Queenstown remains New Zealand's ''premier resort destination'' and is vital to continued visitor growth nationwide, Tourism New Zealand chief executive Kevin Bowler says.
Speaking from national tourism showcase Trenz in Auckland yesterday, Mr Bowler said Queenstown's allure to foreign visitors had never waned, and if anything was stronger than it had been.
''Queenstown stands out as New Zealand's premier resort destination. It tends to throw a shadow over everything else.''
He was optimistic about Otago and how the region could develop, particularly with the addition of cycle trails in Wakatipu and Waitaki, which complemented the well-established Otago Central Rail Trail.
A new conference facility in Queenstown, such as that proposed, would also be instrumental in building on the resort's capability to host corporate visitors from throughout New Zealand and abroad, Mr Bowler said.
''Queenstown works well for incentives, where businesses take staff for a treat and there's a little bit of work thrown in, but it's basically reward travel. Queenstown has the right infrastructure and product to cater really well for that end of the market.''
He said while Queenstown was able to attract long and short-term international visitors, the rest of Otago faced a challenge in doing so.
It was crucial, therefore, to convince tourists to stay longer in the region and explore its more remote areas and coastal destinations, including Dunedin.
''Whilst we have had a good March from the United Kingdom, Germany and United States markets, they have been tough over the last three years, and they traditionally generate more of the long-staying visitors in the South Island.''
Emerging markets including China and other Asian countries were still dominated by short-stay visitors, but Mr Bowler predicted that would change.
He said Otago's Chinese history would serve it well in attracting Chinese tourists and he encouraged regional tourism operators to market it as a key point of difference, alongside the area's physical beauty and wildlife.
Peter Jackson films had helped showcase Otago scenery on the international stage, and some of its locations, including Lake Wakatipu, remained ''must sees'' for international visitors, Mr Bowler said.
