Dunedin people - from taxi drivers to front-line retail staff - will be trained to present Dunedin's best face in preparation for one of the city's biggest and most important conferences.
From May 7 to 10, the city will host Trenz, the tourism industry event that will bring more than 1000 delegates to Dunedin.
It will be the first time the event, run by Tourism Industry Aotearoa (TIA), has come to Dunedin, and the first time it has been hosted outside Auckland, Rotorua, Christchurch or Queenstown since it began in the 1960s.
It will attract more than 350 buyers in what has been described as ''speed dating'' with tourism operators selling their product.
Each of those buyers sends 4000 visitors to New Zealand a year.
The event will be held at the Edgar Centre, and will attract a lot of media interest.
Enterprise Dunedin business events adviser Bree Jones said a city activation group had been in place for about six months as the organisation prepared for the event.
There had been an emphasis on ''front-liner training''.
Dunedin Railways was putting on an event for the likes of taxi drivers, retailers, moteliers and other front-line staff to show them how they could ''help the city shine''.
First impressions were important, and those people were ambassadors who would leave a lasting impression on
the visitors, Mrs Jones said.
''It's so, from the second delegates get off the plane, taxi drivers know that this event is in town, they know the importance of it, they're talking about Dunedin in a positive light.
''They might point out fantastic things to do, offer recommendations for fantastic restaurants.
''It's about, right from the second that they land in the city, they know that Trenz is happening here, the city is embracing it, and the city is doing its best to make them feel welcome and promote the city.''
It was uncertain how many people would attend the training event, but there was an appetite for it, Mrs Jones said.
Travel trade sales and marketing representative Gil Abercrombie said Enterprise Dunedin was working to include regional produce and entertainers in what are traditionally lavish opening and closing events.
Emerson's Brewery was creating a beer for Trenz, and the welcome function at Forsyth Barr Stadium would provide an international rugby experience with a local flavour.
Maori, Scottish and Chinese heritage would be highlighted during the welcome.
Mrs Jones said there were 22 choices of tourism activities for about 1000 delegates on an activities day. Dunedin Railways would provide transport to some of those activities, and neighbouring regions would also host delegates.
More than 50 overseas agents - who would include the region on itineraries - would have more in-depth experiences before and after Trenz.
Ms Abercrombie said the event was an opportunity for the city to raise its profile for the international travel market.
''So we're really going all out to make sure we maximise the opportunities that we've got with these people in our back yard.''
TIA director of events Emily Byrne said the organisation would transform the Edgar Centre. ''Large imagery'' and giant digital screens would highlight the host regions of Dunedin, Waitaki and Southland, and native plants, rocks and grasses would be used in the building.
The venue's size meant camper vans and touring vehicles used by sellers could be parked inside, rather than outside, as was required in smaller venues at other centres.
