Travel Update

Travel Update

New Zealand’s international borders are now open to Australian and other visa-waiver visitors. For the latest information on COVID-19 guidelines when travelling to or around New Zealand, visit https://covid19.govt.nz.

Destination Queenstown runs a targeted media programme to showcase Queenstown to New Zealand and Australian audiences. DQ also works alongside Tourism New Zealand on its International Media Programme (IMP) to target publications and influencers in long-haul markets.

Winter campaign 2021

The two-part 'Home of Winter Adventure' campaign ran from 23 May - 21 June and 2 - 17 August and focused on two key target segments – Winter Holiday Lovers and Ski Enthusiasts.

As part of this campaign, DQ worked with a number of publications to promote Queenstown as the ideal destination for a winter break. This included 22 editorial features in national and regional publications reaching over 2.7 million readers:

  • Avenues Magazine - ski
  • Canterbury Today - winter wonderland
  • Tots to Teens - family winter
  • MiNDFOOD - winter holiday
  • Stuff - winter magazine
  • Wayfarer - winter adventures
  • And earned content in NZ Herald, Stuff, Kia Ora, Stuff, Scout and more.

As the quarantine travel arrangement with Australia was short-lived in 2021, the majority of our Australian PR activity was postponed. However two key projects we worked on were assisting two Australian networks broadcast live from Queenstown:

  • Today Show reached over 4.1 million viewers
  • Sunrise weather live cross reached over 448,000 viewers.

Eight editorial features were also generated including Gourmet Traveller, Qantas Traveller Insider, and MiNDFOOD. A TNZ partnership piece with International Traveller is yet to be published (pending international borders).

International Media Programme with Tourism New Zealand

DQ works closely with Tourism New Zealand on its International Media Programme, bringing journalists, influencers and the stars of its Ambassador programme from key long-haul markets to experience the best of Queenstown.

To check on the results of your participation in the programme, follow the link below.