Backing our backyard: Air New Zealand launches Regional Event Sponsorship programme

The airline has today launched the Air New Zealand Regional Event Sponsorship programme, designed to support and scale up new and emerging events in each of the 20 regions it flies to.

The new initiative aims to support and promote domestic travel right across the motu, as well as support the collective effort to keep building New Zealand's event calendar, particularly during shoulder and off-peak seasons.

Air New Zealand's Chief Sustainability and Corporate Affairs Officer Kiri Hannifin says the airline is proud to play a part in backing regional creativity and ambition.

"Our goal is simple. We want to back brilliant local events that deserve the spotlight. These events not only celebrate the spirit of their regions, but they also give people another reason to visit, explore, and stay a little longer. Events like the Hokitika Wild Foods Festival are a perfect example – authentically local, proudly unique, and unforgettable. We want to help create more of these all over the country. The kind of events that bring communities together and showcase the best of Aotearoa."

Working in partnership with regional tourism organisations (RTOs), the sponsorship programme will support events in regions across the country. These events may be focussed on sport, arts and culture, food and wine, music, heritage or nature. The airline is backing events that regions across Aotearoa are proud to showcase – helping them draw more visitors, extend their reach, and grow their impact.

Support will be tailored to each region. From flights, to marketing and promotional activity, or investment, the selected events will receive a three-year commitment, offering certainty and room to grow.

To kick things off, Air New Zealand is launching the programme with support for two standout events:

•  The Spectacle (Nelson) – An unforgettable running festival in Whakatū Nelson, uniquely uniting the high-octane energy of inner-city road running with the adventure of trail running, showcasing events from the mile to the 100 mile.
•  Hamilton Arts Festival Toi Ora ki Kirikiriroa (Hamilton) – A stunning programme of performing arts, showcasing local talent and creating unforgettable moments in the award-winning Hamilton Gardens and across the city's venues and open spaces. 

A collaborative and community-first approach

By working with RTOs, who know their regions best, and complementing investment made by Government in regional events, Air New Zealand is ensuring this initiative boosts existing efforts to develop sustainable, long-term event strategies across Aotearoa. 

Tourism and Hospitality Minister Louise Upston was thrilled with the initiative to encourage more visitors out to the regions.

"We've been laser-focused on growing tourism in New Zealand and one way to do this is to encourage people to explore beyond the main tourist centres.

"It means more visitors spending money in local cafes, businesses and accommodation providers, driving economic activity in our regions."

Transport and South Island Minister James Meager added, "This programme is a win for New Zealand's regions. I welcome all efforts to encourage greater domestic travel and connectivity.

"This sponsorship will help give regions a boost to its visitor numbers – which we know will bring positive flow-on effects for the local economy – and aid our overarching goal of economic growth nationwide."

The airline will prioritise events that are new or emerging, help stimulate visitation outside peak periods, and align with the principles of sustainable tourism and the Tiaki Promise. The goal is to support events that create value not just for visitors, but for the communities that host them.

"This is just the beginning. Air New Zealand will continue to roll out support across Aotearoa, with more regions set to benefit from the programme in the coming months," says Hannifin.

Event operators in Aotearoa can find out more about how to apply by contacting their local RTO directly.

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