How Destination Marketing is Evolving to Support a Regenerative Visitor Economy in Queenstown Lakes
The Destination Marketing Evolution initiative is rethinking how the region tells its story, moving beyond traditional promotion to a values-led model that champions people, place and purpose. This evolution is central to building a tourism system that genuinely benefits the environment,communities and the economy.
From Attraction to Advocacy: A New Marketing Model
Destination marketing will always play a vital role in generating demand, but the evolution now lies in shaping what kind of demand the region attracts. Instead of focusing solely on volume, the evolved model developed by Destination Queenstown and Lake Wānaka Tourism prioritises visitors whose values align with the regenerative vision for the district. This means moving beyond the traditional “dream | plan | book” model to one that reflects the full visitor journey. By adding in-destination engagement and post-visit advocacy, the strategy creates a virtuous cycle where visitors are encouraged not just to arrive, but to connect meaningfully with the place, participate in experiences that reflect community values, and share stories that influence future visitors.
The evolved marketing approach, developed by Destination Queenstown and Lake Wānaka Tourism, is focused on shaping demand specificallytowards high-contributing visitors - travellers who align with the region’s regenerative vision.
So who is a high contributing visitor?
High-contributing visitors essentially display the same qualities as a “temporary local”. They take the time to connect with people and place, appreciating culture, forging relationships, and giving back in meaningful ways - from supporting conservation projects and understanding Kāi Tahu stories to spreading their spend across local businesses. By staying longer, travelling outside peak times, and choosing experiences that align with regenerative values, they strengthen the year-round economy, protect local culture, and contribute to environmental goals. Their legacy extends beyond their visit, supporting initiatives such as Love Queenstown and Love Wānaka and helping to shift tourism away from short-stay, high-impact travel toward a model that leaves a positive footprint.
Building Reputation Through Values and Storytelling
The new strategy places emphasis on reputation-building. Instead of promoting only what the region offers, it shares why the region matters - its values, cultural heritage, and regenerative vision.
This approach ensures marketing is aligned with the wider Destination Management Plan (DMP) and its principles of community wellbeing, decarbonisation, and economic resilience. It also creates space to include Kāi Tahu narratives and local identity, supporting place-based storytelling that feels authentic and grounded in community values.
Next Steps in the Journey
The Destination Marketing Evolution initiative is central to the Travel to a Thriving Future plan. It links directly to projects such as Place-Based Destination Planning, and updating the Queenstown Lakes Brand and Marketing Strategies, ensuring that marketing plays an active role in shaping a regenerative visitor economy.
A next step is the Place Brand project for the Queenstown brand, which aims to capture the essence of Queenstown through local values and stories.
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