The opportunity:

To create a clear, shared vision for Aotearoa New Zealand’s Business Events sector for the decade ahead. The sector was well connected internally but had significant potential to grow its international market presence, leverage new purpose‑built venues across the country, and respond to the sustainability challenges of operating as a long‑haul destination. There was also a need for a more consistent way to measure, articulate, and advocate for the broader cultural, social, environmental, and economic benefits of Business Events in a time of uncertain sector funding.

How we worked:

Susan worked in partnership with BEIA to develop a project framework. An Industry Steering Group was then formed to provide ongoing guidance, oversight, and support. The work combined desktop research on national and international best practice, 46 in‑depth interviews, and an industry survey of BEIA members to test and refine priorities. This evidence base shaped both the short‑form and long‑form versions of Pīata Mai (meaning “to shine bright”).