Queenstown adventure operators have become so adept at risk management, some tourists may think they can handle the forces of nature themselves.
Bungy New Zealand Group chief executive Michelle Trapski, of Queenstown, was asked to comment on the impact the latest deaths of tourists might have on Queenstown's reputation, and if danger was part of the resort's attraction, following the deaths of two kayakers on Lake Wakatipu on Monday night.
"I don't think people knowingly put themselves in the way of harm," Ms Trapski said.
"I think they sometimes underestimate the power of nature, and I think it's more inexperience, rather than this perception of danger.
"Because we have been so successful in delivering world-class adventure tourism activities, there are people who probably underestimate how you would undertake those independently.
"Gravity, we've always said, is quite a predictable part of nature, but water and air can be unpredictable. We have taken something that is risky and made it reasonably predictable in a minutely controlled environment and mitigated the risk.
"It seems [the kayakers] had all the advice in the world and chose not to do that and you can't prevent people from doing that because it's a free country."
Destination Queenstown chief executive Tony Everitt said when asked to comment this week, it was "difficult to draw the relationship" between Queenstown's marketing as an adventure capital with the deaths of the kayakers on the lake.
It was "impossible to generalise", he said when asked if the fatal incident and previous incidents had harmed the resort's reputation.
"Each situation needs to be considered on its merit and the major feeling at the moment is a sense of tragedy for the two people concerned.
"I think that's the predominant feeling at the moment.
"Obviously, we're monitoring the media reports, but right at this point in time I think there's just a sense of condolence to those who've suffered a loss in this accident."
Mr Everitt said DQ offered its assistance with victim support to the authorities.
Queenstown Lakes District Council chief executive Debra Lawson said she did not believe the series of tourist deaths had tarnished the resort's reputation.
Adventure activities were among Queenstown's tourist attractions, but not the only attraction.
"It's an amazing place, a fantastic lake, and you have to treat it with respect - and the vast majority of people do. It is enormously regrettable these young men have lost their lives in a tragic accident that really shouldn't have happened."
Queenstown was an alpine area with strong winds, changeable weather and very cold water.
Listen to advice, check conditions and respect the lake, she said.
