QTS-076 · Community report · 2023
Travel to a thriving future – Haereka whakamu ki to ao taurikura – A Regenerative Tourism Plan – Te Mahere Whakahaumanu Tāpoi
Regenerative tourism plan for the Queenstown Lakes District, developed by a Destination Management Steering Group of Destination Queenstown, Lake Wānaka Tourism and QLDC, with input from the Department of Conservation and Kāi Tahu, and with Destination Think as lead partner on the final plan. It is described as an output and priority initiative of the Grow Well Whaiora Spatial Plan. The goal is regenerative tourism by 2030, with a keystone project for the visitor economy to reach carbon zero by 2030, including Scope 3 emissions from air and ground travel. Three strategic pillars (communities and visitor experience; environment and decarbonisation; economic resilience) and foundations for success contain 19 projects and four foundational projects, delivered through a Destination Management Group and task forces using a 7-30-90 day model, with eight essential year-one projects. It reports district gross emissions of 600,895 tCO2e, with on/off-road transport 27% and aviation 17%. Transport content is limited to decarbonisation actions: EV charging, encouraging visitors to use public transport, cycling and walking, shared low-emission shuttles, and advocating for improved public transport and trials of electric public transport. It does not mention mass rapid transit.
What the document says
Context and purpose: Travel to a thriving future is described as 'Queenstown Lakes' roadmap to regenerative tourism by 2030' and 'an output and a priority initiative of the Grow Well | Whaiora Spatial Plan' (p.7). A Destination Management Steering Group (DMSG) of Destination Queenstown, Lake Wānaka Tourism and QLDC developed it with input from the Department of Conservation and Kāi Tahu (p.7). Destination Think was 'lead partner in the development of the final plan'; Thinkplace, Proxima Consulting and Anna Pollock were engaged at earlier stages (p.58). Engagement from 2021 included design forums, an operators' forum, 60+ interviews and a public draft; the plan was finalised and presented for endorsement by the Council, DQ Board and LWT Board in February 2023 (pp.57, 61). It will be reviewed every three years (p.58).
Current state: Visitor expenditure grew from $1.3B (2009) to $3.1B (2019), with about 3 million visitors a year; tourism was 41% of GDP and 58% of employment in 2019 (p.9). Gross district emissions are estimated at 600,895 tCO2e; on/off-road transportation is 27% and aviation 17% (p.10). Issues include public support for tourism, decarbonisation, hidden costs and benefits, lack of data, economic diversification, and workforce and housing (pp.9–10).
Plan structure: The keystone project is for the visitor economy to reach carbon zero by 2030, taking responsibility for Scope 3 emissions 'from air travel and ground transportation' (pp.4–5). Four strategies are: mitigate emissions with clean-energy solutions; understand optimal visitation levels and focus on value; evolve marketing toward lower-carbon, higher-value segments; and invest in carbon removal (pp.6, 29). Pillar 1 (enrich communities and enhance the visitor experience) has Projects 1–6; Pillar 2 (restore the environment and decarbonise) has Projects 7–11; Pillar 3 (economic resilience, capability and productivity) has Projects 12–19; four foundational projects cover governance, operationalising projects, data and brand/marketing (p.21). Project 13 supports a visitor levy 'such as the one proposed by QLDC' so residents do not pay costs that should be covered by visitors (p.34).
Transport content: Project 9's known actions include reducing 'polluting emissions from road vehicles and relieve traffic congestion by improving infrastructure and changing traveller behaviour', including EV charging, encouraging visitors to use public transport, cycling and walking, EV and e-bike touring routes, walking and cycling networks, fewer and fuller visitor vehicle trips (e.g. an EV or hybrid airport shuttle), and advocacy 'for improved public transport services and trials of non-fossil fuel vehicles', possibly 'trialling an electric public transport system' (p.30). Project 9 'needs to align with and supercharge the Spatial Plan, the Climate and Biodiversity plan and QLDC transport plan' (p.29). Appendix 2 notes road transport is 20% of district emissions, ORC is responsible for public transport, and QLDC is partnering with ORC to improve the bus network and decarbonise the fleet (p.53).
Governance and implementation: An independent governance group oversees the plan; the Destination Management Group assigns task forces, which follow a 7-30-90 day model and report after 12 months (pp.43, 45). Essential year-one projects are the four foundations, Projects 9, 12, 14, 8 and 2 (p.45).
Mass rapid transit: The document says nothing about mass rapid transit. Its transport references concern decarbonising visitor travel, and include general advocacy for improved public transport and a possible electric public transport trial (p.30).
Key figures
- Visitor expenditure $1.3B (year to Oct 2009) to $3.1B (2019); ~3 million visitors annually (p.9)
- Tourism 41% of GDP and 58% of employment in 2019 (Infometrics) (p.9)
- 5.3% average annual population growth over 10 years to June 2019 (p.9)
- District gross emissions 600,895 tCO2e; on/off-road transportation 27%, aviation 17% (p.10)
- Net emissions (after forestry) 438,591 tCO2e; road transport 20% of district emissions; aviation 17.34% (pp.52–53)
- 19 projects plus 4 foundational projects; 8 year-one projects listed (pp.21, 45)
Files
- Open Main document (PDF, 9.5 MB) Opens in a new tab.
