Feeding people’s appetite for life by bringing them together to share different, inspiring and provocative culinary experiences.
Positively Wellington Tourism (regional tourism organisation) and Grow Wellington (regional economic development agency) established Visa Wellington On a Plate (Visa WOAP) in 2009 to showcase the region’s food and beverage sector, and to develop culinary tourism in the region.
The festival was also developed as a vehicle to showcase Wellington’s regional identity and to provide a platform for the culinary community, from across the wider region, to work together to deliver a unified outcome celebrating the whole region. The Wellington Culinary Events Trust, which now owns and manages Visa WOAP and Beervana, was established in February 2014 by the founders of the annual festival to govern and further develop the festival and surrounding opportunities.
- To support Wellington’s hospitality and culinary sector to thrive
- To support Wellington to become one of the world’s great food cities
- To tell the Wellington Food Story via different, inspiring and provocative culinary experiences
- To drive economic growth for the Wellington region through visitation and export growth
Our Key Messages & Values
VWOAP stands for collaboration and partnership. By developing a relationship with VWOAP through both industry and consumer – you align your organisation in helping to tell an integral part of Wellington’s story represented by our key brand values and messages:
- Innovative: Seeking our new culinary adventures
- Real: Authentic experiences
- Community: Food is best shared
- Quality: A restless pursuit of excellence
- Collaborative: A city and region working together to serve up more
Visa WOAP has quickly gained significant support not only from the Wellington food and beverage industry but also from producers and suppliers. The festival is a key platform for the marketing of the Wellington hospitality industry throughout the Wellington region, New Zealand and Australia. And since its humble-pie beginnings, the annual festival has worked hard to establish a reputation as one of New Zealand’s premier culinary events.
The festival has continued to grow both in size and success. Since 2009, DINE Wellington participation has increased over 150% (from 42 to over 100 restaurants) and the Festival Events programme has surged ten-fold (from 12 event to 125) – food for thought!
Economists have even suggested that the Festival has the potential to be as valuable and strategically important to Wellington as reputable events such as the World of WearableArt Awards Show.
Promoting local industry
With a goal to support Wellington’s hospitality and culinary sector to thrive, the festival is the cornerstone in supporting Wellington’s position as the Culinary Capital of New Zealand, the festival acts as a platform for a delicious and diverse range of events, programmes and competitions.
Wellington’s restaurant community shine through Dine Wellington – where approximately 100 eateries throughout the region offer locally focused set menus – the festivals’ centrepiece; Beervana leads the Festival Events programme, the new Cocktail Wellington and the annual battle of the buns, Garage Project presents Burger Wellington, is a favourite of the Festival.
Cheers for your support!
Visa WOAP would not exist if not for our generous sponsors and partners. As far as we’re concerned, having too many cooks in the kitchen is definitely a good thing!