Queenstown adventure tourism operator reveals how they 'pivoted' to appeal to Kiwis

A Queenstown tourism operator CEO has revealed how they tweaked their business to focus on appealing to Kiwis.

Active Adventures has previously had nearly all of its customers come from North America, but that stopped when New Zealand closed its borders in March 2020 due to the COVID-19 pandemic.

CEO Wendy van Lieshout talked to The AM Show on Thursday about how they have changed their company to appeal more to Kiwis.

"It was about sticking to our knitting and doing what we have been doing so well for the past 25 years but just making it available to Kiwis for the first time and that's now been an amazing success."

She said they did a lot of research into what Kiwis want in adventure tourism and they have been lucky that it's worked.

"The response from Kiwis has been incredible and they are now lining up for us here and overseas."

Lieshout is now calling on New Zealanders to support local tourism businesses and give them the "boost" they need to keep going.