$323M and Counting: The WOW Effect on Wellington

2025 marks 20 years that Wellington has been the proud home of the World of WearableArt Show (WOW). As the country’s creative heart, the city continues to be the perfect backdrop for New Zealand’s world-class arena spectacle.

Reflecting on the 20-year milestone, newly released data has shown the estimated cumulative visitor spend that WOW has brought to the city over time – an impressive $323m – which has directly boosted businesses across retail, hospitality, accommodation and more.

The show has also seen 239 Wellington designers showcase their work on the global stage and employs close to 300 Wellingtonians every show season, from performers to production services to costumiers. The impact extends far beyond the economy and workforce however – WOW has shown a unique slice of Wellington culture, arts and fashion to an audience of more than 925,000 who have attended since 2005.

Data following last year’s event showed that 93% of resident attendees agreed that hosting events such as WOW increases their pride in the Wellington region. WellingtonNZ Events & Experiences general manager, Heidi Morton, says Wellingtonians’ support and pride in WOW has been a factor in the show’s domestic and international success.

“It’s fitting that New Zealand’s single-largest arena spectacle is held in the nation’s creative heart every year. Wellington truly comes alive during WOW season – there’s a unique energy and sense of community that draws in both locals and visitors, and people leave the city with a newfound or rekindled love for the capital,” she says.

Many of Wellington’s retail and hospitality businesses benefit greatly from the influx of WOW fans each year, many of whom travel from across the country and overseas. Steve Logan, owner of Logan Brown Restaurant, says: "We absolutely love WOW in Wellington – it’s a vibrant boost to the city that kickstarts the spring season with colour and energy. Every year, we see groups of friends, families, and uni mates reuniting from all over the country, not just for the show, but to shop, dine, and celebrate together. It’s a fantastic time for local businesses too – at Logan Brown we prepare extra bubbles and cocktail specials to match the buzz!

“WOW has become a highlight for Wellington, and we hope WellingtonNZ and Wellington City Council continue to champion events like this that truly showcase our city as the capital of culture."

Kate Bryant, who owns the much-loved vintage and contemporary designer clothing store on Cuba Street, Ziggurat, has had a front-row seat to the evolution of WOW and its impact on Wellington, with the store turning 46 this October.

Kate says: “WOW is amazing for Wellington and for my business – it’s certainly the busiest three weeks of the year for us. Groups of friends and family come from all over the country and overseas to enjoy all Wellington has to offer. A lot of the people that come to the city for WOW are looking to make the most of the unique shopping opportunities we have – and often they are after something colourful, special, and that they cannot get anywhere else – so naturally we get a significant increase in customers during show season. We are so lucky to have WOW in Wellington and the vitality that it brings.”

The decision to move WOW from Nelson’s Trafalgar Centre to Wellington’s TSB Arena stemmed from the need to facilitate both creative and audience growth for the show, which in its first year in the capital saw a 60% surge in audience size, reaching 28,000. Now, 20 years later, this year’s expected audience is 60,000.

Heidi continued: “Recent research revealed that 90% of locals agreed that hosting events makes Wellington a great place to live. Wellingtonians will be pleased to know their city will be the proud host of WOW for at least another five years, with the partnership confirmed until 2029.”

The 2025 WOW Show: RISE season runs from 18 September – 5 October at TSB Arena, with tickets on sale now on the WOW website. Visit WellingtonNZ for more information about Wellington's events programme.

Date published: 6 August 2025