Queenstown gets "pecked off" by other cities for hosting events because of its fragmented approach, Destination Queenstown's chief executive told a meeting of its members yesterday.
Stephen Pahl said a new organisation should be set up to organise more events in the resort.
"Events Queenstown is going around in my head . . . it's a concept at this stage," he said.
He said Queenstown would have more clout and could attract more events by having a "one-stop shop" which pooled event management resources and skills.
He said Destination Queenstown (DQ) should have a role in the new organisation, which could include its corporate events unit.
Its events budget makes up 3% ($80,000) of a total budget of $3.14 million.
The new organisation could use the skills of locals like the organisers of the Winter Festival.
He would be putting his ideas on how DQ could be better involved in events to the board.
Destination Queenstown was criticised by Cr Gillian Macleod during the Queenstown Lakes District Council's 10-year plan hearings to fund and manage more events throughout the year.
DQ gives $20,000 to the Winter Festival and $30,000 to the Golden Oldies Netball Festival.
Mr Pahl presented Destination Queenstown's 2009-10 business plan yesterday.
He said the Australian market had been a "saviour" for the Queenstown tourism industry, boosted by more direct transtasman flights into the resort.
Queenstown was now a major hub and gateway into the South Island for tourists, he said.
He said DQ was working with Air New Zealand on a $330,000 joint venture which would target Melbourne and Adelaide markets.
Marketing manager Graham Budd said of the $2.19 million used on marketing in 2009-10, half would be used to target Australian tourists.
