DQ defends using Canadian consultants to define "Queenstown's Identity."

Destination Queenstown (DQ), the organisation responsible for marketing Queenstown to the rest of the world, is defending their decision to use Canadian consultants to define “Queenstown’s identity.”

DQ has invited selected local residents to take part in a research project in early February “to better understand Queenstown’s identity and ensure our future strategies reflect the stories, people, and attributes of this place.”

But the research is being carried out by Canadian tourism consultations Destination Think at a total project cost of around $200,000 - partially funded from central Government tourism initiatives.

Crux has been told that DQ has, on occasions, entertained the Canadians with champagne dinners in Queenstown but in response to questions told Crux today (January 14) “costs are managed carefully and transparently in line with standard procurement and value-for-money expectations.”

A request for comment on the use of overseas consultants to DQ Chair Richard Thomas has so far not produced a response.

The invitation to selected Queenstown residents for the February 2nd research event gives some further details:

“Your input will be used to help us better understand the unique aspects of our destination. The workshop will be informal, collaborative, and no preparation is required. Justin Bull, who is leading the work, is an internationally recognised expert in sustainable development and innovation.”

• Dr Justin Bull of the University of British Columbia in Canada.

On LinkedIn Dr Bull’s profile describes him as a full time Lecturer at the University of British Columbia’s School of Business. There’s no reference to him on the Destination Think website.

Crux asked DQ why they did not have the in house resources to define Queenstown’s identity.

“The Place DNA® project is a critical element of our place-based destination planning work, which is Project 4, under Pillar 1, of the Queenstown Lakes Destination Management Plan (DMP), Travel to a Thriving Future.

“The DMP was developed in partnership with, Queenstown Lakes District Council, iwi, the industry, and the wider community, and is focused on delivering a regenerative tourism plan. It will ensure that our district remains a special place for future generations, and a place we can continue to be proud to share with visitors for years to come.

“Place-based destination planning is not about “creating a brand”. It is about listening carefully and systematically to the people who live and work here, including mana whenua, residents, community leaders and industry, to better understand the shared values, stories and attributes that make this place what it is today. That insight will then inform future strategy, planning and communications.

“While we have strong in-house capability and deep local knowledge, commissioning external researchers ensures the outputs are structured, independent and free from organisational or local bias.”

Crux also asked if DQ was using the sustainability and innovation teams employed by the Queenstown Lakes District Council, and to provide further insight into why this project could not be done using local resources. We also asked what progress was being made to the often promised “quality not quantity” visitor target in the context of recent Government calls for simply “more tourists - as many as possible.”

The responses are attributed to DQ CEO Mat Woods:

“Destination Think’s Place DNA® is a proven and globally used methodology. Dr Justin Bull, who is leading the work, is an internationally recognised expert in sustainable development and innovation, and a lecturer at The University of British Columbia Sauder School of Business. His role is to guide workshops, interviews and synthesis - not to replace local knowledge, but to help draw it together in a rigorous and credible way.

“The project is detailed in our Annual Plan and funded within the approved budget, which is ratified by our members. Air travel for Dr Justin Bull is economy class, and costs are managed carefully and transparently in line with standard procurement and value-for-money expectations.

• DQ’s Chair Richard Thomas - no response.

‘It is important to note, the Destination Think Forum held in October 2025, which brought some of the world’s leading voices in destination management, tourism leadership and sustainability to Queenstown to see the progress made here towards regenerative tourism, was wholly funded by Destination Think and its attendees. DQ did not financially contribute.

“In terms of outcomes, Queenstown Lakes has made measurable progress over time in shifting from a volume-led model to one focused on high contributing visitors who stay longer.

“Average length of stay in commercial accommodation has increased from 2.2 nights in 2001 to 2.8 nights today (27% increase), with non-commercial (short term holiday rentals) stays averaging closer to 3.8 nights. Adjusted for inflation, visitor expenditure per arrival has increased by around 7% since 2009 (expenditure data only available back to 2009).

“These are incremental changes, and they are influenced by many factors beyond a destination’s direct control, but they reflect a consistent long-term direction rather than short-term growth at any cost.

“However, there are strong headwinds due to policy at a national level, with the Tourism Growth Roadmap outlining Central Government’s ambition to double tourism exports by 2034, lifting international spend from $9b to $18b, and grow arrivals from 3.6 million to 4.7 million.

“That’s why we continue to push for a National Tourism Development Authority (NTDA) – a dedicated body that can coordinate destination management, infrastructure planning, product development, data and insights, domestic marketing, regional traveller dispersal, and industry capability building.

“And it is why we have been vocal about the need for the International Visitor Levy to be allocated to its original purpose, conservation and tourism infrastructure, rather than focused on generating further demand.

“Finally, Destination Queenstown works closely and constructively with elected representatives and community leaders across the district. We have a positive and collaborative relationship with the new Mayor John Glover, whose own regenerative tourism business Kinloch Wilderness Retreat reflects many of the principles in the DMP.”