New Zealand Rugby has unveiled plans for a high-tec All Blacks-themed tourist attraction in Auckland's Wynyard Quarter.

To be built on a prime site, The All Blacks Experience attraction will open in 2017.

Unveiling the attraction in Auckland today, New Zealand Rugby chief executive Steve Tew said the attraction aimed to be an inspiring place for all New Zealanders and visitors to celebrate New Zealand's rugby heritage, achievements and culture.

"We are bringing together the stories of our rugby legends, the drama and excitement of Test match rugby, and the mastery and legacy of the All Blacks into a unique, world class attraction on Auckland's waterfront.

Advertisement

"This is will be a special place to enjoy a hands on, fully interactive experience of New Zealand rugby; a place to celebrate the successes of all our national teams; a place to be inspired and learn more about what it takes to succeed at the highest levels of the game.

"Many tourists will never get a chance to see an All Blacks game, but most know the black jersey and the haka. The All Blacks Experience will give them an exciting opportunity to get up close to these great symbols of our country, another place to create lasting memories of their time in New Zealand."

The All Blacks Experience has been developed with joint venture New Zealand partner, Discovery Partners, which has a track record of developing and managing customer iconic brand experiences, including New Zealand honey specialist Comvita. They are currently working with Manchester City FC.

"Our research shows there's a real demand for an all-weather attraction like this on Auckland's waterfront serving international and domestic visitors as well as Auckland locals," Mr Tew said.

"With tourism numbers growing rapidly, the business case stacks up strongly. We're confident of delivering an attraction that will set the standard for visitor and fan experiences in this country."

Tourism New Zealand Chief Executive Kevin Bowler said the venture was about telling another New Zealand story in a way we haven't seen before.

"The All Blacks are an integral part of who we are as Kiwis and visitors love to hear about our national team."

"The All Black Experience brings the whole story together; the history, the players and the culture in a way that will have great

All Blacks Experience snapshot

• World first All Blacks interactive visitor attraction

• Innovative destination to showcase the heritage, culture, people and stories from across New Zealand rugby

• State-of-the-art insights into the famous faces, legendary teams in black, the science of winning, and rugby's part in New Zealand's history

• Location: Halsey St, Wynyard Quarter, Auckland waterfront

• Opens 2017