Otago Trails Forum Draws Record Attendance

This annual event, coordinated by Otago Trails Marketing Group Executive Geoff Marks, saw participants include delegates from across the region, including Queenstown, Wanaka, Central Otago and Dunedin. Attendees included representatives from hospitality and tourism businesses, trail trusts, community groups, Regional Tourism Organisations (RTOs), Council representatives and Nga Haerenga – New Zealand Cycle Trails.

“The aim of this forum is not only to reflect on the past season but to focus on the future—identifying both opportunities and potential challenges that we, as a collective, can address,” said Geoff Marks. “We hope the day has sparked new ideas and actions for the quieter months ahead, which are traditionally the low season for visitation.”

A Day of Insight and Inspiration
The afternoon featured a full agenda of speakers, with special keynote speaker Dougal Allan sharing his remarkable journey from the Otago Central Rail Trail to competing with Emirates Team New Zealand in the America’s Cup. Phil Wyndham from Adventure South discussed marketing cycling to international audiences, while Nicky Sygrove from Kinross Winery offered insights on maximising the potential of cycle tourism. Janet Purdey, General Manager of Nga Haerenga – New Zealand Cycle Trail Inc., provided updates on the organisation’s work, and representatives from the five Great Ride trail trusts shared developments and news from their respective trails.

Customer Satisfaction and Growth
The region’s Net Promoter Score (NPS) - a key measure of customer satisfaction - continues to rise across all Otago Trails. “This data shows that Otago trails are outperforming the rest of New Zealand’s Great Rides in terms of customer satisfaction,” said Anthony “Antz” Longman, Head of Destination at Tourism Central Otago. “While we should celebrate this success, we must remain focused on maintaining and improving these standards.”

“Otago offers a unique combination of high-quality trails, excellent support services, and stunning landscapes from Queenstown through Central Otago to Dunedin - something you won’t find anywhere else in the world,” Longman added. “With 530 km of dedicated cycle and walking trails and the highly anticipated Kawarau Gorge Trail set to open by early 2026, we are excited about the future.”

Passion and Collaboration
“It’s inspiring to witness the passion and commitment from all those involved in the region’s trail network,” said Mark "Willy" Williams Queenstown Trails Trust CEO. “The focus is clear: providing the best possible experience for both our communities and visitors.”

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 fifth 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 2026 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
• Otago Central Rail Trail Business Network