Some of Hawke's Bay's top tourists attractions will be in the international shop window just in time for the summer season, with hundreds of industry buyers in Napier looking for new products this week.

More than 320 tourism delegates will attend the annual Tourism Conference hosted by the Tourism Export Council of New Zealand (TECNZ) in Napier this week and with the event being over-filled by 70 delegates, Hawke's Bay Tourism general manager Annie Dundas said the event was already the "most successful ever".

"This is our chance to showcase our tourism industry to those who sell it internationally. Many delegates will be experiencing our tourism products while they are here and we hope from this week we will see more of Hawke's Bay on the itineraries of future international visitors."

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Dundas said Hawke's Bay Tourism would also run familiarisation tours for inbound operators around the conference.

"It's our chance to obviously get people out to see the region."

Some of those would include Art Deco walking tours, a tour of the Cape Kidnappers Gannet Safaris, food and win tours and also "quiet a lot of people" attending the Waimarama Maori Tours Experience.

"They are just a handful of what they will be doing.

"The bulk of people are inbound tour operators, and they are the ones who are seeking new products. It's aimed at eventually having a better knowledge of Hawke's Bay for the international visitor.

"'It's great timing because these guys will be off promoting new product having just been to Hawke's Bay and in time for the summer season, so it's a really well timed conference for us."

Napier Mayor Bill Dalton said it was a "terrific opportunity" for the region.

"We have come a long way since the last conference was held here and are increasingly becoming a destination of choice for those who want to experience a great slice of New Zealand."

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The conference takes place at the Napier Conference Centre on August 8 and 9, with a programme of local tourism product familiarisations being held prior to and after the event.

The region had developed a lot since the last time the conference was in the region in 2004.

TECNZ chief executive Judy Chen said the conference would provide a chance for delegates to learn and discuss what 'future-proofing' means for tourism and for their businesses.

"Tourism operators are mindful of the challenges we face as an industry and conscious that we all need to play our part and be better prepared to ensure we manage tourism growth sustainably into the future.

"Our aim with this year's conference is to get delegates thinking outside of business as usual and looking to the future - what is tourism going to look like in 10, 20 or 30 years' time, what innovations or artificial intelligence might we be using to enhance the visitor experience, what does our future workforce look like?

"Our aim is always to inspire, educate and provide opportunities to network with one another. I am delighted to see such strong support for the event and the region with record-breaking attendance numbers.

"We know the Hawke's Bay Tourism team, will do a great job delivering an exceptional event and we look forward to continuing to work with them and local operators to drive international visitor growth into the region."