International Sports and Music Events Head to NZ to Boost Tourism Economies

The competition will feature some of the world’s best snowboarders and freeskiers competing alongside leading New Zealand athletes.

New Zealand is gearing up for a busy period of major events, with a growing list of international sporting competitions, concerts and exhibitions set to attract visitors and generate economic activity across the country. Tourism and Hospitality Minister Louise Upston says the Government's Events Attraction Package is helping secure world-class events that bring international attention to New Zealand while creating opportunities for local businesses.

Among the latest announcements is the inaugural Snow League World Challenge, which will be held at Cardrona in September. The competition will feature some of the world's best snowboarders and freeskiers competing alongside leading New Zealand athletes. As the opening event of the Snow League season, it is expected to draw significant international interest to the country's winter sports industry.

Sporting Spectacles and Global Entertainment

The Snow League event joins a growing calendar of high-profile attractions supported through the Government programme. Recent successes include the World Surf League event in Raglan, while football fans are preparing for the New Zealand International Football Festival in Auckland.The festival has expanded further with confirmation that Chelsea FC Women will face an Auckland FC Women's Invitational XI at Eden Park in August. The fixture follows the earlier announcement that English Premier League club Tottenham Hotspur will play Auckland FC in July.

Music fans also have a major event to look forward to after global superstar Post Malone confirmed a New Zealand stop on his world tour, performing at Auckland's Mt Smart Stadium in October. Officials say large-scale concerts deliver benefits far beyond ticket sales, creating demand for accommodation, hospitality, transport and a range of local services. Studies estimate that every dollar spent on live performances can return more than three dollars in wider community benefits.

Events Deliver Lasting Benefits Beyond the Crowd

The Government's investment is also supporting cultural attractions. Wellington's Tākina convention centre will host the LEGO Star Wars exhibition, bringing one of the world's most recognised entertainment franchises to New Zealand through large-scale LEGO creations designed by renowned builder Ryan "Brickman" McNaught.

While visitor spending remains a key driver behind these events, organisers say the benefits often continue long after the final whistle or encore. Many agreements include community programmes, youth engagement initiatives and industry development opportunities that help leave a lasting legacy. Hotels, restaurants, cafés and retailers are among the businesses expected to benefit as visitors travel across the country to attend events. Increased tourism activity also provides valuable exposure for New Zealand destinations on the global stage. With international sports, music and entertainment continuing to arrive on New Zealand shores, 2026 is shaping up to be one of the strongest years yet for major events and visitor attractions.