Whangarei is looking to attract more big-name events after successfully hosting a date on the lucrative Lions tour.
The city saw the first stop of the tour in June last year, with the Lions taking on the New Zealand Provincial Barbarians.
A Price Waterhouse Coopers report shows more than six million dollars was earned on match day.
Economic development facilitator Pete Gleeson says each successful event increases Whangarei's capability of hosting more.
"Eight years ago I guess the stats for Northland weren't that flash, they are certainly more positive now and that is a part of the event strategy that we've adopted to certainly attract these events."
Gleeson says successfully hosting events like the Lions will do wonders for attracting more tourists.
"[We want to] give the visitors that are actually here a great experience that then they do go back home and talk to others and say gee whiz you've got to get up to that Northland area."