International themed entertainment leaders gathered in Tāmaki Makaurau Auckland, experiencing first-hand why the region is a hub for innovation, creativity, and cultural exchange.
At a glance
Event: TEA SATE Asia-Pacific Conference 2025
Date: 24-26 August 2025
Delegates: 85 professionals from 14 countries
Venues: Sky Tower, Wētā Workshop Unleashed, All Blacks Experience, HyperCinema
Sector impact: Showcased Auckland’s creative industries, which employ 57,500+ and generate 50 per cent of New Zealand’s sector GDP
A milestone for New Zealand
In August 2025, the Themed Entertainment Association (TEA) brought its Storytelling, Architecture, Technology, Experience (SATE) Asia-Pacific Conference to Aotearoa New Zealand for the very first time. Over five days, delegates explored iconic venues and experiences across the country – beginning in Tāmaki Makaurau Auckland before travelling to Waikato and Te Whanganui-a-Tara Wellington.
For Auckland Convention Bureau, a division of Tātaki Auckland Unlimited, securing the event with Wētā Workshop was about more than hosting another conference. It was about proving Auckland’s credentials as a world-class destination where creative industries, cultural richness, and seamless event delivery converge.
Global voices on Auckland
“It was a milestone moment for our members,” said Melissa Oviedo, CEO of TEA. “Hosting SATE here provided an exclusive opportunity to share knowledge and inspiration in a country renowned for its creativity. We know the experience will resonate with attendees for years to come.”
Sir Richard Taylor, Co-founder and Chief Creative Officer of Wētā Workshop, added: “Wētā Workshop is renowned for bringing beloved characters, iconic properties, and unforgettable experiences to life. Welcoming global creatives to New Zealand allowed us to showcase the extraordinary talent, innovation, and culture that makes the country a leader in storytelling and design.”
Showcasing Auckland’s creative edge
Boutique in size but global in reach, the conference attracted delegates from across Asia-Pacific, including leaders from Disney Imagineering, Universal, Hasbro and Ripley’s Believe It or Not.
The Auckland programme combined professional learning with unforgettable experiences. Highlights included the Wētā Workshop Unleashed, All Blacks Experience and HyperCinema – each underscoring how the city blends storytelling, technology, and cultural connection.
As home to New Zealand’s largest and most developed creative industries sector, Auckland offered the perfect gateway. With more than 57,500 employed and half the country’s creative GDP generated here, delegates saw first-hand why the region is a natural stage for innovation.
Legacy and knowledge sharing
“Opening the conference in Auckland underlined our region’s reputation as a hub for creativity and innovation,” said Ken Pereira, Head of Business Events at Tātaki Auckland Unlimited. “This gathering was a vital opportunity to connect, share knowledge, and demonstrate how Tāmaki Makaurau is helping shape the future of themed entertainment.”
Local practitioners also gained access, with students and emerging professionals attending at reduced rates. This created a legacy of knowledge sharing and professional development, while international delegates experienced New Zealand’s trademark can-do approach.
A delegate experience to remember
From the welcome reception at the Sky Tower to the immersive Wētā Workshop Unleashed Dinner, Auckland delivered a programme that seamlessly combined learning with world-class hospitality.
As Oviedo concluded: “Delegates enjoyed experiences that were as inspiring as they were entertaining. It left a lasting impression of Auckland as a must-visit destination for business, inspiration and leisure.”
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