Over the Hill but not Far Away: Two Towns, One Vision for Locals and Visitors

What started as occasional partnership has grown into a strong collaboration that supports local businesses and creates a better experience for visitors. 

The change came as both towns faced similar challenges - busier peaks, the need to protect the environment, and changing visitor expectations. Instead of tackling these separately, the two regional tourism organisations joined forces behind the scenes. Now under a formal shared services partnership, they’re creating efficiencies and focussing on what matters most to members and the community. 

Importantly, each destination retains its own brand and identity.

Mat Woods, Chief Executive of Destination Queenstown and Lake Wānaka Tourism, says the collaboration is about being smarter with resources and ensure coordination across the visitor strategy. 

“Since the development and adoption of the region’s destination management plan, DQ and LWT have been working closer than ever before. It is an exciting move for the district and ensures we achieve greater efficiencies and outputs and provide maximum value to our members.” 

The two towns are also thinking about how to manage visitors so the experience stays special. Instead of competing for the same visitors, they’re encouraging people to spend time in both places, and to visit in shoulder seasons. That means steadier bookings for businesses, less pressure on the most popular spots, and a better experience for travellers.

Richard Thomas, Chair of Destination Queenstown, says it comes down to having a shared vision. 

“We’re proud to champion Queenstown’s unique identity, but by partnering with Wānaka we can tackle issues together. We can be nimble when businesses need us to act quickly, while delivering initiatives that benefit the whole district.” 

Wānaka has also seen the upside of the partnership. Leigh Stock, Chair of Lake Wānaka Tourism, says it’s about adding more, not taking anything away. 

“Our voice and local focus remain the same, but sharing some of the behind-the-scenes work gives us access to extra skills and ideas. That means better promotion for Wānaka and more value for our members.”

The approach also builds resilience. With a more united tourism strategy, the district can adapt more quickly to changes, whether it’s a sudden shift in visitor demand, new travel trends, or global events. 

Looking ahead, the focus is on attracting visitors who stay longer, spend more with local businesses, connect deeply with the environment and culture, and give back. That means highlighting the region’s unique experiences while encouraging visitors to explore beyond the well-known spots. 

This collaboration between Destination Queenstown and Lake Wānaka Tourism shows what’s possible when two communities with shared values work together without losing their individuality.  

It’s a model built on trust, practical action, and a clear goal - to create a visitor experience that’s memorable for the right reasons, while ensuring tourism continues to support local life. 

As Mat Woods puts it, “We both want thriving towns, happy visitors, and a protected environment. Working together just means we can get there faster - and do it better.”