Queenstown Lakes District Council (QLDC) economic development unit will undertake a world-first pilot project investigating the ‘potential lifetime value of visitors’ to New Zealand.

Mayor Glyn Lewers revealed more details about the project first announced early this month, which he said proposes a ‘win-win approach’ that aims to bolster exports while helping give more meaning to visitors’ experiences with New Zealand.

“Recent research shows that over half of Californian visitors to our shores buy more New Zealand products when they return home,” he said. 

“This equates to $600M of exports that happen because people have visited New Zealand.”

One-in-five Californian visitors to New Zealand were subsequently interested in options to invest, study, migrate or do business.

“If Queenstown Lakes can play a role in helping boost that, it creates value for New Zealand and our district beyond what people spend on holiday here,” Glyn said.

Read more: QLDC secures funding to explore ‘shopfront’ for tourism

There is currently no comprehensive framework for recognising the lifetime value of visitors to a country once they return home. 

QLDC has secured $25,000 from the government’s Innovation Programme for Tourism Recovery funding to further investigate the issue.

QLDC’s economic development team is leading the project on behalf of funding partners Enterprise Dunedin, Central Otago District Council, Destination Queenstown, Tātaki Auckland Unlimited, and the Ministry of Innovation, Business and Employment. 

They will look at designing a pilot project that would connect exporters - and others seeking international investment or talent - with tourism operators willing to test how cross-selling could benefit all parties.

The Innovation Programme for Tourism Recovery is administered by the Ministry of Business, Innovation and Employment. 

QLDC is one of 25 nationwide recipients for the initial stream of funding which is aimed at innovative, solutions-based projects that may require further feasibility work before applying for full development support.

PHOTO: QAC