WOW delivers another significant economic boost to Wellington

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The 2023 World of WearableArt (WOW) Show again contributed more than $30 million to the Wellington region, according to an economic evaluation commissioned by the city’s economic development agency, WellingtonNZ.

The event, held over three weeks in September and October, attracted an audience of almost 60,000 people, with 60 per cent of ticket buyers coming from outside the Wellington region specifically to attend WOW. Those people generated 67,247 visitor nights and spending of over $19 million.

The economic evaluation of last year’s event, undertaken by Fresh Info, found each of those visitors spent on average $646 and $287 per visitor night. In total the gross economic contribution to the region was $30,313,656.

World of WearableArt Chief Executive Meg Williams said WOW was proud of the role it plays in Wellington and “delights in helping this special creative city show off all it has to offer”.

“Throughout the season hoteliers, retailers and restaurateurs were telling us what a buzz and boost WOW brings and it’s great to have that feedback reinforced by this fantastic economic impact result. We take great pride in delivering to this wonderful city economically as well as creatively, and know our visiting audience absolutely love their time in Wellington.”

Mars & Beyond Section, 2023 WOW Show: BEYOND.

Heidi Morton, WellingtonNZ’s General Manager of Events and Experiences, said WOW continues to enthral audiences with its breath-taking originality and remains a favourite must-see event for locals and visitors.

“The WOW season is a highlight on Wellington’s cultural calendar – not only is it spectacular but last year attracted 600 international visitors. Together with more than 31,000 visitors from all over New Zealand, they dined in our restaurants, stayed in our hotels and shopped in our retail outlets ultimately benefiting a wide range of people.”

In addition to providing strong economic results the evaluation found 93% of Wellingtonians who went to WOW agreed or strongly agreed that hosting events like this increased their pride in the Wellington region.

“WOW underlines the value to Wellington in hosting major events,” Heidi Morton said.

“Last year’s FIFA Women’s World Cup had a net benefit to the city of $24.6 million. Over summer Wellington has an exciting line-up of major events including the Foo Fighters performing at Sky Stadium on January 27, the Aotearoa New Zealand Arts Festival opening on February 23 followed by Jim Beam Homegrown music festival on March 16 and the Australian men’s and women’s cricket teams playing at the Basin Reserve.

“And of course, WOW will be back in September.”

The 2023 WOW Show had a satisfaction rating of 96%, with 86% of ticket buyers saying they’d attend again, said Ms Williams.

“We have an incredible 2024 WOW Show in the works and can’t wait to share it with audiences later this year. Our near perfect satisfaction rating shows people are loving the creative developments we’ve made in the past few years and feel that experiencing WOW in Wellington is money well spent.”

Tickets go to the 2024 WOW Show go on sale to the general public on Tuesday 9 April.