The Queenstown Lakes Visitor Experience Survey is a collaboration between Destination Queenstown and Lake Wānaka Tourism, seeking to better understand visitor expectations, experiences and behaviours while in the region. This summary covers Queenstown visitors only, for the year ending June 2026, and is published twice a year.
DQ and LWT partner with respected industry researcher Angus & Associates to conduct the primary research. Figures are weighted to reflect estimated visitor composition (45% domestic / 55% international, 50% in-region intercept / 50% digital recruitment). This edition is based on a total sample of 718 Queenstown visitors.
Improving parking, both availability and cost, is the most frequently raised suggestion, mentioned by 17% of visitors. Traffic flow and road access follows at 10%, and the cost of visiting, covering accommodation, food and activities, at 9%. Smaller numbers pointed to roadworks and construction (3%), public transport (2%) and overcrowding (2%).
Many visitors reported that nothing would have improved their stay.
Visitors arrive fairly evenly split across domestic flights (28%), international flights (27%) and rented or private vehicles (49% combined). Domestic visitors are more likely to arrive by domestic flight or private vehicle, while international visitors predominantly arrive on international flights and are more likely to rent a vehicle. Once in the region, over half of visitors get around on foot (56%), and 45% rent a vehicle. International visitors are more likely to walk and use taxis or rideshare, while domestic visitors lean more on their own vehicle.
Hotels remain the most common accommodation type (31%), followed by rented private or holiday homes (23%). International visitors are more likely to stay in rented private homes and backpackers/hostels, while domestic visitors are more likely to stay with family or friends at no cost. Domestic visitors stay a median of 3 nights in Queenstown, compared with 5 nights for international visitors (overall median 4 nights).
| I feel/felt welcome | 8.6/10 |
| I feel/felt a sense of connection with the natural environment in the area | 8.3/10 |
| My visit included meaningful experiences/meaningful connections | 7.6/10 |
| I feel/felt that locals care/cared about my wellbeing | 7.3/10 |
| There were opportunities for me to learn about the local culture and heritage | 6.9/10 |
| I feel/felt empowered to travel in a sustainable way | 6.5/10 |
| I was able to share my knowledge/reciprocate meaningfully in some way | 6.0/10 |
At least 800 visitors to the Queenstown Lakes District participate in this research each year. This release covers Queenstown only (n=718), for the year ending June 2026 (1 July 2025 to 30 June 2026). Visitors are recruited via two channels: in-region intercept, where Angus & Associates field staff approach visitors at designated locations in the Queenstown Lakes region and the visitor completes the survey on their own device, by email, or on a tablet provided; and digital campaigns and e-newsletters, shared by DQ and LWT through social media and email to target recent visitors.
To qualify, respondents must be 18 or older, live outside the Queenstown Lakes District, and have stayed overnight in Queenstown or Wānaka within the past three months. Following extraction, quality control and cleaning, the survey data is weighted to reflect estimated visitor composition, 45% domestic / 55% international, and 50% in-region intercept / 50% digital recruitment.
To incentivise participation, visitors who complete the survey are offered entry into a quarterly prize draw to win their choice of either a Lasting Legacy Pack (five native trees planted in the Queenstown/Wānaka area on their behalf with Trees that Count and a $150 donation made in their name to Love Queenstown/Love Wānaka), or a selection of organic wines from Amisfield, shipped to their door. The online survey is programmed and administered by Angus & Associates' affiliate company, Get Smart; the average (median) survey length is 10 minutes. For further questions about the visitor experience survey, please reach out to Destination Queenstown.