Concerns about the Queenstown Lakes district not having one of its big snow years have prompted a call for honest messages to visitors about the conditions.
Lake Wanaka Tourism chief executive John Alldred said the lack of fresh snow was something that no one could control but tourists should be
given accurate information about snow conditions, rather than being misguided.
"We respect our visitors; what they deserve is the truth. We are not in the business of spin, we are in the business of providing accurate information to our visitors ... That applies to everything, not just snow conditions."
The Wanaka tourism industry benefited from referred business - or word of mouth - and repeat business, which relied on accurate information.
"If the visitors come here, based on information which turns out to be untrue, they may just go away with a negative view of the place and they may not come back."
While July visitor statistics would not be available until September, Mr Alldred said numbers were probably down on last year.
Meanwhile, Destination Queenstown chief executive David Kennedy has appealed to the tourism organisation's members in a newsletter to promote a "positive message" to the resort's visitors.
He said he had spoken to some visitors who had had a "fantastic time" on the slopes but had been told by locals that the conditions were poor.
"There's good skiing up there. I don't think anyone's saying it's glorious, but there is honest information out there. Honesty is actually when you speak to the people on the mountain. Visitors are saying they are enjoying their skiing."
Wanaka Chamber of Commerce chairman John Hare said Destination Queenstown's message of not spoiling perceptions with negative messages was a "typical Queenstown message".
"We in Wanaka have got nothing to hide. I think we should tell it as it is, and I think we have still probably got better conditions."
- NZPA
