Hawke's Bay Tourism has been working with businesses in the region to ensure places would be open and offering deals during the tour, especially in the first week of July when many tourists will travel by road through Hawke's Bay between games in Wellington and Auckland.
They would also have representatives in Wellington before the July 1 match to encourage fans to take a break in Hawke's Bay.
"We're going to be talking to people about why they should come to Hawke's Bay," Ms Dundas said.
"Being mainly 40-50 plus aged males they will be into beer, wine and golf.
"They will come for food, wine and exercise."
Winter F.A.W.C! Food and Wine Classic, organised by Hawke's Bay Tourism, also extended its dates to accommodate for tourists from UK and Ireland at the beginning of July and features on the official Lions website, Ms Dundas said.
"July is a quiet month and any additional impetus to get people here in our off-season is a good thing."
New Zealanders have opened their homes to Lions fans struggling to find accommodation in cities where games are being played with a Facebook page set up to help.
This has extended to the regions without matches including Hawke's Bay with numerous offers of beds to tourists passing through.
Hastings resident and avid rugby fan Kerin John is hoping to have Lions followers stay with her.
She went to all North Island regional games during the 2005 tour and hosted 10 British and Irish rugby fans.
Work commitments mean she is unable to attend any games this year but will be watching them on TV and hopes to experience some of the festivities when people stay.
"It was fantastic last time, an Irish girl and Welsh guy who stayed with me met on the tour and ended up getting married.
"We've kept in touch and now they have a little boy."
Another Welsh man stayed with her and later became mayor of Merthyr Tydfil, a small town in Wales, and she visited him on a trip to the UK several years ago.
"Because I'm not going to any regional games I probably won't see a lot of people but I have plenty of room and would like people to stay."
Yvonne and Mark Cooper of Havelock North are hosting five people from England and Scotland for two days in June.
The couple received great hospitality while travelling in Britain a few years ago and, being rugby fans, wanted to offer their home during the tour to repay the generosity, Mrs Cooper said.
They hope to take the tourists to the beach, up Te Mata Peak and cook them a Kiwi barbecue.
The 2017 British & Irish Lions will play 10 matches between June 3 and July 8 on their tour including three tests against the All Blacks.
