Entering the Australian and New Zealand Defence Markets: What International Suppliers Need to Know

In short: International defence companies can explore opportunities in Australia and New Zealand through government procurement and prime contractor supply chains. Both countries publish information about planned procurements, allowing suppliers to prepare before formal tenders are released. However, they have different defence priorities, procurement institutions and industry requirements. Companies need a market entry strategy tailored to each country, including an understanding of local capability expectations, potential partners and ongoing support requirements.

Two closely connected defence markets

Australia and New Zealand share close defence and economic relationships, but international suppliers should not treat them as a single market.

Each country has its own defence organisations, procurement processes, industry priorities and commercial environment.

A product or service that is relevant to Australian Defence may also have applications in New Zealand, but the buying process, potential customers and delivery requirements can differ considerably.

International companies need to understand those differences before deciding how to enter either market.

This was one of the themes that stood out during my visit to Land Forces 2026 in Perth.

The event attracted defence businesses from around the world, many with capabilities that could be relevant to both countries.

But a competitive product is only one part of establishing a presence in a new defence market.

Defence customers want confidence in local capability

Having worked with defence prime contractors in New Zealand and Australia, including on maritime sustainment and Royal Australian Navy contract bids, I've seen the importance of understanding what the customer needs and demonstrating the ability to deliver.

For overseas suppliers, that often means addressing questions that go beyond the technical capabilities of their products.

Can the company provide ongoing maintenance and support? How quickly can it respond to problems? Does it have relationships with local service providers? Can it contribute to developing local industry capability?

The answers will depend on the product, contract and customer.

In my view, companies entering Australia or New Zealand should consider their local support arrangements early, while they are researching the market and speaking with prospective customers and partners.

That does not necessarily mean establishing a large local office or manufacturing operation.

For some companies, a suitable local representative or service partner may provide an effective starting point. Others may need a more substantial in-country capability.

The right approach depends on what the market requires and what the business can realistically sustain.

How Australian defence procurement works

Australian Government procurement opportunities are advertised through AusTender, including relevant opportunities from the Department of Defence.

AusTender also publishes Annual Procurement Plans, which identify significant planned procurements expected to be approached through open tender over approximately the next 12 months.

These plans can help suppliers identify potential requirements, research customers and prepare before formal tenders are released.

They are indicative rather than guaranteed opportunities. Planned procurements can change, be delayed or not proceed.

Australia also publishes broader defence capability investment priorities through its National Defence Strategy and Integrated Investment Program.

However, not every opportunity for an international supplier comes through a direct government tender.

Major defence contractors purchase substantial quantities of equipment, components and services from their own supply chains.

For a specialist overseas supplier, establishing a relationship with a prime contractor or an existing Australian supplier may be a more practical route than pursuing a large government contract directly.

The challenge is identifying which organisations are relevant to the company's capabilities and understanding their supplier requirements.

Companies should also assess applicable security, export control, technical and Australian industry participation requirements.

These can vary significantly between programmes and contracts.

Useful sources:

• AusTender - Australian Government procurement

• Australian Department of Finance - Annual Procurement Plans

• Australian Defence - 2026 Defence Industry Development Strategy

How New Zealand defence procurement works

In New Zealand, government tenders are published through the Government Electronic Tenders Service (GETS).

The New Zealand Ministry of Defence and New Zealand Defence Force have different responsibilities across defence capability acquisition, operation and sustainment.

For prospective suppliers, it is important to understand which organisation is responsible for the particular requirement.

The New Zealand Ministry of Defence provides information on how defence works with businesses and where suppliers can find opportunities.

The NZDF also publishes indicative information about potential future procurement activities.

Its July 2026 indicative procurement document lists activities it is considering over the following 12 to 18 months.

This is valuable for early market research because suppliers can identify potential areas of demand before a formal tender is released.

However, these are not confirmed procurements. Requirements, timing and funding may change, and some opportunities may not proceed.

