Coming of Age: How Tourism Transformed Queenstown into a Global Destination

A Decade of Extraordinary Growth

The 2010s were a golden era for tourism across New Zealand, and nowhere was that more evident than in Queenstown. Visitor numbers soared, visitor spending reached record highs, and the town’s global reputation strengthened with every season. Tourism continued to be the engine of the local economy, contributing around 30% of the Queenstown Lakes District’s GDP by 2024 - more than double the national average - and employing one in three jobs in the district.

This period marked a significant evolution in Queenstown’s story. It was no longer just the home of adventure or a must-do stop on a New Zealand itinerary - it was a destination in its own right, capable of hosting travellers of all styles, from luxury travellers, family group and backpackers to international conferences, sporting festivals, and world-class events. Airlines added direct routes, new hotels and experiences emerged, and investment in tourism followed the rising tide of demand.

Innovation and Diversity on the World Stage

What truly defined this era was the industry’s creativity and drive. Tourism businesses responded to the surge with innovation, expanding Queenstown’s appeal beyond its traditional roots. World-class dining and wine experiences, immersive wellness retreats, next-level adventure experiences, boutique accommodation, and bespoke guided tours all flourished.

Entrepreneurs and pioneers helped redefine what a visit to Queenstown could be; from thrill-seekers chasing adrenaline to travellers seeking nature, relaxation, connection, and authenticity. This diversity ensured Queenstown could attract visitors from all over the world and offer something for every kind of traveller, across all seasons.

Mt Rosa Wine Tasting — World-Class Dining and Wine Experiences

Growing Pains: The Pressures of Success

But growth on this scale came with challenges. As visitor numbers rose, so did pressure on the town’s infrastructure, housing, roads, and natural environment. Rapid development outpaced planning in some areas, and the daily realities of a bustling visitor economy began to impact residents’ sentiment toward tourism. This sentiment was reflected in the numbers with 96% of residents agreeing that tourism is good for their region, but 78% also feeling that visitor numbers were putting too much pressure on local infrastructure and services.

These figures highlight an important reality - sustaining Queenstown’s success isn’t just about welcoming visitors, it’s about ensuring that growth benefits the community and protects what makes this place so special.

Toward a Balanced Future

The lessons of that decade are clear. Growth has transformed Queenstown into a renowned destination, but the future must be about balance. In Queenstown that means prioritising people and place alongside economic outcomes, ensuring the visitor economy enriches the environment, supports cultural and social wellbeing, and sustains a thriving community.

Central to that vision is Travel to a Thriving Future, the region’s Destination Management Plan, which lays out a roadmap for how Queenstown will evolve as a regenerative, resilient destination. Developed in partnership with the community and the council, the plan focuses on improving infrastructure, dispersing visitors, encouraging off-peak travel, reducing environmental impact, and ensuring that tourism continues to enhance residents’ quality of life. You can learn more about this long-term vision at www.regenerativetourism.co.nz.

Love Queenstown x Whakatipu Reforestation Trust at Jardine Park — Community Planting Day

Pride in an Industry That Shapes Queenstown

The decade from 2010 to 2020 was more than a period of growth, it was a coming of age. Queenstown emerged as a world-class destination with a tourism industry built on creativity, resilience, and ambition. The people who shaped it, the innovators, pioneers, and storytellers, helped define not just a place, but an identity that resonates far beyond New Zealand’s shores.

As Queenstown looks to the future, the lessons of this remarkable decade remain at the heart of its approach: growth must be balanced, success must be shared, and tourism must always serve the land, the people, and the community that make this place extraordinary.