DQ Consumer Marketing Update
Visitation over the last quarter shows recovery coming quickly for Queenstown. Visitor numbers are nearly back at 2019 levels and the forward outlook for Queenstown is buoyant. On top of this strong demand, we are experiencing significant challenges with staff shortages and this is directly impacting capacity in the region.
The return of visitors in larger numbers to the district has also reignited discussion around community sentiment toward tourism. One of the priorities of the region’s new regenerative tourism strategy is to ensure we balance the needs of our community and our environment alongside welcoming visitors.
With this backdrop in mind, DQ is focusing on attracting high contributing visitors whose values align with ours, that care for our environment, want to stay longer, forging connections with our community and giving back.
To achieve this, we need to evolve DQ’s activity to ensure it aligns with our destination management plan. This means changing the way we have been doing things and asking our partners to work alongside us with this change. We are reviewing our marketing strategy and execution to support delivery of work in line with the regenerative tourism strategy. Our content is starting to evolve to align with this, telling stories of our people and place and supporting a ‘lighthouse’ approach to showcasing our values and priorities as a region.
This will take time to evolve, but there is some exciting work already underway. Our new winter activity, which launches in March in Australia and May in NZ, still firmly positions us as an aspirational winter destination but showcases the special experience people have here rather than the mechanics of a winter holiday.
We also have Love Queenstown launching in April. This a way for both visitors and businesses to give back to our community, supporting climate, conservation and biodiversity initiatives in our region – giving our visitor economy another way to show love of place and give back for future generations.
There is more of our upcoming activity outlined in this newsletter. Please don’t hesitate to contact us if you have any queries.
Marketing and communications director