Australians are increasingly seeking meaningful and sustainable travel experiences, as evidenced by a recent study commissioned by Destination Queenstown. The research indicates that Australians are inclined to forge deeper connections with the places they visit, emphasizing the importance of understanding local culture and heritage. Mat Woods, the Chief Executive of Destination Queenstown, highlights that Australians are aligning their travel aspirations with the region’s vision for regenerative tourism, aiming to add long-term value to communities, the environment, and the economy.
The study reveals that Australians prioritize engaging with locals, staying longer, participating in various experiences, and showing a heightened awareness of environmental conservation. By interacting with the local community, Australian visitors to Queenstown report a more positive overall experience and demonstrate a greater commitment to preserving the environment. This trend aligns with Queenstown’s ambitious goal to achieve a carbon-zero visitor economy by 2030, as outlined in its destination management plan launched in 2023.
With a direct short-haul connection from major Australian cities, including Brisbane, Gold Coast, Melbourne, and Sydney, Queenstown is positioned as an ideal destination for Australian travelers seeking enriching experiences. The region’s focus on regenerative tourism underscores its commitment to sustainability and community engagement, resonating with the values of socially conscious travelers. The research also highlights Australians’ growing concerns about their carbon footprint and the environmental impact of their travels, indicating a shift towards more eco-conscious travel choices.
Queenstown’s destination management plan, “Travel to a Thriving Future,” reflects a collaborative effort between Destination Queenstown, Lake Wānaka Tourism, and Queenstown Lakes District Council to promote sustainable tourism practices. Key research findings emphasize Australians’ preference for locally owned and operated accommodations and experiences, along with their interest in learning about the places they visit. Prioritizing environmental conservation, supporting local economies, and reducing the impact of tourism are identified as top priorities for the future of travel, aligning with evolving traveler preferences and industry trends.
As Australians increasingly seek authentic and sustainable travel experiences, destinations like Queenstown are well-positioned to cater to these evolving preferences. By fostering connections with local communities, promoting environmental stewardship, and offering enriching experiences, Queenstown exemplifies a model for regenerative tourism that resonates with socially conscious travelers. The region’s commitment to sustainability and community engagement reflects a broader shift towards more mindful and impactful travel practices, shaping the future of tourism in Queenstown and beyond.
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