Conference goers are abandoning big cities in favour of the regions.

Our convention market is booming with 3000 more conferences last year than the year before, bringing in more than $580 million in spending.

But a lot of conference delegates are staying away from the big cities and heading to the regions.

Chief executive of Conventions and Incentives New Zealand, Sue Sullivan, told Mike Hosking regional New Zealand has areas of expertise that the cities don't.

"Wine growing in Hawke's Bay, forestry in Rotorua, so conferences are often held where there are areas of expertise," she said.

LISTEN ABOVE AS SUE SULLIVAN SPEAKS WITH MIKE HOSKING