Planning has already started for the 2016 Queenstown Winter Festival, to be held from June 24 to July 3.
Festival director Lisa Buckingham said she was thrilled with the results from this year's festival, which ended on June 28.
A consumer survey indicated two out of five people booked a trip to the region specifically for the festival.
Ms Buckingham said 82% of the 500 respondents rated the festival either ''excellent'' or ''very good''.
One of the festival's aims was to generate widespread media coverage and this year's event had surpassed any other, receiving close to $2.5 million in equivalent advertising value.
