Thousands of mothers around the world line up every year to raise awareness of the benefits of breastfeeding and the need for global support.
The week is celebrated in 120 countries on the first week of every August.
Queenstown organiser Debbie Townsend said the event attracted more mothers every year and it was great to see them show up on Friday.
Queenstown mother Lisa Cullen has moved to the resort from Ireland and she said Queenstown had been open to mothers breastfeeding in public.
"I think people are so used to seeing it now they don't bat an eyelid.
"I never thought I'd have my boobs out at Starbucks when I first moved here."
She and the other mothers agreed the town was booming with babies, which made it a great place to be a mother.
The first Big Latch On took place in New Zealand in 2005.
Last year 5687 women took part.
Breastfeeding contributes to the growth and health of babies.
The World Health Organisation recommends breastfeeding exclusively for the first six months.
