The economic benefit is predicted to exceed last year’s, which research put at $4.33 million after costs – 26,825 unique attendees, 79,201 visitor nights and $8.78m in spending.
It was announced in August that Tauranga will host the World Triathlon Championship Final in 2028, as part of a three-year partnership deal with World Triathlon.
The deal includes Tauranga hosting a World Triathlon Cup in 2026, a World Triathlon Championship Series race in 2027, and the World Triathlon Championship Series Grand Final, Age Group World Championship, and Paratriathlon World Championships in November 2028.
Tauranga City Council venues and events manager Nelita Byrne said securing the World Triathlon events was a “landmark achievement” for Tauranga.
“It reflects our aspiration to be a premier destination for international events.”
Byrne told the Bay of Plenty Times the triathlon events would “significantly boost” the local economy, with the finals expected to attract 4500 athletes and more than 6000 international visitors.
“Tauranga’s appeal as a host city is also shaped by its natural assets, our beautiful harbour, beaches, and a generally mild climate.”
The three triathlon events were projected to generate 46,000 visitor nights and $11m in visitor spending.
“A place that’s easy to work in, one that actively supports events, and stands out as a desirable destination for organisers and visitors.”
Byrne said events attracted national and international attention, supported local businesses, and encouraged investment in infrastructure and public spaces.
The council’s Events Action and Investment Plan (2022-32) outlined strategies for responsible growth and inclusive planning, noting compromise and adeptness for purpose event venues.
Key venues in the Bay of Plenty include Baypark, Bay Oval, Tauranga Domain, Baycourt, and Tauranga‘s new $28m University of Waikato Haumaru Sport and Recreation Centre.
The report outlined that historical underinvestment in facilities was starting to be corrected and was critical to the future success of events in Tauranga.
“Our goal is for Tauranga to remain front of mind for event organisers looking for a vibrant, well-equipped host city,” Byrne said.
Tourism Bay of Plenty general manager Oscar Nathan said that, as a city and region, Tauranga and the Bay of Plenty had shown their ability to host major events well.
The announcement of the successful bid for the World Triathlon Championship Final in 2028 was a “great testament” to that.
“People are attracted to places that have a buzz and vibrancy about them, and that’s what major events generate.”
Nathan told the Bay of Plenty Times that large-scale events were a vital component of the visitor economy strategy for Tauranga and the wider region.
“They help us advance from being a strong regional destination to being one with national and international event standing.”
Grammy-nominated Australian DJ Fisher will mark a first for Tauranga in January, headlining Bay Oval’s first major music event on January 31.
UB40 Featuring Ali Campbell will perform the following Waitangi Weekend, as part of their Kingston Calling 2026 tour.
They are the latest in a series of major non-cricket events for the Mount Maunganui ground, which has also served as a World Cup football training pitch and a sold-out Super Rugby venue.
Trademark Live co-director Toby Burrows said Fisher was expected to draw more than 25,000 people, and UB40 Featuring Ali Campbell close to 10,000.
“A large portion of ticket-holders are travelling from around the country, which really highlights Tauranga’s pull as a destination for major live events.”
Burrows said there was a “growing appetite” for live music in the Bay of Plenty with a coastal population that had been travelling to shows in other cities for years.
“We finally have a world-class, centrally located venue that can deliver the scale and experience fans expect, without them needing to leave the region.”
He believed Tauranga would become a regular stop for the world’s biggest tours.
“As a Mount-based company, it’s something we are personally passionate about, building world-class events right here in our backyard.”
Tauranga Mayor Mahé Drysdale said events were playing an increasingly important and multifaceted role in shaping Tauranga’s identity.
“Our reputation as a world-class venue continues to grow.”
Drysdale said the Aims Games, the World Triathlon series and international performances provided a “vital boost” to the economy.
“[The] council will continue to champion and promote events as we position Tauranga to be Aotearoa’s leading host city.”
Kaitlyn Morrell is a multimedia journalist for the Bay of Plenty Times and Rotorua Daily Post. She has lived in the region for several years and studied journalism at Massey University.
