At one of two sessions hosted by Lake Wanaka Tourism at the Wanaka Community Hub on Wednesday, about 30 accommodation and activity providers were given their first look at the new design.
General manager Tim Barke described the new Lake Wanaka Tourism branding as contemporary and modern but also drawing from the past.
"It is more telling the story of who we are, what our values are and why we live here," he said.
The new branding used colours of the region and incorporated stylised mountain ridges, rivers, lakes and representations of human journeys past and present.
Brand strategist Kate Smith said one of the most important shifts in their rebranding was to move away from attracting visitors to representing "the true essence of Wanaka" in a way that reflects community values and aspirations.
"The aspiration was to shift from being a sustainable tourism sector to a regenerative visitor economy," she said.
Mr Barke said they started developing the rebranding in December and held workshops with the public, interest groups and community leaders.
"The process highlighted the concerns of many about the future if we did not change something and if we did what would it look like then."
He said their approach was now to look at how visitors could have a positive and beneficial impact rather than a negative one.
"We want to create a community where visitors connect with the community, feel a part of the community and build relationships which then become long term relationships.
"These visitors will then come and visit multiple times and learn ways they can benefit the community."
Mr Barke said the new website was still being developed and would go live in a few weeks.
