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Premium travel experiences business Alpine Luxury Tours, founded in Queenstown more than a decade ago, is expanding operations into Ōtautahi Christchurch- a move that shows confidence in the city’s evolution as a high-value tourism destination.
Kath Low, Head of Tourism at ChristchurchNZ says the move aligns perfectly with the agency’s broader tourism strategy.
“ChristchurchNZ’s strategy positions the city (and districts surrounding it) as a destination in its own right. While there’s no doubt we are a fantastic gateway to the wider South Island also, Christchurch is now a preferred premium tourism destination and Alpine Luxury Tours expansion into the Canterbury region reinforces the message that there are exceptional premium experiences to be had in the Central South Island area, including Christchurch,” she says.
The expansion adds a further push to the region’s growing reputation as a luxury destination, building on recent investment in accommodation, gastronomy, and outdoor adventure experiences that cater to high-value visitors.
So how will operators like Alpine Luxury Tours help reshape Christchurch’s image? Kath says the role of such businesses is in shaping perceptions through quality and authenticity.
“The metamorphosis of Christchurch has been significant and there is evidence, both data based as well as the myriad of positive media stories, and word of mouth, that Christchurch is a popular and rewarding destination. Alpine Luxury Tours expanding to this region is a nod of agreement in this sentiment – there are fantastic locations to visit and explore within the city, and within an easy (and beautiful) drive.” says Kath
