Queenstown: A Region Travelling to a Thriving Future

But today, the invitation to visit carries a new layer. One shaped with care for this special place and the people who call it home. 

In 2023, Travel to a Thriving Future, the region’s Destination Management Plan, was launched. Developed in partnership between Destination Queenstown (DQ), Lake Wānaka Tourism (LWT), and Queenstown Lakes District Council (QLDC) the plan sets an ambitious vision for regenerative tourism and a carbon-zero visitor economy by 2030. 

Sarah O’Donnell, GM Destination and Brand, says it’s about taking tourism beyond the traditional boundaries of destination marketing and ensuring it actively enriches the environment, culture, community, and economy. 

“Forty years on, Destination Queenstown is still sharing everything that makes Queenstown so special, but we also invite visitors to connect with our people and our place, to tread lightly, and to be part of a thriving future for the next generations.”

A destination on the move 

The pandemic ground Queenstown to a halt. But since then, recovery has been strong. Visitor credit card spending reached $920 million in 2023, and visitor numbers have returned to their pre-COVID highs. But strong numbers aren’t the only measure of success. The wellbeing of the community, and the environment, are equally important. 

That balance is at the heart of Queenstown’s evolved marketing approach. 

Traditionally, tourism marketing followed a simple “dream, plan, book” pathway. DQ’s model adds more, focusing on what happens during a visitor’s stay, how they engage with the destination, and the lasting impressions they take home. 

The aim is to help visitors discover Queenstown’s vision and values before they arrive, and to inspire choices that lead to positive outcomes whether it’s taking part in conservation projects to supporting local artisans and growers.

Welcoming high-contributing visitors 

Not all visitors have the same impact and DQ is focusing on attracting “high-contributing visitors”, people who take the time to explore further, want to meet and connect with locals, learn our stories, and give back. 

“We’re looking for visitors who slow down, connect, and make a genuine contribution while they’re here,” says Sarah. “That could be through supporting community initiatives, caring for our environment, or simply getting to know the people who live here.” 

The Love Queenstown community fund is one way this happens. Launched alongside the region’s destination management plan, it has already contributed $75,000 to local climate, biodiversity, and conservation projects, with donations from both visitors and local tourism businesses.

Supporting local operators 

This change in approach doesn’t stop at marketing. DQ’s new member capability programme helps tourism operators across the district integrate regenerative practices into their business. Weekly workshops cover everything from reducing waste and decarbonising operations, to evolving tourism storytelling and inclusive hiring, alongside convention marketing support and industry insights. 

It’s about aligning what Destination Queenstown promotes, with what visitors experience. If Queenstown’s message is about care for place, then every touchpoint, from a guided walk to a lakeside café, should reflect that value.

Meeting changing expectations 

Research following the pandemic revealed a clear trend: travellers are becoming more intentional. Many want destinations that balance visitor needs with community wellbeing, and they’re making travel choices that reflect those values. 

For Queenstown, that’s an opportunity to connect with visitors who share the vision. Australians for example, who remain Queenstown’s most important overseas market, know the region well and make ideal visitors as they take the time to delve deeper, participate in more activities and explore surrounding regions. 

The new approach encourages all visitors to experience the region in a deeper way. This might mean exploring lesser-known trails, joining a local food tour, or taking part in a conservation activity during their stay.

Leading with the values 

Our region’s global reputation has been built over four decades. That recognition now gives us the platform to lead with our values, showcasing not only our landscapes and experiences but also our commitment to a thriving future. 

Sarah adds balance is key.

“The natural world is why we live here, and it’s a huge reason people choose to visit. We need to shape our invitation so it resonates with local values and cares for our place. That’s how we protect what’s special, and keep sharing it in the years ahead.” 

There’s more to do, but the direction is set.

Queenstown will always welcome visitors to enjoy its beauty, adventure, and hospitality. But now, it’s also asking them to be part of something bigger - to join Queenstown in creating a destination that thrives, for everyone.