When New Zealand closed its borders in March 2020, Queenstown, a town built on tourism, felt the impact more deeply than almost anywhere else. Flights stopped. Hotels emptied. Streets that had bustled with visitors fell silent. “It was like someone flicked a switch,” recalls one local operator. “One week we were welcoming guests from around the world, and the next, we were packing up with no idea when we’d open again.”
A Community That Came Together
In those first uncertain weeks, Queenstown did what it does best, it pulled together. Locals checked on neighbours, shared resources, and found creative ways to help each other through. Businesses collaborated instead of competing, united by the shared goal of surviving the storm. The crisis revealed the depth of Queenstown’s community spirit, a resilience forged by decades of overcoming challenges in this rugged alpine region.
As days turned into weeks, the spirit of collaboration grew stronger. Local organisations set up virtual forums to share updates, while volunteers coordinated food deliveries and support for those most affected. The sense of solidarity extended beyond immediate needs; residents began to organise online events, workshops, and creative initiatives that kept the community connected even in isolation.
Destination Queenstown delivered the ‘We Are Queenstown’ campaign, entirely online, a rallying cry designed to reignite local pride and connections and invite New Zealanders to reconnect with the region once open. It wasn’t just a campaign, it was a love letter to the town itself, showcasing the people, places, and experiences that make Queenstown unique.
Destination Queenstown Pivots
As the situation unfolded, Destination Queenstown (DQ) became a central pillar of communication and support for the industry. The team worked hard to keep members informed about changing regulations and helped businesses navigate the complex covid trading criteria, access support packages, and prepare for an eventual reopening. Behind the scenes, they were monitoring trends, analysing data, dreaming up new marketing campaigns closer to home and scenario planning to ensure the region would be ready to rebound.
“From day one, our role was to stand shoulder to shoulder with our members,” says Destination Queenstown GM Destination Sarah O’Donnell. “We knew we couldn’t control the global situation, but we could control how well-prepared we were when the world reopened.”
With international borders closed, the focus shifted closer to home. DQ and the wider tourism industry rallied to attract local, regional, and domestic visitors, some of whom had never experienced Queenstown beyond the postcards.
Preparing for Recovery
While the world waited for travel to resume, DQ and its partners were busy laying the groundwork for recovery. Training and workshops helped businesses adapt to new expectations around safety and service. New products were developed. Digital marketing strategies evolved. Campaigns were designed to spark demand the moment borders reopened.
This proactive approach paid off. When New Zealand’s international borders reopened in 2022, Queenstown was ready. Businesses that had weathered the toughest years were prepared to welcome visitors again, and the region was quick to reclaim its place as one of the world’s most sought-after destinations.
Stronger Than Before
The Covid years tested Queenstown, and the globe, in ways few could have imagined. But it also revealed the strength, creativity, and determination that define this region. The crisis forged deeper connections between businesses, strengthened the bond with the local community, and sparked new ways of thinking about the future of tourism.
“Queenstown has always been resilient, it’s in our DNA,” says DQ CEO Mat Woods. “What we went through wasn’t easy, but it reminded us what matters most: our people, our community, and our shared commitment to this extraordinary place.”
Today, as travellers return from near and far, Queenstown stands stronger and more united than ever. The lessons learned through those challenging years continue to shape the way we welcome the world with warmth, with resilience, and with a renewed sense of who we are.