At one stage, it seemed that every few weeks Queenstown would come up with a new adventure activity to thrill visitors and lighten their wallets. However, things have been quiet on this front for about four years. Olivia Caldwell investigates whether the resort has lost its adventurous edge.
Often referred to as New Zealand's adventure tourism capital, Queenstown could be fresh out of new ideas for tourist activities, but several prominent industry players say it is anything but stagnant.
The resort has never been short of outdoor adventure activities, with half a dozen commercial jet-boat options, several bungy jumps, swinging ropes, a gondola, skydives, hot-air balloons and now a commercial flying fox.
However, since the introduction of the Ziptrek flying fox in 2008, Queenstown has looked to be stuck for ideas, but Kawarau Jet owner and director Shaun Kelly said that was usual for the industry and it would not be long before the next "big thing" was introduced.
"You've got to look at the overall picture of the last 10 or so years.
"The industry runs in peaks and troughs. At the moment we are in a trough. Things always move forward and you have got your cycles. We will move forward."
Mr Kelly has owned the jet-boat ride since 1987 and said he had seen businesses come and go.
Right now, Queenstown adventure tourism was in a "deeper trough than usual", he said.
"There have been many activities started up over the last four years ... Some pack up and go. It's just the nature of the business."
Heavy regulations governing the huge industry - worth an estimated $89 billion internationally - could make it hard for new ideas to become reality, he said.
"Regulatory authorities have got so many boxes to tick.
"More operators in the industry inherently brings more regulations, which is a good thing. You've got to have a regulatory body for the industry."
Thunder Jet director Duncan Storrier knows all about regulations after a three-year battle involving the Kawarau Jet and the Queenstown Lakes District Council.
Mr Storrier said Thunder Jet's case was different because it was a "trade competition case" and not concerned with safety.
"Regulations for the benefit of safety are extremely important and I don't think they are over-zealous," he said.
"They are there to help and not to hinder.
"Safety is paramount."
In the business for six months with Thunder Jet, he thinks competition within the industry is at a "healthy" level and good for tourists.
"There's certainly an immense amount of adventure activities on offer. From here on in, it's how it is packaged and marketed.
"The activities are there; the destination is amazing.
"Personally, I think destinations can become stale.
Queenstown is branded as an adventure capital ... and it is now about not letting that go stale."
He said the biggest challenge for leaders and starters of the industry was to "brainstorm" new ideas.
Shotover Jet general manager Clark Scott said: "At some point it becomes increasingly difficult and challenging.
"I'm sure everyone would love to invent a new bungy, swing, boat ride; but what's left?
"I'm sure behind the scenes someone is germinating ideas. It only takes one new thing to turn that on its head."
Mr Scott said it was natural for the adventure tourism industry to have quiet periods, but Queenstown was going through anything but a "lull".
"Growth is not linear. It happens in fits and starts and bursts."
He said if adventure tourism growth in Queenstown was to be averaged out over the past 20 years, there would "absolutely be growth".
"We're bearing the brunt of a recession. However, there's still business.
"I can't imagine anyone is setting any great records around town, but no-one's going bankrupt. I don't believe it is a lull at all.
"We are essentially on a world stage. We are very well advanced on our offer and our delivery."
