From Arts to Action: The Future Is Creative

Business

Around the world, cities and regions that embrace creativity are leading the way – driving job growth, sparking innovation, and strengthening their communities and economies. For local businesses, this is a trend worth watching closely.

That’s why Te Muka Toi | Te Muka Tākata, a recent creative and cultural hui held across Wānaka and Queenstown was so important. Over four days, creatives, cultural leaders, businesses, and organisations from around the globe and across Aotearoa came together to explore how creativity can fuel sustainable growth, inspire fresh ideas, and attract the talent this district needs.

Through keynote panels, workshops, public showcases, and open studios, one message was clear. The creative and cultural economy isn’t an add-on – it’s fundamental to the district’s evolution; socially, economically, and imaginatively.

If you want to understand how creativity can shape Wānaka’s future and what that means for your business, keep reading.

Why It Matters for Business

Of course, Wānaka’s lakes and mountains draw people in. But it’s the stories, the people, and the creative energy that turn a one-time visit into something memorable — something that brings visitors back and keeps them sharing the experience.

Creativity isn’t a “nice to have” — it’s a strategic asset. It shapes:

Visitor experiences that are distinctive, authentic, and values-aligned
Places people want to live — and where skilled talent wants to stay
Innovative products, spaces, and services that stand out internationally
Trust and belonging in the communities where we do business

In a district powered by the visitor economy, culture, creativity and heritage add depth, narrative, and identity to the visitor journey. They’re what turn a good experience into a meaningful one. And when it comes to attracting people to live and work here, the creative sector becomes even more crucial. People want to live in places that have heart, that celebrate expression, and that offer opportunities beyond the 9-to-5 and the outdoors. That’s what helps retain staff, raise families, and build industries.

Arts and cultural tourists don’t just visit — they engage, invest, and amplify.

Local Industry, Real Impact

This isn’t theory — it’s happening now!

From local screen production and outdoor tech, spatial innovation, product design and digital storytelling, the Queenstown Lakes creative sector is growing fast and already collaborating across tourism, events, retail, and hospitality.

The Creative Showcase at The Workshop in Queenstown brought this to life: makers, technologists, and producers from throughout the district demonstrating not just their work, but its commercial and cultural value. The Open Studios Trail in Wānaka and Queenstown drew visitors and locals alike into artist spaces – making creativity visible, accessible, and central to the district’s identity.

This was creativity in action – generating ideas, income, and connections.

The future of our creative economy isn’t just bright — it’s already here.

Skills, Scale, and Staying Power

What made this hui different was its focus on outcomes, not just inspiration.
Workshops led by local and national experts tackled practical topics:

How to pitch for funding
How to build a brand that’s true to creative values
How to partner with business, venues, and producers
How to sustain creative work in a fast-changing economy

Sessions like The Power of Artist-Run Initiatives showed how quickly connections can translate into outcomes when the right people are in the room.

Cultural Tourism is an Edge

Tourism is evolving and visitors are seeking more than just scenery. They want meaningful, place-based experiences that reflect the identity and mana of a region.

Culture and creativity are what bring those stories to life. They deepen the visitor journey, support shoulder season activity, and create new product opportunities. From screen tourism to indigenous-led experiences, festivals to art trails.

Investing in culture is not just good for communities — it’s good for business.

Where to Next?

The hui showed what’s possible. Now, it’s time to scale.

Here’s what’s needed to grow a resilient, creative economy:

Understanding of Te Muka Toi Te Muka Tākata the district-wide cultural strategy and support for the clear, funded actions.
Cultural infrastructure embedded into planning, and development.
Better visibility of creative talent, projects, and partnerships.
Investment in people through capability-building, mentoring, business opportunities and residencies

You don’t build creative ecosystems by dropping in culture. You grow them by investing in people, space and time.

How You Can Be Part of It

Tourism operators — Partner with creatives to tell richer stories. Add cultural value to your visitor offering.
Employers — Build workplaces that attract creative thinkers. Support projects that reflect the identity of our district.
Investors and developers — Think beyond infrastructure. Build for belonging, innovation, and long-term value.
Everyone — Sign up to Te Wahi Toi. Show up, keep up to date, and support local talent.

Because when creativity thrives here, everyone benefits — residents, visitors, businesses, and communities.

Key Takeaways for Businesses

Creativity is a sustainable growth driver
It fuels long-term economic, social, and cultural resilience, shaping how the district evolves and stays relevant.
Distinctive experiences build lasting value
Visitors, residents, and talent are drawn to places with identity, sense of place, and creative expression. Culture adds depth and meaning to both the lived and visitor experience.
The talent is here and ready to collaborate
From makers to technologists, artists to producers, the region already has the creative capability to partner with business. Next time there’s an exhibition, event, or showcase, go along you never know where a conversation might lead.
Investing in creativity is smart business
Whether through brand partnerships, cultural tourism, or product development, creativity drives innovation, retention, and connection.
The groundwork is laid.
Te Muka Toi | Te Muka Tākata provides a clear, district-wide cultural strategy. Developed with creatives, iwi, industry, and community, the vision is set, the momentum is building, and the tools are in place. What’s needed now is participation, partnership, and long-term support.

Queenstown Lakes has always been visionary. This is our next bold move:
A district where creativity, culture and heritage is sustained, supported, and central to everything we stand for.

Let’s make it happen.

At the heart of this work is Regional Arts Organisation Three Lakes Cultural Trust (TLCT) dedicated to supporting creativity, culture, and the people behind it across Wānaka, Queenstown, and the Upper Clutha. TLCT drives district-wide strategy, backs local talent, and works to embed creativity, culture and heritage into how the district evolves.