Latest News

Back to Latest News back


All Blacks Experience opens in Auckland

All Blacks Experience opens in Auckland
December 5, 2020

The All Blacks Experience, an immersive and interactive attraction celebrating New Zealand rugby, has opened at Auckland’s SkyCity.

Opened at launch event on Tuesday evening, the attraction is the first major new tourist attraction to be launched since New Zealand closed its borders due to the Coronavirus pandemic.

Speaking at the opening, Dame Julie Christie, All Blacks Experience Board Chair, advised “this is a huge milestone after a challenging year for everyone.

“Having New Zealand Rugby and Ngai Tahu Tourism working together has delivered something really special, and I’m excited to see and hear the reaction from people when they experience this state-of-the-art guided encounter.”

A joint venture between Ngai Tahu Tourism and New Zealand Rugby, the All Blacks Experience, took seven years to plan and over a year to construct, receiving $2,280,500 of New Zealand Government funding.

Celebrating  all teams who wear the black jersey - not only the All Blacks, but also the Black Ferns, Maori All Blacks, and All Blacks Sevens - the immersive encounter sets out to express the passion of the All Blacks story including its history, its traditions and its players. 

With a 45-minute guided experience lies at its heart, the attraction’s highlight is the All Blacks’ haka, with visitors able experience the full force of the haka via a four-metre high screen “bombardment”.

The attraction features five interactive zones including a chance for visitors to test out their own rugby abilities. 

The attraction also includes the largest All Blacks retail outlet in New Zealand - the only official store for fans to purchase personalised jerseys.

Commenting on the opening, New Zealand Tourism Minister, Stuart Nash stated “the state-of-the-art All Blacks Experience in Auckland will be a world-class attraction once international tourism can safely resume (and) will be a major drawcard for visitors to the wider Tamaki Makaurau region.”

With the venture currently aimed at a domestic audience, Minister Nash added “any Kiwi who is passionate about rugby and our sporting and cultural history should consider putting this new attraction high on their list of must-do experiences.”

He went on to say “this new attraction shows there is much to be confident about for the future of our tourism industry.”

Te Runanga o Ngai Tahu Kaiwhakahaere Lisa Tumahai says the opening is an important milestone for the iwi, which has a proud tradition of whanau being selected for the All Blacks, Maori All Blacks, Black Ferns, and other national rugby teams.

She noted “the All Blacks Experience helps to honour the achievement of all our whanau who have worn the black jersey. The mana of that special jersey is recognised throughout the world, and it is certainly felt strongly by anyone walking through the All Blacks Experience, just as I (have) experienced.

“We know the pride New Zealanders feel for the All Blacks, Maori All Blacks, and Black Ferns will draw them to this experience and in time we will look forward to welcoming fans from around the world to get a true sense of what it feels like to run out onto that pitch as a member of one of the world’s most famous sporting teams.”

Ngai Tahu Tourism is one of the largest tourism operators in New Zealand with 12 businesses that include Rainbow Springs, Shotover Jet, Franz Josef Glacier Guides, Dart River Adventures, Hukafalls Jet, Agrodome and Glacier Southern Lake Helicopters.  It also owns half of the astro-tourism Dark Sky Project. 

Images: Features of the now open All Blacks Experience.

Related Articles

20th November 2020 - New Zealand Tourism Minister sets goals to attract ‘high-net-worth’ visitors

16th November 2020 - Auckland’s All Blacks Experience to open on 2nd December

26th October 2020 - ATEED Chief Executive Nick Hill to head merged Auckland Council tourism and venues agency

10th September 2020 - Ngai Tahu Tourism Dart River Adventures reopening in time for summer

8th September 2020 - Ngai Tahu Tourism takes full ownership of The Station booking and information hub

3rd September 2020 - Auckland’s new All Blacks Experience to open in December

4th February 2020 - AIG to end All Blacks sponsorship deal

28th January 2020 - All Blacks Experience appoints Phil McGowan as Business Manager

7th November 2019 - Construction begins on Auckland’s All Blacks Experience attraction

25th September 2019 - Ngai Tahu Tourism and Antarctica New Zealand launch new Scotts Base partnership

10th September 2019 - New Zealand Rugby names former All Black as new Chief Executive

15th August 2019 - Auckland tourism and events agency achieves global recognition for environmental performance

19th July 2019 - New Zealand Rugby cancels 700 ‘fraudulent’ All Blacks tickets after Ticketek intervention

2nd July 2019 - All Black Luke Romano unveils news luxury adventure tourism brand

20th September 2018 - Ngai Tahu Tourism increases investment in its people

26th April 2018 - All Blacks to play in Christchurch in 2018

12th February 2018 - Eden Park adapts All Blacks’ dressing room into wedding chapel

20th December 2017 - All Blacks experience will bring fans closer to their rugby heroes

4th April 2017 - All Blacks feature in new campaign to promote Auckland

3rd November 2015 - Rugby World Cup underlines All Blacks supremacy

13th August 2015 - All Blacks attraction to open in Auckland in 2017

5th February 2015 - Record year for Auckland tourism

10th December 2014 - Study suggests All Blacks likely to keep on winning

6th July 2010 - Sport tourism takes centre stage

Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all


Gladstone Health & Leisure (Gladstone MRM Pty Ltd Australia) is a leading supplier of leisure management and fitness software and is endorsed by leading health and fitness professionals and…

read more

Access / Billing / Fitness / Technology / Venues


Polin Waterparks

Polin was founded in Istanbul in 1976, and has since grown into a leading company in the waterparks industry. Today Polin is one of the world leaders in the design, production, and installation of…

read more

Aquatics / Attractions / Play / Waterparks


WATERPLAY Solutions Corp

Whether your goal is increasing your centre's revenues or creating an engaging environment, why not add play to your project? If you're looking for stylish aquatic play features, kid-tested…

read more

Aquatics / Attractions / Play / Recreation / Waterparks


@leisure Planners

@leisure is a team of experienced leisure, aquatic and sports facility managers and planners, with market modelling, sports management, recreation planning, business and GIS qualifications. We have…

read more



XBODY Australia Pty Ltd

PROVEN BUSINESS CONCEPTS WITH XBODY XBody’s goal is to see you and your EMS business succeed. That is why we don’t just sell equipment, we provide know-how, expert knowledge,…

read more

Fitness / Technology / Wellness



SLE Worldwide Australia is a Managing General Underwriter specialising in insuring risks in the world of Sports, Leisure and Entertainment. Be it relaxing, playing, organising or watching sports,…

read more

Insurance / Venues



Intelligenz provides Leisure Management Software for managing all your Program Registrations, Facility Bookings, Membership Sales and POS Transactions; including detailed Reporting, automated…

read more

Access / Billing / Finance / Marketing / Technology



Hidroplay welcomes you to the exciting world of children's Playscapes, waterslide's and Water Attractions. Appealing to families, Hidroplay increases patronage in your facility during those…

read more

Aquatics / Play / Recreation


get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business