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Hundreds of gay men and women will converge on the resort between Saturday and September 6 for a week-long celebration of skiing, socialising and specially-themed events.
Retailers are being encouraged to decorate shop windows as part of the ''Gay on the Bay'' competition, the winner of which will win $1000 of radio advertising.
Organiser Sally Whitewoods said this year's event had already exceeded expectations with increased bookings and pre-sales.
''Tickets are selling for most of the key events, numbers are up yet again and the final night party promises to be the biggest dance party Queenstown has ever seen.
''We're in for an amazing week of fun, frivolity and skiing - we can't wait for everyone to arrive.''