waikato Tourism, a portion of which would go to the bureau.

General manager Arthur Pitcher said he had no doubt SkyCity would see a great return for the entire region.

Claudelands events facilities manager Mark Christie said the conference and exhibition venue would benefit greatly from the bureau.

For more information visit www.hamiltonwaikato.com