Central events receive national promotions funding boost

A number of Central Otago-based events will be able to ramp-up their promotion as successful recipients of additional funding from the MBIE Regional Events Promotion Fund.

Yesterday the Honorary Matt Doocey Minister of Tourism announced the list of 132 regional events that will receive funding designed to help attract more New Zealanders to the regions through the year, with 11 Central Otago events making the list.

Events were selected on their ability to encourage domestic visitors, to explore beyond the main centres, which will help support a more year-round sustainable tourism and hospitality sector.

“We are absolutely thrilled that eleven local events have been successful in this first funding round,” Head of Destination for Tourism Central Otago Anthony Longman, said.

“It is particularly exciting to see new and recurring events such as The Goldrush multisport event, Lake Dunstan Trail Marathon, a refreshed Roam Central Otago event from Central Otago Winegrowers, and new events at Highlands Motorsport Park, plus longstanding events such as the Alexandra Blossom Festival and the Cromwell Half Marathon getting this financial boost to increase attendance.”

Event organisers were not eligible to apply directly to the fund and applications had to be made through the local Regional Tourism Organisation (RTO).

Tourism Central Otago, as part of Central Otago District Council (CODC), worked with organisers where their specific event met the fund criteria that would enable them to complete an application.

Events had to be ticketed or paid-registration events and held outside the peak summer season. Events had to co-fund at least 50% of promotion costs and were weighted higher when they aligned with the regions Destination Management Plan.

Terry Davis of Terry Davis Events said: "It's awesome to have this funding to boost our marketing for this first edition of the Fresh Choice Lake Dunstan Trail Marathon. The event is built around giving back to the Southern Lakes Trail Trust and our community by attracting visitors to our amazing region.

“The great work that the team at Tourism Central Otago does for the region to ensure we can access opportunities such as this cannot be underestimated."

Each successful event will now enter into an agreement with CODC to ensure that the funding is applied as intended and to meet the accountability requirements of MBIE.

Applications to round two are expected to open in March 2025 to ensure events scheduled for July and early August 2025 can benefit from additional promotion.