Hawke’s Bay Wine Country is the successful brand used to market tourism initiatives. The brand was developed to promote all things associated with the wine country theme including wine, food, lifestyle and climate.

The region is taking full advantage of the brand, actively promoting the region locally, nationally and internationally.

The region’s Mediterranean-style climate, attractive landscape, internationally famous architecture, gourmet cuisine and award winning wineries all contribute to attracting domestic and international tourists.

A record number of visitors have turned tourism into a top-10 industry in Hawke's Bay with earnings exceeding $390 million annually and 2.2million visitors in 2005.

Events such as Harvest Hawke's Bay, several large wineries holding concerts and the Brebner Print Art Deco weekend in Napier attract thousands every summer.

In the winter a growing conference market offers low-season work for tourism businesses and accommodation providers.