Auckland aims to almost double the economic spinoff for the business events industry to $430 million industry by 2023.
The plan launched today, has been developed by Auckland Convention Bureau - part of Auckland Tourism, Event and Economic Development (ATEED).
Conventions, meetings, seminars, conferences, trade shows, exhibitions and incentive travel are estimated to be worth $236m a year at present.
"Auckland's business events journey is at a pivotal stage. The Government is investing more in the sector nationally, Auckland is bidding for and securing more international conferences and plans are underway for the development of the New Zealand International Convention Centre, which will enable us to host global events of up to 3,500 delegates," said Ateed chief executive Brett O'Riley. .
It is expected that growth would be strongest in the multi-day conference segment at 9 per cent per year and in international demand at 8.5 per cent.
Business events already play an important role in reducing tourism seasonality - where visitors are concentrated in the seven months around summer - and the aim is to build on this, by growing the number of international business event delegates who arrive outside Auckland's peak tourism period from 70 per cent in 2013 to 75 per cent in 2023.
The business events market has been targeted by the government with $34 million of additional funding to promote it overseas over four years allocated in last year's budget.
The Auckland plan's target is to increase the value of the sector from $236 million in 2013 to $430 million annually by 2023, and the volume of delegate days from 1.98 million in 2013 to 2.55 million annually by 2023.
Ateed says the benefits of business events are far-reaching.
"Beyond the obvious economic value, they bring people together to exchange knowledge and ideas, build business relationships and over the longer term attract investment and talent flows."
As part of the plan Ateed will increase resources in the key Australian market - where it will post a staff member - and developing a stronger focus on incentive activity particularly in North America and South East Asia.