In a time where regions are searching for ways to connect, attract visitors and celebrate local identity, free art events such as FOTOFEST Hawke’s Bay have become far more than a calendar highlight—they are an investment in the cultural and economic future of the region.
Now celebrating its fifth year, FOTOFEST has grown into one of New Zealand’s largest free photography festivals, transforming galleries, shopfronts, public spaces and businesses across the region into an accessible exhibition trail. The festival annually features more than 40 exhibitions alongside workshops, talks and events, bringing together established professionals, hobbyists emerging artists, students and first-time exhibitors from Hawke’s Bay, throughout New Zealand and worldwide.
What makes FOTOFEST unique is its casualness, without pretence.
For three weeks in October photography becomes part of everyday life. Visitors might discover an award-winning landscape photographer displayed in a business window, stumble across a thought-provoking documentary exhibition on the side of a building while shopping, or meet an artist during a free floor talk.
Art becomes something to encounter rather than something people feel they have to seek out.
For photographers, the festival provides invaluable opportunities to exhibit alongside peers, to sell work, connect and build professional networks and develop confidence. Emerging creatives stand shoulder to shoulder with experienced artists, creating a festival that celebrates talent at every level rather than separating professionals from newcomers. Youth also bring their voice with their own exhibition and event and diversity is celebrated with IHCNZ photography competition and exhibition “Capture the Moment” reinforcing the idea that creativity belongs to everyone.
The benefits extend well beyond the creative sector. Arts festivals encourage people to explore their surroundings differently, support local cafés, retailers and accommodation providers, and create reasons for visitors to stay longer in the region. This free, multi-venue event encourages repeat visits as people follow exhibition trails across Hawke’s Bay, discovering local areas and businesses they may not otherwise have visited. This kind of cultural tourism strengthens our region’s reputation as a destination that as well as food and wine, offers meaningful experiences for individuals through to families to enjoy.
Events such as FOTOFEST also play an important role in strengthening community identity. They tell local stories, celebrate diverse perspectives and encourage conversations that continue long after an exhibition closes. Photography has a remarkable ability to document who we are, where we’ve been and how we see the world, making it one of the most accessible forms of art.
As regions across New Zealand compete for visitors, creative events need to be recognised as essential rather than optional entertainment. They generate economic activity, support artists, activate public spaces and contribute to the vibrancy that makes people want to live in—and visit a place. FOTOFEST Hawke’s Bay demonstrates that a community-driven arts festival can deliver all of these outcomes while remaining free and accessible. By bringing together local, national and international photographers with businesses, galleries and audiences, it showcases not only outstanding photography but also the creativity, collaboration and hospitality that define Hawke’s Bay. Adding the support of larger funded local arts based organisations can only help ensure a mix of art events that everyone can benefit from.
FOTOFEST isn’t simply exhibiting photographs. It is helping shape the cultural identity of our region, one image—and one visitor—at a time.
Shayne Jeffares
FOTOFEST Hawke’s Bay Founder
FOTOFEST happens from 28th September to 22nd October.