Otago Trail Forum attracts record attendance

Otago's world-class cycle trail network was the focus of a record-breaking industry forum, attended by more than 120 tourism operators and stakeholders from across the region at Te Puna Mahara - Cromwell Memorial Events Centre on Thursday 3 September.

Otago's cycle trail network is about to reach a major milestone, with the Kawarau Gorge Trail opening over Labour Weekend to build towards a 560 km connected network of off-road trails across the region.

The third annual forum focused on marketing, trail development and resilience, collaboration, and the growing impact of AI on visitor planning and business capability, with updates from Otago's five Great Ride trail managers on how to maximise the value of the expanding network.

Local economist Benje Patterson shared research on the economic power of trails and cycling’s growing role in tourism across the Queenstown Lakes District, showing that new trails attract additional riders while helping disperse visitors and spending across a wider range of towns and communities.

Sam Allen, Tourism New Zealand's Global Manager, Industry and Product Marketing, highlighted global work to drive visitor conversion through themes including Food and Beverage, Active Escapes and Wellness. Research presented at the forum confirmed demand for active holidays is accelerating, with cycling and mountain biking featuring in 73 percent of visitors' reasons for travelling to New Zealand, and Allen shared practical tools to help businesses adapt to AI-influenced trip planning.

Justin Harman, General Manager of Carrick in Bannockburn, shared his experience adapting a business on the Lake Dunstan Trail to a changing visitor mix. His three key messages: "Know who's coming through real data; know your own numbers, don't guess; and be genuinely hospitable, because people know when it's not real."

Janet Purdey, Chief Executive of Ngā Haerenga New Zealand Cycle Trails, presented on the strategic work underway to strengthen and promote New Zealand's national cycle trail network.

The event, coordinated by Otago Trails Marketing Group Executive Geoff Marks, welcomed delegates from Queenstown, Wānaka, Central Otago and Dunedin.

"The record attendance at this year's forum reflects the growing interest in cycle tourism and the opportunities it's creating for businesses and communities across Otago," Marks said.

Otago's Net Promoter Score (NPS) continues to rise across all its trails, outperforming the rest of New Zealand's Great Rides in customer satisfaction, according to Anthony Longman, Head of Destination at Tourism Central Otago.

"The focus now is to maintain that quality while encouraging visitors to travel further, stay longer and support local operators and communities," he said.

About Otago Trails Marketing Group
In 2019, Tourism Central Otago consulted with stakeholders involved in cycle trail management and promotion to develop a collaborative marketing approach for Otago’s trail network. This led to the creation of the Otago Trails Marketing Group, which now includes four RTOs and five of New Zealand’s Ngā Haerenga Great Rides, stretching from Queenstown to Dunedin.

The Group’s goal is to collaborate on marketing and promotion to leverage economies of scale and avoid duplication. It also supports destination management, trail safety campaigns, product development, and operator capability-building.

Now in its 6th year, the Group has expanded to include Destination Queenstown and Queenstown Trails Trust, marking its continued success and leadership within the industry. It is funded by the four RTOs and includes trail trusts representing five of New Zealand’s Ngā Haerenga Great Rides, as well as an operators' group. Originally supported by MBIE funding, the project is now committed through June 2028 by all partners.

The Partners:

• Tourism Central Otago
• Destination Queenstown
• Clutha Development
• Enterprise Dunedin
• Southern Lakes Trails
• Queenstown Trails
• Roxburgh Gorge Trail
• Clutha Gold Trail
• Otago Central Rail Trail.