As we come to the end of 2025, I’ve been reflecting on a year marked by significant progress, renewed confidence, and an unmistakable lift in momentum across our region. Despite a mixed national economic picture, Manawatū continues to demonstrate its resilience and ambition. This year we’ve seen major steps forward in agrifood, tourism, logistics, innovation, and regional partnerships – all signalling a region that is not only adapting to change but shaping the future.

At CEDA, our focus remains clear: to drive sustainable economic growth through partnership, strategy, and enabling the conditions for businesses, people, iwi and communities to thrive. The mahi of 2025 demonstrates what’s possible when we align around shared goals and put our region’s strengths to work. 

Te Utanganui has entered a new phase of growth with a refreshed strategy, a dedicated national-facing website, and strengthened advocacy that reflects the hub’s expanding scale and momentum. The updated strategy sharpens the focus of Te Utanganui, leveraging it’s unique strengths as a high-performing, intermodal hub. With increased national engagement and support for key enabling infrastructure, including the planned Regional Freight Hub and Manawatū Regional Freight Ring Road, Te Utanganui is rapidly attracting new operators, creating jobs, and catalysing investment, helping future-proof both the region and New Zealand’s wider freight and logistics network. 

Tourism in Manawatū gained strong momentum in 2025, with the region represented at New Zealand’s largest travel trade show, TRENZ, for the first time, connecting with more than 50 international and domestic buyers and raising our profile on the global stage. The Manawatū Garden Festival returned bigger than ever, supported by a new ticketing system, and extensive media coverage, thanks to Air New Zealand’s Regional Event Sponsorship Programme. 

We are also proud to have joined a new North Island tourism alliance aimed at strengthening offshore visibility in key markets. Locally, the Wait, What?! campaign reignited regional pride and advocacy, delivering 9.3 million impressions, over 72,500 website visits and strong business engagement. This growing confidence in our visitor economy here is reinforced by our latest Community Sentiment Survey, which shows high and rising community support for the visitor sector, providing a strong foundation for the continued delivery of the Manawatū Destination Management Plan. 

The Manawatū Regional Food Strategy continued to deliver tangible impact on the ground. The Land Diversification Initiative, supported by tools such as the Land Diversification Report, Crop Suitability Map and newly launched Grower Guides, are helping landowners explore new opportunities and future-proof their operations. This work is complemented by growing global and national collaboration, including Manawatū’s participation in the EU-funded International Urban and Regional Cooperation programme and CEDA’s collaboration with other regional economic development agencies to strengthen primary sector resilience and innovation as part of a bespoke exchange programme funded through AGMARDT.  

2025 was officially the Year of Agrifood in Manawatū, and the region rose to the occasion, hosting more than ten nationally significant events including One NZ Plate of Origin, E Tipu – the Future Food and Fibre Summit, the New Zealand Food Awards and the Central Region Export Awards. These events reinforced Manawatū’s reputation as the epicentre of agrifood innovation, underpinned by world-class research, rich natural resources, a growing agritech sector and leading producers.

A key part of our success this year has been the strength of our relationships – with iwi and hapū, businesses, regional and national stakeholders, and our two shareholder councils. By working together, we’re collectively future proofing the region, harnessing the opportunities ahead and laying the groundwork for a prosperous future.

On behalf of the CEDA Board and team, thank you to everyone who has contributed to making Manawatū the best it can be. Wishing you all a wonderful festive season – enjoy exploring everything our beautiful region has to offer with your friends and whānau.

Make sure you check out ManawatuNZ.co.nz for all the inspiration you need, including the region’s jam-packed events calendar. 

Mā te wā,
Jerry Shearman,
CEO, Central Economic Development Agency