Issue #939

by Mat Woods, Chief Executive Destination Queenstown

It’s been fantastic to see Queenstown buzzing over summer, with locals enjoying events around town and businesses humming.

It’s one year since Queenstown Lakes destination management plan (DMP), and the goal of regenerative tourism by 2030, was unanimously endorsed by QLDC councillors. Whilst it’s early in the journey, I’ve been reflecting on how far we’ve come and what’s ahead. Queenstown has quickly bounced back after Covid, highlighting the significance of the DMP which aims to ensure tourism supports a thriving community – environmentally, socially, culturally and economically.
Queenstown Lakes’ destination management plan, Travel to a Thriving Future, aims to achieve regenerative tourism and a carbon zero visitor economy by 2030. The vision is to improve local and visitor wellbeing and experience, forging connections between people and places, and enabling healthy ecosystems, so the district becomes known as a leading example of how travel creates a thriving future.

The plan was created with and for the local communities. Tourism takes place in, and cannot be separated from, the community. It is crucial to understand what the people of Queenstown Lakes want from the visitor economy.

Collaboration between residents, communities, organisations, and businesses on the plan’s strategic pillars and projects is crucial for progress towards the vision, ensuring the preservation of Queenstown Lakes for future generations.

Over the past 12 months Destination Queenstown has evolved its conventional marketing to focus on high contributing visitors – those who seek slower travel – inviting them to stay longer, experience more deeply what the region offers, connect with locals and give back to the community.

The DMP includes 23 projects, including the keystone project of a carbon zero visitor economy in the Queenstown Lakes by 2030. It’s an ambitious goal and it’s not something we can achieve without support from the community and stakeholders.

I‘m extremely proud to see so many tourism operators taking steps towards this goal. There are so many initiatives underway including fully electric tours and experiences, off grid regenerative accommodation, carbon neutral operators, composting food waste, waste reduction programmes and a growing number of businesses encouraging visitor donations to the Love Queenstown community fund and pitching in with tree planting days.

Shortly, work will commence work on an Optimal Visitation Project which will look at the impact of visitation on Queenstown Lakes district, to help with planning for infrastructure, housing and transport, as well as impact on the environment and biodiversity.

This is an exciting time for Queenstown Lakes as we build a more regenerative resilient visitor economy enriching the lives of the people who live here, the people who visit, and show the world that the innovation in Queenstown can lead the way in such an important ambition.