Destination Partnership Programme

Supporting the attraction of leisure visitors and business events to Tāmaki Makaurau Auckland.

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Tātaki Auckland Unlimited's Destination Partnership Programme is designed to suit the wide variety of sectors that benefit from our region’s visitor economy. 

While the industry pursues a long-term national solution, we remain committed to providing an interim funding solution for Auckland. The Destination Partnership Programme offers a range of partnership levels for businesses, from free packages to platinum partnership, reflecting our dedication to collaborative growth and sustainable tourism development. 

In response to industry feedback and evolving needs, we have introduced two new categories, Love AKL and Destination Services Partner – enabling a wider range of businesses to support activity that promotes Auckland as a destination. 

Year two of the Destination Partnership Programme runs from 1 July 2024 to 30 June 2025. All funds generated by the partnership are used to attract holiday visitors and business events to the Auckland region, ensuring ongoing tourism marketing activity and business event attraction.



Tātaki Auckland Unlimited is responsible for the destination marketing and destination management of Tāmaki Makaurau Auckland. Destination management sees us having a role in ensuring Auckland offers a sustainable and regenerative experience for all future visitors. 

Tātaki Auckland Unlimited is home to Auckland Convention Bureau (ACB), dedicated to marketing and positioning Auckland as a premium destination for business events. ACB assists clients who are planning a meeting, business function or an incentive programme in Tāmaki Makaurau, or want to bring an international conference to our region.


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Destination marketing includes attracting holiday visitors to Auckland through dedicated consumer marketing activity, as well as via travel trade channels from key international markets. Work in this area includes:  

  • Consumer marketing and public relations activity in Australia and within Aotearoa New Zealand.  
  • Trade marketing to wholesale and travel agent channels within key markets such as Australia, North America and China. This includes the hosting of key travel sellers.  

Destination management includes:  

  • The development of Destination AKL2035 – the cornerstone document for our region’s visitor economy.  
  • Sustainability workshops to build the capability of our visitor sector.  
  • Nighttime economy – to support a safe and vibrant nighttime economy, by transforming, activating, and revitalising the city centre, drawing more people to visit, live and invest.   
  • Lead the visitor experience of cruise passengers and welcome them to Tāmaki Makaurau Auckland.
  • Māori product development to build sustainable Māori visitor experiences.
  • The Destination Partnership Programme supports all this work for the benefit of current Programme partners and for our region as a whole.


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Auckland Convention Bureau creates sales opportunities and drives success for our partners through a variety of channels: 

  • Auckland-wide representation at major internationally recognised tradeshows around the globe. 
  • Ongoing support to bid for, and secure, future Australian and international conferences for Auckland allowing partners to expand their reach to secure more business. 
  • Famil programmes and site inspections that give partners the chance to showcase services in-person to potential clients. 
  • Leads generated through tradeshows and networking events which connect partners with key industry stakeholders. 
  • Partner Showcases within New Zealand that bring business event planners together in one place to connect and do business. 
  • The digital Auckland Supplier Search, which provides partners with an online profile accessible to business-event organisers.




The Destination Partnership Programme goes hand-in-hand with Discover Auckland, Tātaki Auckland Unlimited’s online platform to showcase all Tāmaki Makaurau has to offer and to simplify trip planning to the region. 

By joining the Destination Partnership Programme, partners gain access to additional benefits on Discover Auckland, connecting you with a diverse audience of visitors keen to discover our region.