WOW delivers record $32.6m boost as Wellington celebrates 20 years of creativity

Twenty years after World of WearableArt (WOW) first lit up Wellington, the 2025 show generated an impressive $32.6 million in economic benefit, supporting hospitality, retail, accommodation, and a wide range of local businesses across the region. 

Since 2005, the total cumulative visitor spend in Wellington, driven by WOW, is an estimated $344 million. 

More than 60,000 people attended the two-and-a-half-week season, with over half of ticket buyers travelling from outside the Wellington region. Their visits generated 69,000 visitor nights, and 73% of out-of-region attendees said WOW improved their perception of Wellington as a place to visit. 

Audience sentiment about the WOW Show experience remained exceptionally strong, with 96% attendee satisfaction. 

Heidi Morton, GM of Events and Experiences at WellingtonNZ, says the results reinforce WOW’s importance to the capital, as well as the capital’s importance to WOW. 

“The WOW Show continues to be a significant driver of both economic benefit and positive cultural and social outcomes for the city. Wellington is proud to have been the host city for this unique event for 20 years, and it’s clear to see that the show has continued to push the boundaries of creativity to continue winning hearts across the country and beyond.” 

Last year also saw the launch of the WOW Wanderer, a vibrant hop-on, hop-off minibus service created by WellingtonNZ and WOW exclusively for ticket holders. The free service enhanced the visitor experience while supporting local businesses. On board, riders enjoyed Wellington trivia and information about limited-time offers from 97 participating retailers and hospitality operators. The activation drove more than 18,000 local business referrals via WellingtonNZ. 

“The WOW Wanderer was a resounding success, enabling visitors to get around the city centre with ease while boosting businesses across Wellington. Many are calling for it to return once again next year, so watch this space,” says Heidi. 

Meg Williams, CEO for WOW, says the 20-year milestone has been a powerful reminder of the show’s impact.   

“Celebrating 20 years in Wellington has been incredibly special. This city has embraced WOW with extraordinary energy, creativity, and pride, and together we’ve built an event that resonates around the world. The 2025 season showed that WOW’s spirit is as strong as ever, and we’re excited for what the next 20 years will bring. We’re continuing to push artistic boundaries and create unforgettable experiences for audiences near and far.” 

Major events like WOW also play an important role in strengthening community pride and connection. The evaluation found that 95% of resident event attendees agreed or strongly agreed that hosting events like WOW increases their pride in the Wellington region, reinforcing the value of a vibrant events calendar not only for economic outcomes but for the well-being and identity of the city. 

WOW will soon announce its 2026 show theme, with tickets going on sale to the public on Tuesday, 24 March 2026. The show season runs from 17 September to 4 October 2026. 

“While we’re sworn to secrecy for now, we can promise WOW will bring a fresh kind of energy this year, and we know Wellington and WOW fans will be right there with us.” 

Find out more about events in Wellington.

Date published: 9 February 2026