Australians seek more meaningful and sustainable travel experiences, reveals Destination Queenstown

Australians are seeking out enriching travel experiences by looking to forge deep connections with people and places while on holiday, according to independent research commissioned by Destination Ǫueenstown.

The findings reveal our nation is socially minded overall, with almost nine out of 10 Australians making a point to learn about local culture and heritage when travelling.

Destination Ǫueenstown Chief Executive, Mat Woods, says the study on travel attitudes and holiday planning considerations suggests Australians are taking time to get to know and appreciate the places they visit and are looking for ways to get to know the locals.

“Australians are Ǫueenstown’s most important international market, and this research confirms their travel aspirations align strongly with our region’s vision for tourism to be regenerative, adding long term holistic value to communities, the environment and the economy,” he said.

Ǫueenstown’s innovative destination management plan, launched in 2023, outlines its vision to become a regenerative tourism destination by 2030 including the ambitious goal of achieving a carbon-zero visitor economy.

Ǫueenstown’s recent visitor experience research indicates that Australians who interact with locals have a better experience with a higher than average Net Promoter Score (NPS) and they’re more conscious of leaving the places they visit in better shape than when they arrived.

“Australians tend to stay longer, participate in more experiences, connect with locals and take the time to explore more deeply. Visitor experience research shows that Aussies who engage with our local community report having a more positive experience overall in Ǫueenstown and are more mindful of looking after the local environment when they travel, making them ideal visitors,” Woods said.

The latest research also reveals two out of three Australians are concerned about the environmental impact associated with their travels.

“We know Australians are concerned about the environment and their carbon footprint when travelling. Ǫueenstown’s direct short haul connection from Brisbane, Gold Coast, Melbourne and Sydney makes it an ideal destination for Australians to visit and we invite our neighbours to make the short trip across the ditch to experience everything our region has to offer,” Woods concluded.

Ǫueenstown’s regenerative tourism vision is outlined in the region’s destination management plan (Travel to a Thriving Future), a partnership between Destination Ǫueenstown, Lake Wānaka Tourism and Ǫueenstown Lakes District Council.

 
Summary of key research findings:

• 88% of Australians say they prefer to look for locally owned and operated accommodation, tourism experiences and products and services.
• 87% make a point to learn about local culture and heritage when travelling
• 85% say they’re more interested in learning about the places they visit than taking photos or souvenirs.
• 67% are concerned about their carbon footprint and the environmental impact of their travel.

Australians say the top priorities for the future of travel are conserving and respecting the environment, ensuring tourism benefits local economy and community and reducing the environmental impact of tourism.

For more information on Ǫueenstown, including tips for regenerative travel, visit www.queenstownnz.co.nz.