Queenstown tourism has weathered the global economic crisis "relatively well" because it refocused its efforts on the resilient Australian market, Destination Queenstown's draft business plan says.
The draft plan for the 2010-11 financial year is now open to members for further submissions.
According to the plan, DQ aims to increase total visitor spending in Queenstown to $1 billion over the next five years. This works out at an annual growth of 5%.
The estimated value of visitor spending was $789 million for 2008, with 70% from international visitors and 30% from domestic.
DQ wants to increase visitor numbers by 2% every year, and hits on its website by 10%.
"Ministry of Tourism Queenstown RTO 2009-15 forecast predicts annual growth of 1.3%. Our goal is to nearly double this. In the medium-term, we aim to grow visitation to Queenstown to 2 million by 2015," the plan says.
DQ also aims to cut operational costs by 5%, from $1.05 million to $940,611 next year.
Its budgeted income for the 2010-11 financial year is $3.09 million, up from $3.05 million this year.
The plan outlines how DQ next year will promote Queenstown as the premier tourist destination.
It will encourage tourism businesses to improve sustainability because it is an "increasing area of consumer interest".
Its consumer marketing campaigns in Australia and New Zealand will focus on low seasons and skiing.
Opportunities in special interest tourism such as golf, cycling, food and wine will be developed and events, including the Rugby World Cup, will be "leveraged" to build Queenstown's brand and profile.
"There is an opportunity to bundle RWC 2011 tickets with midweek ski packages, particularly for Australian visitors. Visitors will want an authentic New Zealand experience during RWC 2011. They will be tourists during the week and rugby supporters on the weekends," it said.
However, the organisation needs to "extinguish the perception that the whole country will be full" or accommodation too expensive throughout RWC 2011 to ensure non-rugby visitors are not put off.
As the global economy recovers, DQ anticipates more opportunities in Conventions and Incentives.
The plan says "2009 was a challenging year for the tourism sector due to the global financial crisis and swine flu. The worst seems to be over, but recovery is likely to be gradual. There have been major shifts in the market mix of international visitors - more Australians and Germans, less Asians, Brits and tour groups generally."
AN 11% increase to 106,000 in Australian visitors and a record ski season offset declines in other markets last year.
However, "last-minute bookings and dynamic pricing are here to stay", it says.
Four airlines now fly into Queenstown and 60% more transtasman flights than last year are due for the coming ski season.
Financial problems have delayed the hotel project at Kawarau Falls but Stage 1 completion "can be reasonably expected" in the coming financial year, which will add several hundred rooms.
The plan says visitors expect beautiful scenery, an unpolluted environment, adventure, friendly people, and good food and wine.
"The natural environment is predictably becoming a bigger area of consumer and media interest. At the international and national levels, discussion is intensifying around the 100% Pure New Zealand campaign. Queenstown needs to be vigilant in this area given our Pure Inspiration tagline."
Queenstown business people also needed to be aware of Queenstown's weaknesses, which included accessibility, weather cancellations, perceived lack of authenticity, overcrowding, transient workforce and lack of infrastructure to hold large-scale events and conferences.
Submissions on the plan close on May 14.
Tourism forecast to grow
Ministry figures show.-
• Total visits by travellers to Queenstown are forecast to rise from 1.74 million in 2008 to 1.91 million in 2015 - an increase of 9.5% (1.3% annually).
• International visits are expected to increase from 933,200 in 2008 to 1.08 million in 2015, representing growth of 147,600 (15.8%). Australia is expected to be the fastest-growing market, increasing from 18% to 21% of all visitors.
• Domestic visits are expected to increase from 810,500 in 2008 to 827,900 in 2015, representing growth of 17,400 (2.1%).
• The share of total visits generated by domestic visitors is expected to decrease from 46.5% to 43.4%.
