Domestic business tourism to the Hunter increased 99 per cent in the past year Destination NSW figures reveal.

To further capitalise on these gains Hunter tourism stakeholders will co-fund a targeted marketing campaign worth $230,000 to promote the region to Kiwi businesses.

In an age when employers increasingly incentivise workplace goals businesses seek places like the Hunter for group tours as a kind of reward.

Marketing gurus from the Hunter, Port Stephens and Newcastle, who form Altogether Perfect, have turned their sights on Kiwi executives with a $115,000 grant from Destination NSW.

Maitland-based Hunter Valley Events has welcomed the announcement as a destination management company.

On one occasion in recent years it hosted 600 Kiwi employees from the hardware chain PlaceMakers.

Those three nights were worth an estimated $500,000 to Hunter wine country.

“New Zealand companies that regularly incentivise their staff have been to Sydney or the Gold Coast and want somewhere different,” Hunter Valley Events managing director Louise Maher said.

“What they like and what is saleable are real experiences, behind the cellar doors where wine is made for example, rather than a manufactured Hawaiian theme night in Sydney.” 

Now Newcastle Airport can handle direct flights from New Zealand, Mrs Maher said the Hunter was even better placed, especially with the proliferation in large conference venues like Hunter Valley Crowne Plaza and Chateau Elan.

“Our capacity is now significantly greater than when we hosted that incentive group which was the largest the Hunter had seen at that point.”

Altogether Perfect spokeswoman Rebecca Morley said conferences and incentive tours were only growing in importance.

“We know the beaches, wildlife, wineries and business events venues of Newcastle, Port Stephens and the Hunter Valley are of great appeal to the corporate market in New Zealand so tapping more of that demand will be a key aim for us moving forward,” she said. 

Destination NSW figures show that businesses spent 1.35 million visitor-nights in the Hunter region in the year-ended March 2015.

This was up 99 per cent on the 678,210 nights the previous year.

International visitor-nights also climbed 70 per cent in the 12 months to September 2014 compared to the previous year.

“These figures are fantastic for our region’s burgeoning business events industry and a great boost for our visitor economy,” Altogether Perfect spokeswoman Rebecca Morley said.

Launched in 2014 the Altogether Perfect campaign is a collaborative effort between Hunter Valley Wine and Tourism Association, Destination Port Stephens and the Newcastle Convention Bureau.