Our Core Markets

Three special interest markets have been identified as a key focus for TCO to promote Central Otago’s unique points of difference. These are cycling, camping,
wine and food with our heritage products promoted across all three sectors.

There are opportunities for investment at various levels in tactical campaigns relating to cycling, camping, wine and food.


Cycling is a high priority market segment for Tourism New Zealand and our goal is to establish Central Otago as New Zealand’s premier cycling tourism destination within the context of the “World of Difference” regional identity.  To do this we need an excellent base of product and the region is well on its way in developing this.

The Central Otago cycling experience is not just about the Otago Central Rail Trail. The Rail Trail is iconic for the region and is on everyone’s bucket list, but there are a diverse range of cycling experiences in Central Otago. The Roxburgh Gorge and Clutha Gold cycle trails offer different trail riding experiences, road cycling, event participation, short rides and back country cycling experiences throughout the region.

TCO continues to build a presence in their main target markets; North Island, Australia and Canterbury and to develop a positioning for cycling that provides an over-arching Central Otago story with all the product experiences underneath.

The cycling campaign includes extended cycling web content, a cycle brochure, digital marketing campaigns, coordinating cycling media visits and getting cycling stories published in appropriate magazines.


The motorhome / caravan market is undergoing unprecedented growth amongst Baby Boomers reaching retirement age together with an increasing number of younger families choosing to purchase a motorhome or caravan rather than a bach. Research into the expenditure of campervan occupants shows that more than $650 million dollars a year is being spent nationally by both commercial and privately owned motorhome / caravan travellers throughout New Zealand.

The New Zealand Motor Caravan Association’s (NZMCA’s) membership is now in excess of 60,000 and Central Otago is ranked by these members as being in the top five regions they will visit within the next three years.

The traditional and quintessential Kiwi camping holiday experience remains a welcome feature in Central Otago. The climate and lifestyle mean that this region truly is one of the prime camping centres in New Zealand. Most visitors on a camping holiday travel with additional outdoor equipment such as bikes, fishing rods etc. and stay more than one day in a region.

TCO recognise the value of this market segment, who will stay longer and explore farther than many other visitors, and with Cromwell and Alexandra both being confirmed as ‘Motorhome Friendly Towns’ in 2015, this market will continue to grow.


The world’s most southern vineyards are in Central Otago where the boutique wine industry is being rightfully recognised on the world stage as a premium product.
Within an hour’s journey by road from Queenstown, some of the world’s finest wines are grown within the Cromwell and Alexandra Basins. Here, a variety of winery restaurants, cellar doors and tasting rooms are open to visitors year round.

Winery visitors spend significantly more than a typical visitor during their trip to New Zealand and international wine visitors are more likely to participate in other activities in the region.

Central Otago produces a range of premium quality food products such as export quality cherries and stonefruits, olive oils, quality saffron, preserves and honey. These seasonal fruits and local produce are sought after by visitors to our restaurants and to roadside stalls and farmers markets throughout the summer months.
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