Matatini 2013 could reach crowds of up to 60,000 people over four days and organisers are hoping Rotorua will be the permanent home of the biennial kapa haka festival.
Festival director Monty Morrison said Te Matatini O Te Ra 2011 in Gisborne attracted 15,000 people a day.
He said Rotorua would attract at least that number _ meaning a massive total over four days.
An economic impact review of Te Matatini O Te Ra by Angus & Associates showed adult visitors spent an average of $778.50 during the course of the festival. Applying this figure to the number of people attending each day would indicate that Rotorua would expect to benefit at least by $12 million.
Mr Morrison said part of the original proposal to the Te Matatini National committee to host the 2013 festival looked at Rotorua becoming the permanent home for the festival.
Earlier this year, Christchurch was given the 2015 festival but Mr Morrison said their planning was still based on Rotorua being the permanent location for Te Matatini from 2017 onwards.
"We are willing, we are able, we are proven, we are the centre of Maoridom and we've got the assets.''
Rotorua District Council Events and Venues operations manager Chrispian Stewart said their planning was under way and they were using their Rugby World Cup planning as a template.
"Te Matatini is our Rugby World Cup of 2013.''
Mr Stewart said they were hoping for the festival to be as successful as possible and help Te Arawa secure the festival.
"We want to do a good job so we can get it back in 2017.''
Mr Stewart didn't want to guess how much the festival would be worth to Rotorua and it was difficult to draw comparisons with other festivals, such as Raggamuffin. He said that undoubtedly the city would benefit considerably.
A report released last year revealed last year alone, Rotorua's economy benefited by $9.3 million from those who went to Raggamuffin.
Te Arawa delegate to the Te Matatini National Committee, Donna Grant, said planning was going really well and a Te Arawa hui-a-iwi was being held at Te Papaiouru Marae, Ohinemutu on July 7.
"This will be to keep everyone abreast on what was happening and an opportunity for people to offer their support.''
Te Matatini 2013 will run from February 20 to 24 including four days of competition and will have about 6000 performers from 42 kapa haka groups from throughout New Zealand and Australia, including six Te Arawa groups: Tuhourangi-Ngati Wahiao, Te Mataarae i Orehu, Nga Uri o Te Whanoa, Kataore, Manaia and Nga Potiki a Hinehopu.
Te Arawa hosted the very first Te Matatini, in 1972 and then the 1996 event, at Arawa Park Race course, where Ngati Rangiwewehi were the winners.