What we (Hamilton & Waikato Tourism) do
We grow the value of the visitor economy for the mighty Waikato. Our work covers five key areas: destination marketing, business events, industry support, major events and destination management. Operators and partners deliver the visitor experiences; our role is to promote, connect, support and represent them.
Destination marketing
We position the Waikato as a place to visit, stay longer and explore more. We run campaigns under the Mighty Waikato consumer brand, manage waikatonz.com as the region's main visitor and industry website, and promote the region through social media, newsletters, media hosting and travel trade. We leverage the region's best-known attractions to draw visitors further into all four districts.
The Government's Tourism Policy Statement identifies domestic marketing as a role led by local government and its agencies, including RTOs. It focuses on promoting the events and experiences that encourage New Zealanders to travel more often, especially in off-peak periods.
Business events
Our convention bureau promotes the Waikato as a destination for conferences, meetings and incentive travel. We provide regional bids for events, host event organisers and work with venues to grow the volume and value of business events in the region.
Supporting the tourism industry
We help local tourism businesses build capability and reach new markets. This includes one-on-one support for operators, an annual industry symposium, helping operators become trade-ready, and access to visitor data and insights. Our Membership programme gives operators additional visibility and opportunities.
Major events
We support events that bring visitors into the region – this may include data/insights, letters of support or connections to venues and suppliers. When a major event is hosted in the region: we ensure the region is highlighted in the event collateral and media reach; we provide messaging to encourage event attendees to spend more time exploring our region; we work with the visitor sector to ensure they are ready to welcome the event attendees.
HWT was the lead entity for the Thermal Explorer Regional Events Fund, a $3.75 million government investment for the Waikato, Rotorua, Ruapehu and Taupō regions, which helped develop new events and enhance existing ones.
Destination management
We led the Waikato Destination Management Plan, adopted in June 2022. It sets a shared direction for tourism developed with communities, iwi, industry and government. The Tourism Policy Statement gives local government and its agencies the lead on destination management and place-based planning, and the Plan is how we deliver that role for our four districts. It has six priority areas:
Collaboration, partnerships and leadership
Product and experience: protection, enhancement and development
Visitor infrastructure and investment
Capability building
Targeted marketing
Regenerative and sustainable tourism
Representing the region
We represent the Waikato's tourism interests with central government, Tourism New Zealand and at national and international industry events, and we give the sector a coordinated regional voice when it faces challenges, such as COVID-19 and cyclone recovery.
Our team maintains relationships with Tourism New Zealand, Tourism Industry Aotearoa, Business Events Industry Aotearoa, airlines, travel trade, media, event buyers and neighbouring RTOs. Tourism New Zealand works with RTOs on offshore activity such as trade events and famils, which is how Waikato operators are included.
Recent examples of our work (2025–26)
One Flight campaign: working with central government, neighbouring RTOs, Jetstar and industry partners, we positioned Hamilton Airport as a gateway for Australian visitors into the central North Island. The campaign generated an estimated $5.4 million in visitor expenditure, an indicative return of $11.70 for every government dollar invested, and was a finalist in the Marketing category of the 2026 Waikato Chamber of Commerce Business Awards.
Operator support: we supported 41 businesses with development discussions and provided 14 letters of support for operators seeking investment or funding.
New investment: we supported significant regional developments, including The Clements and Pullman hotels.
Business events: our activity contributed to international conference wins, and ongoing buyer engagement keeps the Waikato in consideration for future events.
National advocacy: we advocated nationally on issues affecting Hamilton Airport's international operations.
Read the Destination Management Plan snapshot