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Regional story

Hawke's Bay is naturally abundant in sunshine and warmth, fresh produce and open spaces set amongst stunning landscapes. There is an ease to connecting the natural environment with a wealth of activities and experiences highlighting the region's strengths and sophistication. 

Brand essence

Hawke's Bay is New Zealand's Food and Wine Country.


Destination experience pillars

Food & Wine

Hawke's Bay's regional climate and prized terrôir create superb conditions for producing perhaps New Zealand's most diverse range of produce. Our region champions paddock-to-plate and grape-to-glass philosophies, which celebrate the provenance of our produce at every opportunity. Visitors can 'taste Hawke's Bay' at our famous farmers' market and roadside stalls, in our award-winning wineries, urban and luxury retreat restaurants, and at our 70+ wineries, set in stunning locations and home to some of the nation's finest examples of Bordeaux blends and Chardonnay. Hawke's Bay is New Zealand's food and wine country.


One of New Zealand's official Great Rides, the Hawke's Bay Trails offer year-round cycling across 200km+ of easy-riding terrain. Our network of connecting trails are perfect for leisure riders to connect the dots between urban and rural, wineries and cafés, oceans and rivers, vineyards and valleys. Easy-riding scenic trails in the Wairoa and Central Hawke's Bay districts, along with an impressive collection of mountain bike parks and family-friendly cycle skills tracks, make Hawke's Bay a first-rate cycling region.

Art Deco

Hawke's Bay is celebrated for its iconic architecture. Napier city, in particular, is considered the most complete collections of Art Deco-style buildings anywhere in the world, while Hastings is also recognised for its large collection of Art Deco architecture. With year-round appeal, many tour and experience options showcase the 'gift' of Art Deco architecture, punctuated by the annual Napier Art Deco Festival in February.


Hawke's Bay has a burgeoning reputation as a year-round events destination, with a focus on the outdoor environs that the region is know for. When combined with the overall destination experience, the regional events programme offers compelling opportunities for weekend escapes or short breaks.


Hawke's Bay is home to some of New Zealand's most celebrated retreat accommodation and luxury experiences. The region's landscapes and lifestyle are ideally suited to a range of sophisticated visitor offerings, which are blended perfectly by welcoming hosts to create timeless premium experiences.


Regional foundations

Māori Culture

Hawke's Bay is known to Māori as Te Matau-a-Māui/The Hoot of Maui, in reference to the early navigator Māui, who bestowed the first placenames to the region over 1,000 years ago. Today, the region specialises in small group, immersive experiences where passionate and knowledgeable guides offer insights into the region's proud Māori heritage, while creating connections to the present day.


The weather in Hawke's Bay is exceptional. The sun loves our little corner of the world, with our unique geography consistently delivering some of New Zealand's best weather - perfect for a short break.

Outdoor Experiences

Hawke's Bay's 360km of coastline and beaches hug the Pacific Ocean, offering a wealth of seaside experiences; while the network of walking tracks, gold courses, wildlife encounters and recreational activities offer endless opportunities to experience the region's beauty.