Main document
Actions recorded
Keystone Project 9: decarbonise the visitor economy to carbon zero by 2030, including Scope 3 travel emissions, via mitigation, optimal visitation, marketing mix and carbon removal.
Not assessed · QLDC · By 2030; year one priority
This keystone project is the effort to decarbonise the visitor economy of Queenstown Lakes by 2030
Project 9: support infrastructure for low- and zero-carbon mobility such as EV charging, and EV and e-bike touring routes.
Not assessed · QLDC · Short term
Support the development of infrastructure to enable lower and zero-carbon mobility
Project 9: encourage visitors to use public transport, cycling and walking, and develop walking and cycling networks for locals and visitors.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
Encourage visitors to use alternative transport options like public transport, cycling and walking
Project 9: support tourism business collaboration to reduce visitor vehicle trips using full, low-emission vehicles (e.g. EV or hybrid airport shuttle).
Not assessed · By 2030 (plan goal); not otherwise stated
reduce the total number of vehicle trips (and emissions) relating to visitor movements
Project 9: advocate for improved public transport services and trials of non-fossil fuel PT vehicles, possibly an electric public transport system trial.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
Advocate for improved public transport services and trials of non-fossil fuel vehicles
Project 9: consider a price on carbon or advocate for national carbon pricing; secure funding from all sources for decarbonisation.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
Consider incorporating a price on carbon or advocating for national carbon pricing
Project 1: community engagement to ensure continual resident input into the visitor economy.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
Ensure that continual input from residents
Project 2: Tiaki Promise – lead by example in visitor behaviour and experiences.
Not assessed · QLDC · Essential year one project
Using the kaupapa of the Tiaki Promise as a starting point
Show all 29 actions
Project 3: preserve and celebrate Kāi Tahutaka and mātauraka.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
Preserve and celebrate Kāi Tahutaka and mātauraka
Project 4: develop local, place-based destination plans defining aligned market segments.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
Develop local, place-based plans to define market segments
Project 5: develop a migrant and visitor welcome programme.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
Develop a migrant and visitor welcome programme
Project 6: arts, culture and heritage development enabling Māori and non-Māori storytelling.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
Enable Māori and non-Māori to tell the stories of their heritage
Project 7: establish a baseline measure of the visitor economy's environmental footprint.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
Establish a baseline for measuring the visitor economy's
Project 8: measure the visitor economy's greenhouse gas emissions, including Scope 3 transport.
Not assessed · QLDC · Essential year one project
Understand the current visitor economy's carbon footprint
Project 10: zero environmental footprint – mitigate the measured footprint (water, waste, pollution).
Not assessed · QLDC · Some targets by 2025
PROJECT 10: ZERO ENVIRONMENTAL FOOTPRINT
Project 11: restoring ecosystems directly and through tourism.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
Tourism should lead to environmental restoration
Project 12: economic leakage assessment and cost-benefit analysis of the visitor economy, including hidden infrastructure costs.
Not assessed · QLDC · Essential year one project
Assess the hidden costs associated with infrastructure
Project 13: support an effective local visitor levy (as proposed by QLDC) to fund visitor-related infrastructure.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
Support existing work to establish an effective local visitor levy
Project 14: Love Wānaka / Love Queenstown local campaigns.
Not assessed · QLDC · Essential year one project
This project completes the work already begun
Project 15: product evolution programme aligned with the plan's vision.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
Develop and evolve the tourism product
Project 16: tourism business excellence programme.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
PROJECT 16: TOURISM BUSINESS EXCELLENCE PROGRAMME
Project 17: thriving workforce programme to improve workforce availability and retention.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
Finding and retaining skilled employees is an ongoing challenge
Project 18: emergency and climate adaptation preparedness for the tourism system.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
Ensure the tourism system is prepared for potential economic shocks
Project 19: innovation and economic development.
Not assessed · QLDC · By 2030 (plan goal); not otherwise stated
Adopting technological innovations will allow the district to diversify
Foundational project 1: formal delivery partnership, independent governance group, reporting cadence and inter-regional collaboration.
Not assessed · QLDC · Essential year one project
Develop a formal partnership for the delivery and future development of this plan
Foundational project 2: implementation plan, project funding, phase 1 task forces, communication structures and capability building.
Not assessed · QLDC · Essential year one project
Assign ownership of year 1 projects and allocate resources
Foundational project 3: data and measurement framework, including visitor capacity, travel patterns and public access to tourism data.
Not assessed · QLDC · Essential year one project
Study visitor behaviour and travel patterns
Foundational project 4: update Queenstown Lakes brand and marketing strategies to align with regenerative tourism and decarbonisation.
Not assessed · Destination Queenstown · Essential year one project
Align marketing plans... to regenerative tourism and decarbonisation
Review and update the plan every three years, aligned with council long-term planning.
Not assessed · Every three years
this plan will be reviewed and updated every three years
Study cost
A study cost has been requested under the Official Information Act or LGOIMA. No figure has been received.
Citation
Travel to a thriving future – Haereka whakamu ki to ao taurikura – A Regenerative Tourism Plan – Te Mahere Whakahaumanu Tāpoi (2023).