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Tourism Central Otago launched its new Central Otago Business Events bureau this week.
Andrea Lauder will run the business events programme alongside her existing Tourism Central Otago role as trade marketing manager.
Ms Lauder said there was "an untapped opportunity" in the conference and incentive market to attract events and executive retreat groups to the region.
A paid membership model will be set up.
Seven founding businesses have confirmed support and more were likely to come on board over the next 12 months, she said.
Central Otago Business Events will be introduced at a Business Events Industry Aotearoa event in Auckland on June 2-3.