The new activity follows a year of continued expansion of the Business Events team - with the new team of 14 in 6 offices now promoting NZ's unique meeting, conference and incentive travel offering.
"Tourism New Zealand's presence at key trade events over the coming months is part of our commitment to growing the New Zealand Business Events profile in the international sector," says TNZ's International Business Events Manager Bjoern Spreitzer.
The first event of the year will see Tourism New Zealand join forces with Conventions and Incentives New Zealand (CINZ) on a 100% Pure New Zealand stand at AIME 2014 (Asia-Pacific Incentives and Meetings Expo) in Melbourne, 18-19 February.
As the must attend industry event in the Asia-Pacific region, AIME will provide a valuable platform from which to promote New Zealand as a business events destination using the '100% Pure New Zealand - Beyond Convention' marketing campaign.
In April, Tourism New Zealand is set to embark on its third Business Events Roadshow into China. Key industry, including destination management companies, convention bureaus and operators, will head into market with Tourism New Zealand, where they will meet qualified incentive agents, conference planners and corporate end users from Shanghai and Beijing through structured business sessions and will meet key decision makers during networking dinners to maximise business opportunities.
"The China Roadshow is a key part of Tourism New Zealand's strategy to engage with the lucrative Chinese business events sector and is central to our work to portray New Zealand as a high-end destination.
"Industry will also attend the IT&CM (Incentive Travel & Convention, Meetings) tradeshow which will provide another business platform to meet potential buyers," says Bjoern.
IMEX Frankfurt kicks off in May where Tourism New Zealand, along with industry will have a presence.
Industry partners will be attending three days of pre-scheduled appointments and over 150 educational sessions providing face-to-face introductions with key decision makers from around the world.
"Key industry from across New Zealand will be joining us at each of the events -providing them valuable networking opportunities, while also offering them the chance to learn from event attendees how to cater to their specific market requirements."
"Our trade engagement continues to be supported by on-going Business Events activity including our management of the Conference Assistance Programme (CAP) which has seen us secure 6 bid wins since July 2013," says Bjoern.
In September last year Tourism New Zealand re-launched its Business Events website -www.businessevents.newzealand.com
The site continues to be enhanced - with testimonials, an online CAP application form, updated contacts and resources pages, and profiles of upcoming conferences being added, as well as the site a being translated into a simplified Chinese version earlier this year.
The first of the 100% Pure New Zealand - Beyond Convention campaigns were released late 2013, and continue to be live in the key markets of North America, Australia, China, South Asia and India. Advertising activity is targeting conference and incentive decision makers as well as global association magazines.
"In 2013 Tourism New Zealand received additional funding to significantly increase its presence in the conference and incentives space. We are now well underway with a stream of activity to achieve our goal of attracting more high- value delegates to New Zealand," says Bjoern.