Big Flavours, Bigger Momentum for Savour Northland
Savour Northland has capped off its second year with strong participation, high engagement and growing national attention, reinforcing its place as a key annual celebration of Te Tai Tokerau’s food and beverage identity.
More than 54 events were delivered across the region this October and over 2,400 Savour Northland Challenge dishes were sold across 24 participating venues, demonstrating strong appetite from both locals and visitors for uniquely Northland food experiences. Survey results show that 97 percent of attendees plan to return to a Savour Northland event in future years, with over 80 percent saying they would consider planning a trip specifically to attend the event in the years ahead.
Savour Northland was originally developed by Northland Inc as an action within the region-wide Food and Beverage Action Plan, a strategic framework designed to leverage food and beverage to drive visitation, dispersal and industry growth. That plan forms part of the Taitokerau Northland Destination Management Plan, and this strategic backbone continues to guide the evolution of the event year on year. The 2025 results show that vision taking hold, with growing involvement from producers, hospitality operators and visitors embracing the opportunity to celebrate the flavours and talent unique to Northland.
This year also saw Air New Zealand confirm a three-year sponsorship commitment, building on its support of the 2025 programme and reinforcing the airline’s confidence in the event’s future. The sponsorship strengthens Savour Northland’s national visibility and creates new opportunities to connect visitors with the region’s food and beverage story.
Event organisers Jackie Sanders and Lesley Lucas said the programme’s momentum reflects the passion and creativity of those behind it.
“The success of Savour Northland’s second year showcased the power of industry collaboration and the remarkable talent in our region. Event quality has stepped up once again, fuelled by the passion of people who care deeply about their craft and communities. There is a growing sense of pride in our regional identity right across Northland, and it’s inspiring to be part of it.”
Amy Lang, Acting Head of Destination at Northland Inc.
Acting Head of Destination, Amy Lang, said events like Savour Northland play a powerful role in shaping how visitors connect with the region.
“Savour Northland is becoming a signature moment on our regional calendar because it does exactly what great events should do - it gives people a reason to travel here, stay longer and experience the depth of talent we have across Te Tai Tokerau. Events like this strengthen our visitor economy, elevate our regional profile and celebrate the producers and hospitality operators who make Northland’s food story so special. This year’s results show a real step forward in momentum and we’re proud to see the event growing in both confidence and impact.”
Across the 2025 programme, organisers noted increasing event quality and diversity, a strong uplift in visual storytelling, and further growth in Auckland audiences, who now represent half of all survey respondents. The average rating of 7.4 out of 10 for improving perceptions of Northland’s food and beverage offering highlights the event’s growing influence in shaping a positive regional identity.
The initiative continues to expand its reach, with the 2025 marketing campaign achieving more than 824,000 social media views, a significant uplift in Auckland audience engagement, and over 12,700 website link clicks through Facebook alone. A new 40-page brochure, expanded outdoor visibility, and a stronger physical presence through iSites and partner venues further strengthened understanding of the programme and contributed to higher levels of engagement across the month.
Event organisers will continue working with venues, producers and district partners to build on this foundation ahead of the 2026 programme, with a focus on increased regional visibility and championing local stories that strengthen pride of place.
Opportunities for sponsorship of the 2026 event will soon become available, with further detail at www.savournorthland.com