Tātaki Auckland Unlimited (TAU)

Tātaki Auckland Unlimited (TAU) is the region’s cultural, events and destination agency. It works to make Auckland a vibrant place to live, visit and enjoy.

TAU celebrates and promotes Auckland’s unique character with a diverse programme of events, experiences and taonga (treasures).

On behalf of Auckland Council, TAU:

• promotes, delivers and invests in events across the region
• cares for some of Auckland's most treasured spaces and places
• shares Auckland’s story and brand with the world.

This work connects communities, celebrates identity and helps to grow Auckland’s reputation as a world-class city.

TAU looks after our some of our region’s most loved taonga and places, including:

• Auckland Zoo
• Auckland Art Gallery Toi o Tāmaki
• New Zealand Maritime Museum Hui Te Ananui a Tangaroa
• The Civic Theatre
• Auckland Town Hall
• Aotea Centre
• Auckland Stadiums.

TAU ensures these places can be accessed and enjoyed by all Aucklanders and visitors. It works to enrich them for current and future generations.

TAU grows revenue through:

• events
• sponsorship
• venue hire
• other initiatives.

This helps to:

• reduce reliance on rates to pay for the work TAU does
• reinvest in Auckland’s future.

TAU’s work is guided by the principle of kotahitanga – one shared purpose. This work is strengthened through partnerships across the wider Auckland Council whāna Extended family, family group, a familiar term of address to a number of people. Also the primary economic unit of traditional Māori society. u and a diverse range of public and private sector organisations.

TAU is committed to working with mana whenua Hapū and iwi with ancestral relationships to certain areas in Tāmaki Makaurau where they exercise customary authority.  and mataawaka Māori who live in Auckland and are not in a mana whenua group.  to reflect and share the unique identity and taonga of Tāmaki Makaurau.

TAU was created in 2020 with the merger of two former council organisations:

• Regional Facilities Auckland
• Auckland Tourism, Events and Economic Development.

In July 2025, TAU’s economic development functions moved to Auckland Council's Economic Development Office.

Visit Tātaki Auckland Unlimited for more information.