Gain a detailed understanding of the RTO's focus markets and segment audiences
The Insights Guides are designed to support members by providing useful insights into visitors from the RTO’s key focus markets and segments. Each guide includes up-to-date information on visitor behaviours, current trends, and what travellers are seeking to experience in the Queenstown Wānaka district and wider New Zealand.
The guides currently reflect YE December 2024 data (Geographic Market Insights) or YE July 2025 (Segment Insights), and will be updated on an annual basis.
Geographic Market Insights Guides
Gain a detailed understanding of DQ and LWT’s eleven geographic focus markets through profiles that explore key data points, traveller motivations, experience, evolving trends and market contexts. The guides are informed by a range of reputable district and national data sources, including the Queenstown Wānaka Visitor Experience Survey, New Zealand International Visitor Survey, and International Visitor Arrivals data. Slight variations between guides exist in cases where specific data or research is unavailable, or the sample size is limited.
Explore how visitors engage with activities and experiences in Queenstown and Wānaka. These segments align with the RTOs’ activity segment strategy, targeting high-intent audiences who share the region’s values and seasonal interests, supporting sustainable year-round demand and local businesses. The guides are informed by a range of reputable district and national data sources, including the Queenstown Wānaka Visitor Experience Survey and New Zealand International Visitor Survey. Slight variations between guides exist in cases where specific data or research is unavailable, or the sample size is limited.
The datasets, insights, and related resources are intended for use by Destination Queenstown and Lake Wānaka Tourism and their respective membership bases only. They should not be published or shared further without prior consultation with Destination Queenstown or Lake Wānaka Tourism.
