Napier prides itself as the 'Art Deco Capital'. Its Mediterranean climate supports a vibrant cafe culture, and excellent cuisine. Wine is also important in the whole Hawke's Bay region which is renowned for producing some of the world's finest wines with over 70 wineries located in the area. The region is also New Zealand's largest apple, pear and stone fruit producer. The Port of Napier and rail network provides quick export of these goods. Napier is also looking to grow its technology workers having announced its #GigatownNapier bid to become the first city in New Zealand to be connected to the world at Gigabit Internet speeds.

Entertainment in Napier is vibrant and varied. Tourists flock to the city for its attractions and activities, and a large attraction is the Art Deco building designs. Marine Parade is one of Napier's most famous highlights – a tree-lined ocean boulevard with fountains, gardens, mini golf, statues and spas.[12] The National Aquarium of New Zealand is also located on Marine Parade. For a city of its size, Napier also has a rather large number of hotels and accommodation providers compared to other New Zealand cities of similar size. Napier has a lively entertainment scene that includes many outdoor and indoor activities such as city tours, swimming, golf, sports, restaurants, theatres, etc. Shopping is also popular – there are high street and boutique stores to browse in, as well as antique shops, art galleries, and studios of potters, wood turners and craftsman.

There is also a thriving nightlife present in Napier. This is especially present in the entertainment district of Ahuriri, located five minutes drive from the city centre, along West Quay and Nelson Quay. Tourists and locals alike also enjoy walking or driving along Marine Parade after sunset. Local bands can be found playing in bars and restaurants.
Sailing, fishing and other water activities in the Bay are also popular. The marina and waterfront in Ahuriri, Napier, is a popular sea-tourism attraction. Fishing industries are thriving in Napier. On hot "Hawke's Bay days" swimming and family activities are popular in Pandora Pond – a salt water inlet by the inner harbour in Ahuriri – or on the beaches and playgrounds of Westshore and Ahuriri.

For flying enthusiasts, the annual model airplane show ‘Warbirds over Awatoto’ takes place on the outskirts of Napier. The 2013 gathering attracted 48 pilots and 120 planes.