Working through existing defence suppliers and prime contractors is also a potential route into the New Zealand market.

For international businesses, this makes it important to look beyond publicly advertised tenders and understand the local supply chain.

New Zealand and Australia: key differences for international suppliers

Both countries use government tender platforms, publish forward procurement information and offer opportunities through prime contractor supply chains.

The main differences concern the institutions involved, the scale and nature of the market, the capability priorities and the requirements applying to individual procurements.

Government tender portals

• Australia: AusTender.

• New Zealand: GETS.

Forward procurement information

• Australia: Annual Procurement Plans published through AusTender, identifying significant anticipated open-tender procurements over approximately the next 12 months.

• New Zealand: NZDF indicative future procurement information, alongside broader defence capability planning.

Defence market characteristics

• Australia: A larger defence market with extensive acquisition, shipbuilding and sustainment programmes.

• New Zealand: A smaller market with its own capability acquisition, support and sustainment requirements.

Supply chain opportunities

• Australia: Prime contractors, Australian industry partners and specialist suppliers.

• New Zealand: Defence primes, local service providers and specialist suppliers.

Local capability and market entry

• Australia: Industry participation, security and local support requirements may apply depending on the programme.

• New Zealand: Procurement-specific delivery, support, security and commercial requirements may apply.

The appropriate strategy will depend on the company, the capability and the particular opportunities being pursued.

Building a local capability plan

A local capability plan sets out how an overseas supplier intends to support customers and contribute to the market.

It does not need to be unnecessarily complicated, but it should be practical and credible.

Depending on the nature of the business, it may address:

• Local representation and customer relationships.

• Maintenance, servicing and technical support.

• Spare parts, logistics and response arrangements.

• Partnerships with local businesses.

• Training and skills development.

• Opportunities for local assembly, manufacturing or other industry participation.

The point is to demonstrate that the company has considered what happens after a contract is awarded.

For defence customers, reliability and ongoing support can be just as important as the initial product capability.

Five steps before entering either market

For an international company considering Australia or New Zealand, I would recommend the following approach.

1. Identify where your capability fits

Start with defence priorities and customer requirements, rather than assuming that an existing product will find a market.

Determine which organisations, programmes and suppliers may have a genuine need for your capabilities.

2. Understand the procurement environment

Identify how the relevant organisations buy and what technical, commercial, security or industry requirements may apply.

Look at planned activities and future capability needs, as well as current tenders.

3. Identify potential local partners

Consider prime contractors, existing suppliers, technical service providers and organisations that could help establish a credible local presence.

The right partner should add relevant capability, not simply provide a local address.

4. Decide how you will support the market

Determine what local representation, technical support and industry involvement are necessary and commercially realistic.

This should reflect the needs of the customer and the likely scale of opportunity.

5. Build relationships early

Engage with relevant industry participants and prospective customers during market research and continue developing those relationships as suitable opportunities emerge.

Early conversations can help test assumptions, understand requirements and improve the market entry approach before substantial resources are committed.

Related reading: Land Forces 2026: Defence Industry Opportunities and Market Entry Insights

How Defence Ready supports international market entry

Entering Australia or New Zealand involves decisions about where to focus, who to approach and how to establish a credible presence.

Those decisions are difficult to make without local knowledge and relationships.

Defence Ready helps international defence and space companies explore the Australian and New Zealand markets through market understanding, introductions, local representation and practical entry support.

We help companies identify relevant opportunities, understand the local environment and develop relationships with organisations that may become customers or partners.

If your business is considering Australia, New Zealand or both, we can help you determine a practical way forward.

Contact Defence Ready to discuss your market entry plans.

Contact

Talk to Rob about entering the New Zealand, Australian or Polish defence markets, local representation, partnerships, readiness or export opportunities.

defence@touchstone.nz

+64 9 243 0609

Defence Ready is a trading name of Touchstone Consulting Limited. © 2026

Your details are used only to reply to your enquiry.