WOW delivers huge boost to Wellington

The World of WearableArt (WOW) Show, held annually in the city since 2005, contributed $31,750,000 to the Wellington region in 2024, according to an economic evaluation commissioned by the city’s economic development agency, WellingtonNZ.

And Events and Experience General Manager Heidi Morton says Wellingtonians can continue to be proud hosts of WOW for at least another five years. 

“WOW continues to contribute significant outcomes for Wellington and to recognise this contribution we are delighted to announce we have recently extended the partnership until 2029.

“We know this will be welcome news for the city’s retail, hospitality and accommodation sectors especially — and next year we’ll also be celebrating the 20th anniversary of WOW in Wellington.”

This year the show, held over three weeks in September and October, attracted an audience of more than 63,000 people — an increase of several thousand on last year. About 30% of ticket buyers were new to the event.

World of WearableArt chief executive Meg Williams says WOW was proud to put on an event that had a clear economic, creative and wellbeing benefit to a huge number of people and businesses in Wellington.

“Our number one goal is to deliver a new, awe-inspiring experience every single year — and we are delighted by the response and impact of our 2024 WOW Show: DREAM AWAKE. It captured people’s imagination and ignited an energy around it that gave a meaningful boost to the city and region.

“This year more than ever, we were so proud to see our guests having a fantastic time. It’s been a tough year for business and, as one partner said, it felt like a fun button was pushed in Wellington.”

The economic evaluation, undertaken by Fresh Info, showed 64% of the 63,349 ticket holders came from outside Wellington and together they generated 71,398 visitor nights and visitor expenditure of more than $21 million, delivering an average of $687 per visitor.

Just over 530 people came from overseas specifically to attend WOW and stayed in New Zealand an average of 8.8 days, spending $1.5 million in the country overall.

Heidi Morton says WOW cannot be beaten in terms of its ability to bring visitors to the capital, experience our hospitality and retail offerings, and deliver such outstanding results.

This year the opening weekend of WOW coincided with an All Blacks test against Australia in the capital — something Heidi Morton says resulted in a bumper couple of days for the city.

 “Seeing these two events come together to produce such a fantastic experience and vibe in the city was just incredible.”

Meg Williams says the 2024 WOW Show had a satisfaction rating of 96%, with 84% of ticket buyers saying they’d attend again.

“Our guests absolutely love WOW and tell us the experience is money well spent. The understanding of exactly what the WOW experience is and how it’s a unique, world-class stage show every year is really starting to grow.”

She said a record number of school students attended the show’s dress rehearsal from throughout the motu , while demand for VIP experiences also grew.

“To see 1,600 creative young people get inspired by the artistic display on stage at the dress rehearsal was terrific — they are our designers and dream-makers of the future. At the same time the demand from the commercial sector grew across our premium experiences and partnerships too.” 

WOW employs about 20 people year-round, which swells to some 350 for the show season. It also engages more than 115 local suppliers for everything from catering and creative services, to lighting and rigging.

Tickets to the 2025 WOW Show go on sale to the general public in April and the show season runs from 18 September to 5 October 2025.

Meanwhile, the line-up of sensational major events in Wellington continues with The Art of Banksy exhibition at Tākina opening this week, BLACKCAPS and WHITE FERNS international cricket at the Cello Basin Reserve early next month Vivienne Westwood & Jewellery at Te Papa in January, Disney: The Magic of Animation at Tākina in February and Jim Beam Homegrown at the waterfront in March.

About the WOW Show in Wellington 

The WOW Show has been held annually in Wellington since 2005 and is the city’s most significant annual event. As an internationally recognised design competition and performance, WOW plays a critical role in enhancing Wellington’s reputation as a creative and culturally vibrant city. The event attracts entrants from all over the world, with designers creating extraordinary works of wearable art that are brought to life on stage in a world-class arena spectacle. The 2024 Supreme WOW Award winner was US designer Grace DuVal for her striking garment, Curves Ahead.

Published: 25 November 2024