2025 Event findings

21 August 2025

Fieldays shares 2025 event findings

Fieldays 2025 marked its 57th year with four busy days at Mystery Creek in June, welcoming 110,000 visitors and 1,106 exhibitors. The New Zealand National Fieldays Society – the charitable organisation behind the event – is now sharing key findings and insights, giving stakeholders and supporters a clear picture of this year’s impact. Early results highlight a sense of optimism that mirrors the positive mood across New Zealand’s primary industries.

Richard Lindroos, Chief Executive of the Society, spoke about the ongoing relevance of Fieldays to New Zealand, saying, “Fieldays is a national strategic asset and an annual event that not only supports those working in the primary industries but also plays a vital role in driving New Zealand’s economy.”

In a back-to-the-future space, attendance was highest on the Friday, with numbers relatively even across the other days. Saturday drew more visitors than in previous years, likely boosted by new attractions such as the Red Bull Cut It lawnmower racing. Online ticket sales continued to grow, now accounting for 70% of all sales, up 3% from 2024. Auckland, Waikato, and the Bay of Plenty again topped the list for ticket buyers—regions that together represent a significant portion of New Zealand’s population and economic strength, from Auckland’s industrial powerhouse to Waikato’s rich dairy heartland, and the horticultural hub of the Bay of Plenty.

According to survey responses, the top three reasons cited for visiting Fieldays were to take advantage of Fieldays deals, purchase products or services, and research new products and innovations.

Among Fieldays’ core audience of farm, orchard, and horticultural block operators, 86% said they have either purchased or intend to purchase agricultural equipment, goods, or services as a direct result of attending. Chris McDowell from Roto-o-rangi, is an advocate for the event, and one such punter. As a 2IC on a dairy farm McDowell said the reason he goes to Fieldays is because it’s just something he’s always done. “It’s something I look forward to every year, it’s the best place to see what’s new in the industry,” McDowell said. He came to Fieldays on the Wednesday, as he does most years, usually choosing that day or Thursday. “I planned to buy some fencing gear for work, and picked up what I needed,” said McDowell.

Steve Meertens, a lifestyle block owner in the Waikato, said, “My family and I go to Fieldays each year for a variety of reasons. I bought some gear and tools, caught up with suppliers, and checked out the latest innovations and technology. This year, I was particularly interested in learning more about electronic motorbikes and the sustainability-focused products that are continually entering the marketplace.”

Feedback was also gathered from sponsors, exhibitors, and providers. Once again, free public transport was offered from locations across the Waikato, with more than 14,000 people choosing to travel by bus – a record uptake. Supporting rural health remained a big focus too, with 1,300 free ECGs carried out onsite at the Fieldays Hauora Taiwhenua Health & Wellbeing Hub. Of these, 30 picked up signs of atrial fibrillation or other irregular rhythms, leading to specialist referrals or urgent GP follow-ups, thanks to the work of the Waikato Cardiothoracic Unit.

The refreshed Fieldays App was a hit in 2025, with a smarter design and handy new features like an improved ‘What’s On’ layout, personalised schedules, live updates, and the ability to take notes. A record 38,458 people used the app, and on average, visitors spent over eight minutes exploring the app and returned more than four times each – clear proof it became an essential source of information during their visit. The map and search tools proved especially popular, while survey feedback showed Exhibitor Listings came out on top as the most valued feature.

Satisfaction levels remain strong with 90% of exhibitors and 94% of visitors rating their Fieldays 2025 experience as good to excellent. By keeping the event fresh, innovative, and sustainable, the Society continues to deliver on its mission of championing rural communities and supporting New Zealand’s wider agricultural industry.