New Zealand plans ultimate All Blacks Experience

From 2017 fans will be able to get closer than ever before to one of the most popular sports teams in the world, the All Blacks.

In 2017 a unique new visitor attraction will open in Auckland, New Zealand. The All Blacks Experience will be an interactive destination showcasing the All Blacks and the game of rugby like never before.

The state-of-the-art destination will be built on a prime site in Auckland’s waterfront Wynyard Quarter.

New Zealand Rugby Chief Executive Steve Tew said the attraction aimed to be an inspiring place for all New Zealanders and visitors to embrace New Zealand’s rugby heritage, traditions and culture.

“We are bringing together the stories of our rugby legends, the drama and excitement of test match rugby, and the magic and mastery of the All Blacks into a unique, world-class attraction on Auckland’s waterfront.

“This is will be a special place to enjoy a hands on, fully interactive experience of rugby; a place to celebrate the successes of all our national team; a place to be inspired and learn more about what it takes to succeed at the highest levels of the game.

“This will be an entertaining world class destination that will help visitors to New Zealand understand the part rugby plays in our national identity and how rugby is intertwined with our culture.

“Many tourists will never get a chance to see an All Blacks game. Many know the black jersey and the haka. All Blacks Experience will give them an exciting opportunity to get up close to these great symbols of our country, another place to create lasting memories of their time in New Zealand.”

“Our research shows there’s a real thirst for an indoor attraction like this on Auckland’s waterfront. With tourism numbers growing strongly, we believe the business case stacks up strongly for an attraction like this and we are confident, along with our partners Discovery Partners, of delivering an attraction that will set the standard for visitor experiences in this country."

Tourism New Zealand Chief Executive Kevin Bowler said: "The whole idea of this new venture is about telling another New Zealand story in a way we haven't seen before. The All Blacks are an integral part of who we are as Kiwis and visitors love to hear about our national team. The All Black Experience brings the whole story together, the history, the players and the culture in a way that will have great appeal, not just for overseas visitors but for New Zealanders also.”

All Blacks Experience snapshot

  • World-first All Blacks interactive visitor attraction
  • Innovative destination to showcase the heritage, culture and high performance stories of New Zealand rugby, the All Blacks and other national teams
  • Opens 2017 in Auckland