An increase in the number of weddings and a trend towards weekday nuptials have Wanaka tills ringing.
Lake Wanaka Tourism general manager James Helmore said the resort was "definitely growing'' as a wedding destination, and he knew of instances where there were more than 20 weddings on in one weekend.
He understood Waitangi weekend was the busiest wedding weekend, but it was hard to know how many ceremonies were held, he said.
"I would love to have more definitive data but it is one of those areas that is not measured specifically.''
Lake Wanaka Tourism was focused on the industry and would continue to promote Wanaka in bridal magazines, he said.
Wanaka celebrant Jools MacKnight said she performed about five ceremonies a week.
"That's all I can do.
"But there are a lot more celebrants now and we are all busy.''
Visitors from overseas made up about 75% of the people she married, Mrs MacKnight said.
"People are coming from everywhere.
"Europe, Canada, a lot out of Australia, now we are seeing people from the Ukraine and places like that, too.''
The increase meant weekday weddings were becoming common.
"Monday has become as good as Friday,'' she said.
Celebrant Wayne Johnson, of Wanaka, said he had also seen an increase in weekday weddings.
The Venue owner Maxine Makeham attributed the growth of the town as a wedding destination to the opening of new venues.
"Brides are all after somewhere new so, yes, the number of weddings here has grown as more venues have been created.''
Most people spent between $25,000 and $35,000 on their big day, Mrs Makeham said.
"It is a brilliant industry to be in for a town because it brings in so much revenue.''
Wyndham Vacation Resorts Wanaka communications manager Angie Christofis said the record number of guests staying at the resort in January and February was due to weddings.
The resort was working with Rippon vineyard to create wedding packages to capitalise on the increase, she said.
