Australians favour meaningful and sustainable travel, Destination Queenstown research finds
Study reveals the growing trend of conscientious travel, where Australians seek to engage deeply with their destinations
Australian travellers are prioritising meaningful connections and sustainable tourism practices over traditional sightseeing, according to new research commissioned by Destination Queenstown.
The study reveals that 87 percent of Australians make a concerted effort to immerse themselves in local culture and heritage, and 88 percent prefer supporting locally owned accommodations and tourism experiences.
The latest print edition of AccomNews is out now. Read it HERE
This shift underscores a growing trend of conscientious travel, where Australians seek to engage deeply with their destinations.
DQ Commissioned Shoot with Miles Holden
Deep connections with culture and community
Mat Woods, Chief Executive of Destination Queenstown, highlighted the alignment between Australians’ travel aspirations and Queenstown’s vision for regenerative tourism.
“Australians are Queenstown’s most important international market,” Woods said. “This research confirms their desire to take time to appreciate the places they visit, connect with locals, and contribute positively to the communities they encounter.”
Queenstown’s 2023 destination management plan sets the ambitious goal of becoming a carbon-zero visitor economy by 2030, reflecting its commitment to holistic value for the community, environment, and economy.
Conscious travel choices
Australians are not only keen to experience cultural and local authenticity but are also mindful of their environmental footprint. The research found that 67 percent of Australians are concerned about the environmental impact of their travels.
Woods emphasised Queenstown’s appeal for eco-conscious travellers, citing the region’s short-haul flights from Australian cities such as Brisbane, Gold Coast, Melbourne, and Sydney.
“Queenstown offers an accessible, environmentally responsible option for Australians,” he said. “Visitors who engage with our local community often report higher satisfaction and are more mindful of preserving the environment, making them ideal guests.”
DQ Commissioned shoot by Motion Bros
Key research insights
The survey highlights a significant evolution in Australian travellers’ preferences:
- 88 percent favour locally owned and operated accommodations and tourism services.
- 87 percent actively learn about local culture and heritage during their travels.
- 85 percent prioritise gaining insights into destinations over taking photos or buying souvenirs.
- 67 percent express concern about their carbon footprint.
Future-focused tourism
Australians also identified key priorities for the future of tourism: conserving and respecting the environment, ensuring tourism benefits local economies and communities, and reducing the overall environmental impact of travel.
For Queenstown, these priorities resonate deeply with its long-term regenerative tourism goals.
About Queenstown’s vision
The region’s destination management plan, Travel to a Thriving Future, represents a collaborative effort with Lake Wānaka Tourism and the Queenstown Lakes District Council. The initiative aims to transform Queenstown into a model for sustainable tourism by 2030.
For more insights on Queenstown’s regenerative travel initiatives and tips for eco-friendly travel, visit www.queenstownnz.co.nz.
AccomNews is not affiliated with any government agency, body or political party. We are an independently owned, family-operated magazine.