As New Zealand dismantles its spectacular pavilion at Expo Dubai, forthcoming calculations on the value of the $62 million investment in a global pandemic will not be a true measure of how
it was essential to be there, said Trade Minister Damien O’Connor.

Delayed for a year by Covid, Expo 2020 Dubai has just ended after six months of welcoming 24 million visitors – 1.24 million of whom visited the New Zealand pavilion. Over 40,000 people dined at the award-winning Tiaki restaurant.

NZ Trade & Enterprise, which was given $62 million for the project by the government, told the Herald the project was delivered on full and under budget, but as it was underway with the dismantling of the pavilion, no definitive figure was not available.

Reports indicate that due to Covid most visitors were from the Middle East.

But O’Connor, who was present, said it was “of great value” as New Zealand tries to “re-energize” a trade deal with the United Arab Emirates and its Gulf Cooperation Council partners.

“The emirates have a strong connection with New Zealand. It’s an international hub that consumes a lot of our food exports…it’s a very good investment.

“As with many marketing and promotional initiatives, you never know exactly which part is most effective, but not being part of it meant we would be out of the world. We had to participate.”

O’Connor said that ultimately the Treasury would do a cost-benefit analysis.

“In my opinion, we cannot afford not to participate in these major international forums. Countries that consume most of what they produce internally can perhaps afford to be absent, but for us , as a trading nation, we need to be part of the trading forums around the world.”

The pavilion and its support staff from NZTE and the Department of Foreign Affairs and Trade represented New Zealand companies that trade overseas but could not be there due to Covid, O’Connor said.

NZTE said 200 companies participated and 70 exporters visited Dubai during the exhibition.

In 2018, the government allocated $53.4 million for New Zealand’s participation over four years, which included building, operating and decommissioning the pavilion. Due to Covid, it approved additional funding of $7.78 million under the Covid Relief Fund allocation.

The event’s performance measures were identified in 2018 in a business case that included a range of benefits in the areas of trade, investment, international education, tourism, international relations and ” a shift in perception,” NZTE said.

The project had its own board and management team.

NZTE said no breakdown was available on how the money was spent as the project was ongoing.

Asked about a cost-benefit analysis, the trade development agency referred to performance measures identified in 2018 and said the benefits would be realized in the long term.
They would be measured by taking into account, for example, the increase in the value of exports to the Gulf Council countries and surrounding regions and foreign direct investment.

O’Connor said some of the “resources” originally earmarked for the project had been cut due to Covid.

“We had a unique proposal, building and plan, but it had to be adapted to the realities of Covid.”

Getting a million people through the pavilion and more than 40,000 diners through the Tiaki restaurant was “a spectacular result in what has been an extremely disrupted exhibition”, he said.

NZTE said the pavilion has had 83 million social media impressions and its Net Promoter Score (NPS), a globally recognized way of measuring how much people like a product, service or event, has increased by 85 points to +67.

With the NPS, on a score out of 10, 9-10 is considered a positive result, 7-8 is passive, and 1-6 is a “detractor”.

NZTE said visitors to the pavilion were quizzed before going through “How likely are you to recommend New Zealand?” The pre-score was -18, which meant a lot more people didn’t know about it and rated it 6 or less. They were then asked the same question when they left, hence the increase from 85 to a final +67.

Using special effects supporting the story of the world’s first legislation that recognizes the Whanganui River as a living whole, the pavilion showcased New Zealand’s environmental stewardship and stewardship and how it is applied across key export sectors .

Tiaki Restaurant showcased New Zealand food and drink and was recognized with a Dubai hospitality award.

The New Zealand pavilion also hosted live entertainment, cultural performances, innovation workshops and exhibitions, and served as the venue for bilateral economic discussions.

NZTE said the pavilion was designed with decommissioning in mind. At least 75% of building elements would be moved, reused, recycled or returned to the manufacturer. David Trubridge’s lighting installation would be returned to New Zealand.