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The arrival of three private jets into Hawke’s Bay Airport in the days before Christmas is being described as a boon for the region.

Air Napier chief operating officer Arsel Aslam said all three of the jets had come from Southeast Asia on December 20 and went through Air Napier’s international terminal and Customs service, the first time three at one time had come into the region.

Aslam said the guests valued confidentiality, but he could say one of the clients flew in a family group of more than 20 people for Christmas.

That family is considered by Forbes to be one of Asia’s 25 richest, and they were here to enjoy some quiet Kiwi hospitality, Aslam said.

From the airport, the guests had been taken to Rosewood Cape Kidnappers, where they had spent money, before going to local restaurants and shopping, he said.

“We’re now seeing huge interest out of Asia for a holiday in Hawke’s Bay for high-net-worth individuals.

“These people fit in really well, you wouldn’t even really know you’re sitting beside them at your local cafe.

“It’s incredible for the region, the money that is being spent, and the fact they’re coming here for Christmas is just amazing.

“These people have a choice of anywhere they can go across seven continents, and they’re choosing Hawke’s Bay.”

Aslam said Rosewood Cape Kidnappers’ involvement with the international Rosewood group was a game-changer when it came to attracting high-net-worth individuals to the region.

But everyone in Hawke’s Bay benefited, from the businesses doing the refuelling to shops and restaurants.

“These people can even buy businesses here if they like them, that’s the reality of who they are – they are real movers and shakers globally.”

Aslam said Air Napier was becoming the gateway to high-net-worth individuals coming into Hawke’s Bay because of its international Customs service.

“I reckon in about two or three years you are going to have jets that are going to be lining up to come into Hawke’s Bay.

“We’re working hard to bring these, it just opens up so many more opportunities.”

Hawke’s Bay Airport chief executive Nick Flack said there were 95 private charters into Napier in 2025.

“Hawke’s Bay is a popular holiday destination for international high-net-worth visitors arriving directly by private aircraft. They love everything that our region has to offer and they’re a significant contributor to our visitor economy.”

What is Air Napier’s private jet offering?

The airline is a fully operational fixed base operations (FBO) centre, providing private plane charters and 24-hour service.

In 2024, Air Napier was granted clearance for a Customs-controlled area (CCA) and its own private terminal.

It’s door-to-door service, with champagne on arrival, a catered spread, and a friendly face to greet you with a coffee and a smile.

It’s hard to believe you’ll clear Customs within 10 minutes and be on your way to that important business meeting or a round of golf at Cape Kidnappers.

Air Napier chief executive Shah Aslam and chief operating officer Arsel Aslam hope that full-service private jet experiences like this, which are now easier to achieve due to the Customs-controlled area clearance, will help significantly increase tourism revenue and business opportunities in Hawke’s Bay.

“The biggest asset of [being a Customs-controlled area] is that it brings not only high-net-worth leisure travellers but also business opportunities to Hawke’s Bay,” Arsel noted.

“We think about the apple and wine industries: these big players want to come here, complete their business and head out because they most likely have other places to be as well.”

Air Napier chief executive Shah Aslam (left foreground) stands next to chief operating officer Arsel Aslam and the Air Napier staff outside the Air Napier Terminal at Hawke's Bay Airport in March last year. Photo / Warren Buckland

Besides the arrival lounge and car service, Air Napier uses two rooms during its new international offering. One of them handles bags and checks luggage, while the other is for any other Customs business and paperwork.

“When they come in the building is shut down. We have NZ Customs staff in here, as well as MPI biosecurity staff and our own staff who have all been cleared by the various government security agencies,” Arsel said.

Depending on how guests want to make the most of the hospitality, they could be out and ready to go in under 10 minutes.

“For many of these people, time is money,” Shah said.

“Seamlessness is part of the package.”

These markets for business and pleasure are teeming with economic opportunities, not only from the client spending but also the staff they bring.

“We’ve waited a long time, and it has taken a lot of effort, but it benefits everyone,” Shah said of the Customs clearance in 2024.

“People think it’s just Air Napier that is benefiting, but it’s also the contractors and staff we bring in as well. Servicing a plane that’s coming from overseas, there’s a whole team around that, and it has massive economic benefits for Hawke’s Bay.”

He said the focus of tourism in Hawke’s Bay is often on hordes of cruise passengers, but one high-value jet could be as valuable to the economy as two boatloads.

“This is just the start of our offerings and what we are capable of, and we’ll continue to improve our services.”