Research and Market Development Plans

DQ carries out regular research for each of our key segments or passion points to ensure our content and activity is relevant. Additionally, DQ is also creating holistic market development plans for each of our key segments.


Market Development Plans

We are creating Market Development plans (MDPs) to support, promote, and maximise the key segments. This segment-led approach aligns with the district's Destination Management Plan, Regenerative Tourism by 2030. MDPs are ongoing pieces of work - as plans are finalised, the content will be added to the list below


Destination Queenstown Key Segment Research 

DQ takes a targeted market segment approach, based on key drivers, with the aim of attracting visitors to the region who best align with our host community and our destination. There are ten leisure market segments and three business/groups market segments.

Leisure: Ski enthusiast, winter lover, trail shredder, biking explorers, golf buddies, outdoor explorers, adrenaline seekers, luxury indulgers, family adventures, and food and drink lovers.

Events: business events (conference, incentives), weddings 

These segment resources are being developed over FY22-23 and will be refreshed annually.


Additional Data and Insights Resources

The following sites provide a range of New Zealand and Global tourism-related data and insights:

Tourism New Zealand - Data and Insights Site

Ministry of Business, Innovation and Employment (MBIE) - Tourism Evidence and Insights Centre (TEIC)

Tourism Industry Aotearoa (TIA) - Insights Resources

DGiT - Activating Domestic Tourism Tool

United Nations World Tourism Organisation (UNWTO) - Tourism Data Dashboard 


The data sets, insights, and related resources have been created for use by Destination Queenstown and its membership base only. They are not for publication or dissemination without consulting Destination Queenstown prior.