Building Queenstown’s Place Brand to Reflect Local Values
Queenstown’s Place Brand project is more than a marketing refresh – it is a collaborative initiative to understand and express what truly defines this region. Bycapturing the values, stories and identity of the people and place of Queenstown, the work aims to ensure that how Queenstown is positioned reflectsthe values and aspirations of locals.
Why a Place Brand Matters
A place brand is the shared identity of a destination, shaped by its people, culture, environment and lived experiences. Unlike acorporate brand, it is co-owned by residents and reflects what makes a place truly unique. It goes beyond logos and slogans, instead it reflects the values and character that visitors connect with and locals recognise as authentic.
For Queenstown, creating a place brand ensures tourism growth reflects the community, cultural narratives and environmental stewardship. It supports the regenerative tourism vision and provides a platform from which to anchor the marketing to attract “high-contributing visitors” – those who connect deeply, give back, and create lasting positive impacts.
Uncovering Queenstown’s Identity and Cultural Narrative
The Place Brand project begins with research – the foundation of any good process. The Place DNA® research, led by DestinationThink, is an internationally recognised process that uses surveys, interviews, and workshops to identify a destination’s intrinsic character and values. The first steps of this research are already underway with the discovery phase, reviewing existing local insights and research and preparing for interviews and workshops in 2026. This project is specific to Queenstown, as Wānaka completed its own place brand development in recent years.
Later phases will build on the Place DNA research, with brand strategy and creative development guiding how Queenstown shares its story with the world in a way that is both authentic and regenerative.
Looking Ahead
A place brand rooted in community values is essential for Queenstown Lakes’regenerative tourism future. It supports the Destination Management Plan’sFoundational Project 4 and links to projects such as Community Engagement,Place-based Destination Planning and the Welcome Programme. Community involvement will be key – residents and businessesare encouraged to take part in surveys and workshops as opportunities arise,with updates shared on the regenerative tourism website. Keep an eye out foropportunities to be involved. If you have any questions, feedback, or comments, please reach out through the contact form.
