The project was launched at Meeting 2012 at Skycity in Auckland today (14 June).
Tourism New Zealand's general manager marketing communications Justin Watson said: "Tourism New Zealand's primary role with business events is to provide destination marketing, to convince planners that there is much more on offer in New Zealand than if you hosted your event elsewhere.
"Beyond convention can be applied across the sector - for meetings and conferences, convention relates to the event. In the incentives space, it is more about promoting that there is nothing conventional about an incentive trip to New Zealand."
The theme will be rolled out promoting New Zealand across a range of concepts such as "beyond the meet and greet"; "beyond the morning break" and "beyond the cityscape".