By Queenstown Lakes’ Regional Tourism Organisations (RTOs), Destination Queenstown (DQ) and Lake Wānaka Tourism (LWT), have announced a significant evolution in their operational model. Starting from the fiscal year 2024/25, these RTOs will implement a shared services model aimed at enhancing efficiency and collaboration while maintaining their unique identities. This strategic move is expected to bring numerous benefits, including economies of scale, improved resource allocation, and a stronger regional tourism framework.
The shared services model is designed to streamline operations between DQ and LWT, allowing both organisations to leverage their strengths and resources more effectively. By sharing services such as human resources, finance, data and insights, and travel trade, the RTOs can achieve greater efficiency and reduce operational costs. This collaborative approach ensures that both Queenstown and Wānaka can continue to offer high-quality tourism experiences while benefiting from shared expertise and capabilities.
One of the key advantages of this model is the ability to gain economies of scale. By pooling resources, the RTOs can maximize their impact and deliver more comprehensive services to their stakeholders. This includes enhanced marketing efforts, better data analysis, and more robust support for local businesses. The shared services model also fosters a culture of collaboration, encouraging the exchange of ideas and best practices between the two organisations.
Despite the shared services approach, it is important to note that DQ and LWT will retain their independent governance and operations. This means that each RTO will continue to focus on its specific brand and destination, ensuring that the unique characteristics and strengths of Queenstown and Wānaka are preserved. The shared services model is not about amalgamation but rather about finding synergies and efficiencies that benefit both regions.
Strengthening Regional Tourism
The implementation of the shared services model is expected to strengthen the overall regional tourism framework. By working together more closely, DQ and LWT can develop and execute more effective destination management plans. This includes initiatives aimed at sustainable tourism, community engagement, and enhancing the visitor experience. The shared services model provides a solid foundation for these efforts, enabling the RTOs to address regional challenges and opportunities more effectively.
One of the primary goals of the shared services model is to support the region’s destination management plan, “Travel to a Thriving Future.” This plan outlines a strategic framework for sustainable tourism development, focusing on environmental stewardship, community well-being, and economic resilience. By aligning their efforts under this plan, DQ and LWT can ensure that tourism growth benefits both the local community and the environment.
The shared services model also allows for a more coordinated approach to marketing and promotion. By combining their marketing efforts, the RTOs can reach a wider audience and create a stronger brand presence for the Queenstown Lakes region. This includes joint campaigns, shared content creation, and collaborative partnerships with industry stakeholders. The result is a more cohesive and impactful marketing strategy that highlights the unique attractions and experiences of both Queenstown and Wānaka.
Opportunities for Local Businesses
Local businesses stand to benefit significantly from the shared services model. By providing a more efficient and coordinated support system, the RTOs can help businesses navigate the complexities of the tourism industry and capitalize on new opportunities. This includes access to better market insights, enhanced promotional support, and more effective networking opportunities. The shared services model creates a more supportive environment for local businesses, fostering growth and innovation.
One of the immediate benefits for local businesses is access to a wider range of services that they might not be able to afford independently. This includes advanced data analytics, comprehensive marketing support, and specialized training programs. By leveraging the shared resources of DQ and LWT, businesses can enhance their competitiveness and better meet the needs of visitors. This collaborative approach also encourages businesses to adopt best practices and innovate, contributing to the overall success of the region’s tourism industry.
The shared services model also promotes a more inclusive and collaborative business environment. By working together, businesses can share knowledge, resources, and expertise, creating a stronger and more resilient tourism ecosystem. This collaborative spirit is essential for addressing common challenges and seizing new opportunities, ensuring that the Queenstown Lakes region remains a premier destination for travelers from around the world.
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- Category: News
- Sub-category: Tourism
- Meta Description: Queenstown Lakes’ Regional Tourism Organisations adopt a shared services model to enhance efficiency, collaboration, and regional tourism.
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