More than 20,000 people will flock to Tauranga over the summer to witness one of the Bay's most iconic and now sold-out music festivals, Bay Dreams.

Festival promoter Pato Alvarez and business partner Mitch Lowe say they have been overwhelmed with the response.

'Bay Dreams has sold out three weeks earlier than last year, and it isn't easy to sell out festivals,” says Pato.

Pato, who is also responsible for the Mount Park Summer Series and the upcoming Bryan Adams gig at ASB Baypark, alongside business partner Toby Burrows and the One Love Festival, which is also selling well, says the events are the result of a vision he had six years ago.

'We try to target all demographics,” he says, 'and bring events and genres of music that suit all different ages and tastes by choosing the right bands and having strong marketing campaigns. But delivering a good event for our customers is our first rule.”

Around 1200-1500 overseas visitors attend the festivals and are expected to contribute millions into the local economy during their stay.

Tourism Bay of Plenty head of marketing, Kath Low, says these summer events have a significant impact on keeping visitors in the region

'The Bay of Plenty has always held a special place in the hearts and minds of New Zealanders as a fantastic place to holiday during the summer.

'The beaches, sunshine, stunning natural attractions and central proximity to our neighbouring tourism hot spots contribute to this region being a hive of activity during those months.

'Events, concerts, sporting matches and other activities which enhance the visitor experience and provide an alternative catalyst to visit or stay longer are wonderful.

'Tauranga, during One Love, is at capacity with central accommodation providers.”