All Blacks to build 'experience' attraction on Auckland waterfront

The visitor destination will be built on a “prime site” in the Wynyard Quarter.

A world-first visitor destination showcasing the All Blacks, aiming to attract tourists to the country, will open in Auckland’s Wynyard Quarter in 2017, in time for the British and Irish Lions rugby tour.

New Zealand Rugby chief executive Steve Tew today announced the initiative, called the All Blacks Experience, at a press conference in Auckland.

He would not say how much it will cost, but says it is a good investment.

The visitor destination will be built on a “prime site” in the Wynyard Quarter, described as a state-of-the-art interactive attraction , and give fans and tourists an experience of New Zealand rugby.

It is being built with joint venture partner Discovery Partners, which is currently working with English Premier League side Manchester City on its own experience.

The project is looking to partner with other creative and digital companies in building the attraction.

Mr Tew says the attraction will be built to safeguard the future of rugby, and follows talks with Tourism NZ.

He says rugby has two of the country’s most powerful symbols, the black jersey and the haka, but few get a chance to experience the All Blacks.

The All Blacks Experience will, however, give all those curious about New Zealand a “powerful reason” to visit the country.

“Our research shows there is a real demand for an all-weather attraction like this on Auckland’s waterfront serving international and domestic visitors as well as Auckland locals.

“With tourism numbers growing rapidly, the business case stacks up strongly.”

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