Government backs landmark WOW Exhibition

The Government has allocated $400,000 from the Major Events Fund to support the World of WearableArt (WOW) Exhibition, a new immersive visitor experience scheduled to open in Wellington in 2027. The exhibition will feature WOW’s most iconic and award-winning garments, presented in a high-tech environment designed to highlight New Zealand’s creative heritage and innovation. Tourism and Hospitality Minister Louise Upston described the investment as a way to promote New Zealand’s creative talent while boosting tourism and economic benefits.

Minister Upston stated the exhibition aligns with WOW’s 40th anniversary and will attract international visitors, with projections of over 1,500 overseas guests. The timing coincides with the annual WOW Show, the Global Wearable Art Summit, and the Australian school holiday period to maximize visitor numbers and economic impact. The Government’s support is framed as an investment in a globally recognized New Zealand success story with potential for international reach.

The 2026 World of WearableArt event previously received $400,000 from the Events Boost Fund to fund international marketing campaigns and visitor attraction efforts. These funds were aimed at stimulating short-term economic activity by drawing international audiences to New Zealand. The exhibition’s Wellington season in 2027 will serve as the first major showcase before an intended international tour, with further details expected in 2025.

Following its Wellington debut, the exhibition is planned to tour internationally, expanding its global footprint beyond New Zealand. Minister Upston emphasized the event’s role in positioning New Zealand as a world-leading creative nation while celebrating four decades of wearable art innovation. The Government’s investment underscores its commitment to supporting cultural events that drive tourism and economic growth.