This study aimed to analyze the competitive relationship among meetings, incentive, convention and exhibition (MICE) destinations with reference to the notion of niche businesses in New Zealand; and to explore the existence of cooperative strategies between neighboring destinations. The data were collected from Ministry of Business, Innovation and Employment Reports on the Convention Activity Survey (CAS) in New Zealand. The study contributes towards an innovative and better understanding of the dynamics of sustainable destination competitiveness. It broadens the scope of MICE industry research by exploring new insights on the notion of destination competition and makes a theoretical connection between niche theory and the importance of coopetition. By investigating the case of MICE destinations of four northern central islands in New Zealand, this study provides information on the strategic significance of niche marketing for global destinations preparing for entrance into this market.