Strong interest in Queenstown and Wānaka from Australian travel advisors and business events buyers has underlined demand from the region’s largest international visitor market.
Forty-seven operators joined Destination Queenstown (DQ) and Lake Wānaka Tourism (LWT) for the 2026 C&I and Travel Trade Roadshow, with events across Melbourne, Sydney, Brisbane and the Gold Coast last week.
DQ and LWT chief executive Mat Woods said the response demonstrated the continued appeal of both destinations.
“Australia is our biggest and most important international market, and the enthusiasm we’ve seen this week has been really encouraging,” Woods said. “These events give our operators valuable time with the people recommending and booking Queenstown and Wānaka, strengthening relationships and showcasing what’s on offer.”
A highlight was the roadshow’s inaugural Industry Insights Panel, facilitated by Richard Clune, editorial director – travel at The Nightly, at the Sydney event.
Panellists were Rachael Oakes-Ash, founder, publisher, editor and producer at SnowsBest; Helen Bambry, business events manager – Australia at Tourism New Zealand; and Tim Holden, global partnerships leader at Flight Centre Travel Group.
The discussion explored opportunities for the region alongside the pressures of growth.
“We heard discussion around a moratorium on residential development in Queenstown until infrastructure catches up, reflecting concerns about the impact on the visitor experience,” Woods said. “These are people in Australia who know Queenstown well. It’s telling that infrastructure was such a strong part of the discussion, even with the level of enthusiasm for the destination. It reinforces the need for investment that supports both our communities and the people visiting us.”
The panel also offered insights into translating destination awareness into bookings, with a focus on the experiences that influence people’s decision to travel.
“Awareness doesn’t automatically mean conversion – we need to keep giving them compelling reasons to choose us,” Woods said. “For business events, an interesting point was the shift from event planning to ‘moment planning’ – thinking about the individual experiences that make a program memorable, rather than simply where it’s held. There was also a strong view that we have an opportunity to lead in wellbeing. Alongside our adventure credentials, our wellness experiences, food and drink, and connection to the outdoors give us a much broader story to tell.”
The roadshow attracted 178 travel trade and business events guests across events at Greenfields in Melbourne’s Albert Park, Sydney’s Museum of Contemporary Art and Brisbane’s Gallery of Modern Art, and also visited Cali Beach Club on the Gold Coast.
Queenstown operators reported securing new bookings during the roadshow, with business events confirmed for 2027 and 2028, while travel trade feedback was positive about the year ahead.
The roadshow forms part of DQ and LWT’s ongoing work to strengthen Australian trade relationships and support year-round leisure and business events visitation.
