New Zealand’s business events peak body has undergone a rebrand and will now be known as Business Events Industry Aotearoa (BEIA).

Formerly Conventions and Incentives New Zealand or CINZ, BEIA represents 460 members across New Zealand who work in the meetings, incentives, conferences and exhibitions sector.

Announced this week at the association’s Annual General Meeting, the new name will go live on 1 December, coinciding with BEIA’s upcoming industry event, BE Reconnected, in Auckland.

BEIA chief executive Lisa Hopkins says transitioning to the globally acknowledged term ‘business events’ means there is “no ambiguity about who we represent and what we do”.

“Our new brand maintains our connection to Aotearoa New Zealand, with the palette reflecting the colours of our ocean, alps and native birds,” she said.

“Incorporating a myriad of organisations, international, large and small businesses, right across New Zealand’s tourism and business events landscape, this sector will continue to be a proactive and energetic partner with government in the vital work needed for New Zealand’s economic and social recovery.

“It is the right time to define ourselves and remind government and our clients that this is an influential and cohesive industry. Our new brand signals this.”