Segment Insights Guides for Queenstown and Wānaka

The document is a guide that outlines the Segment Insights Guides, which are designed to help members understand visitor engagement with activities and experiences in the regions of Queenstown and Wānaka. It details how these insights align with the regional tourism organisations’ strategies to attract high-intent audiences who share common values and interests, aiming to support sustainable demand for local businesses year-round. The guide draws on data from national sources, including the Queenstown Lakes Visitor Experience Survey and the New Zealand International Visitor Survey, to present characteristics and behaviors of holiday visitors who engage in hiking and walking. It presents statistics on participation rates, average trip spends, and demographics of visitors, as well as insights into their motivations and travel styles. The document also discusses broader trends in hiking tourism globally and provides context for the RTOs' marketing strategies to attract visitors who appreciate the region's natural landscapes and activities.