Destination Queenstown and Wānaka Tourism are focused on building strong, destination brands which are authentic to each place, reflecting the distinctive qualities that set them apart. QT Magazine spoke to chief executive Mat Woods. 

 What is your priorities for Queenstown and Wānaka?

 By strengthening both brands we can attract high-contributing visitors who align with our values and deliver long-term economic benefit to the district. 

We remain firmly committed to evolving our industry towards regenerative tourism so the visitor economy is both economically prosperous and environmentally sustainable enriching the lives of both the people who live here and the people that visit.

What are the key tourism sectors currently developing locally?

We’re seeing strong growth in areas such as wellness and astrotourism which are increasingly appealing to both domestic and international visitors. At the same time established pillars like adventure tourism, golf, food and wine, gin and craft beer –

Along with increasing international culinary recognition –remain central to our positioning. The luxury travel market is also experiencing considerable growth.

Luxury wellness products are on the rise. How important is this locally?

There has been significant investment in wellness and health-based activities across the board not just the luxury market. The products are naturally complementary to our adventure and events sectors and mean visitors can combine outdoor and sports activity with rest and recovery. The premium products also encourage longer stays and slower tourism which fits in well with our regenerative tourism goals. 

What regenerative initiatives align with the region’s 2030 carbon zero goal?

There are so many local initiatives making a difference – from active transport champions such as The Lightfoot Initiative and the Queenstown Trails Trust to WAI Wānaka, Southern Lakes Sanctuary, Mana Tahuna, Whakatipu Reforestation Trust, Sustainable Queenstown, Wastebusters, Te Kākano and the Queenstown Electrification Accelerator. 

In 2025 alone, Love Queenstown and Love Wānaka supported 12 impact projects, including lake restoration at Waiwhakaata (Lake Hayes) and the Plastic Free Wānaka SUCfree visitor campaign.  

Destination Queenstown and Lake Wānaka Tourism support this momentum through Electrify Queenstown and member capability programmes while future-focused infrastructure such as the proposed Queenstown Cable Car could significantly reduce emissions and congestion. 

How are the Love Queenstown and Love Wānaka long-term community funds encouraging visitors to appreciate the local region?

Love Queenstown and Love Wānaka are designed to strengthen the connection between visitors, the community and the environment. Businesses and visitors can donate with funding flowing directly into local conservation projects, supporting immediate environmental pressures and building resilience into the future. Since 2023 the funds have raised over $180,000 for local environmental initiatives, invested more than $35,000 for future impact in an endowment fund and planted more than 9,000 native trees with industry and volunteer support. 

The Loves’ message around slowing down, staying longer, reducing footprints and giving back via donation or volunteering pathways has reached ten million people via their various channels, something we are immensely proud of.

How important is current local investment in the bike and snow industries?

We’re fortunate to live in a district where there’s snow-based activities in winter and biking all year round.  There is so much on the horizon for both bike and snow – the 32 kilometre Kawarau Gorge Trail between Queenstown and Cromwell is on track to open later this year while the Project Tohu Trail Network near Arrowtown has recently opened. NZSki has received a 38-year Department of Conservation concession for The Remarkables Ski Area which means expansion into the neighbouring Doolans Basin is a significant possibility. Meanwhile 2026 will be the first full winter of operation for Soho Basin which covers 150 hectares of terrain at Cardrona Alpine Resort, officially making  it New Zealand’s largest ski area.