As March approaches, Taupō is once again preparing to host the prestigious IRONMAN New Zealand 2025, a bucket-list race for triathletes and the world’s second-longest-running IRONMAN event with a proud and rich history deeply rooted in our hometown.
Following the successful hosting of the IRONMAN 70.3 World Championship in December 2024, IRONMAN New Zealand is a distinct event with its own legacy and character, attracting a diverse mix of athletes, supporters, and spectators who come not only for the race but also to experience all that Taupō’s has to offer. This iconic event showcases Taupō’s natural beauty and hospitality while generating significant economic benefits. For our local business community, it’s time to gear up, strategise, and make the most of the opportunities the event brings while celebrating the incredible spirit of the IRONMAN.
Insights from 2024: A Snapshot of Economic Impact
The 2024 IRONMAN New Zealand demonstrated the remarkable economic benefits such an event can bring to Taupō. With 2,000 athletes competing, most of whom travelled from outside the region, and each bringing an average of 2.7 supporters, Taupō welcomed nearly 5,000 visitors. Including local athletes and spectators, the total crowd reached in excess of 7,000. Visitors stayed an average of four nights, totalling over 26,000 nights booked and spending nearly $2 million on accommodation alone. Daily spending by these attendees, alongside IRONMAN New Zealand's direct event spend in the region, brought the total economic impact to an impressive $7.32 million. These insights underscore the significant opportunities available to our local businesses and highlight the value of careful preparation to maximise these benefits.
Opportunities for Key Sectors
Accommodation providers have an excellent opportunity to shine, given the high demand for lodging during the event. Ensuring seamless booking systems and clear communication about availability can make a significant difference. Enhancing guest experiences with tailored amenities, such as early breakfasts for athletes or secure bike storage, can leave a lasting impression. Most importantly, maintaining fair pricing will foster goodwill and encourage visitors to consider extending stays and repeat visits.
Hospitality businesses can capitalise on the influx of visitors by reviewing their hours to align with pre and post-event crowds. Offering special menus with meals tailored to athletes and their supporters can make your business stand out. Collaborative efforts, such as partnering with other local businesses to create cross-promotions or discounts for IRONMAN attendees, can also boost visibility and sales.
Retail operators can also find ways to tap into the event’s energy. Stocking products that resonate with the needs and interests of athletes and supporters, such as activewear, hydration solutions, or Taupō-themed souvenirs for attendees to remember their time in the region, can drive sales. Creating IRONMAN-specific promotions can further enhance appeal and draw visitors to your store.
The Ripple Effect for All Businesses
While not every business will see direct sales increases during the event, the broader economic benefits of IRONMAN New Zealand ripple through the community. Increased spending in key sectors supports jobs, boosts local suppliers, and circulates wealth throughout the region. Businesses not directly impacted by the event can still consider creative ways to leverage its buzz to engage with both visitors and locals. If you are a business wanting support, connect with the Amplify team to brainstorm ways your business can make the most of the event in our region.
Key Takeaways for Businesses
Plan Early: Review staffing, inventory, and logistics to handle the changes in demand.
Be Welcoming: A friendly, accommodating approach will leave a lasting impression on visitors.
Think Long-Term: View IRONMAN as an opportunity to build relationships that encourage repeat visits and long-term growth.
Stay Fair: Avoid opportunistic pricing practices that could harm Taupō’s reputation. We want people to leave with a burning desire to return to our beautiful region as soon as possible.
Together, Let’s Showcase Taupō
IRONMAN New Zealand is more than a sporting event; it’s a celebration of our region and its vibrant community. By working together and preparing thoughtfully, we can ensure that Taupō not only benefits economically but also solidifies its reputation as a world-class destination.
Let’s make 2025 a year to remember for IRONMAN participants, supporters, and our local businesses alike. Here’s to a successful and prosperous event!
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