The Remarkables are perched above Lake Whakatipu on a sunny Queenstown afternoon, resembling a perpetual wall. The majority of visitors are drawn to the mountains for the skiing in the winter, the hiking in the shoulder months, and the overall feeling of being in a place that resembles a movie set but is stubbornly, physically real. All of that is surrounded by adventure tourism infrastructure, such as jet boat operators, bungee platforms, and paragliding firms, all of which are based on the premise that tourists come here to engage in physically demanding activities. For the most part, that assumption still holds. However, it is being enhanced.
The revelation that Queenstown is expanding its roster to include a geothermal-inspired water park is a reflection of the town’s growing tourism industry over the past few years. The innovation, Bathe by Aluume, is based on contrast treatment, which alternates between hot pools and cold plunges to assist nervous system control and muscle recuperation following a day of physical activity. Situated to provide unobstructed views of Lake Whakatipu and the Remarkables, it caters to the segment of tourists that choose a rejuvenating activity to round off a demanding day in the mountains.
There is a real gap in Queenstown’s existing large-scale offerings. There have always been a few spa treatments and a few hot pool possibilities in the area, but nothing specifically designed at the level that geothermal tourism locations like Rotorua offer or that European thermal bath traditions have developed as a separate trip category. Adventure travelers, who frequently strain their bodies more than the average tourist, make an ideal target market for recovery-focused activities. The wellness sector of international travel has been steadily expanding.
The pandemic has strengthened the economic case for diversification. Because its visitor economy was so focused on high-adrenaline activities that drew a very particular population, Queenstown was more vulnerable to the collapse of international tourism than most New Zealand locations. Instead of viewing Queenstown as a short race in between bungee jumps, rebuilding toward something more resilient entails drawing a variety of tourists, spreading the season over more months, and offering reasons to stay longer.
In this light, geothermal water parks make especially sense in the year-round dimension. The winter months are occupied with Queenstown’s ski season, however the times right before and after can be weak economically. During those shoulder times, a weatherproof health center with views of the same mountains that attract skiers gives something worthwhile: an excuse to arrive early or depart later, both of which directly translate into lodging nights and local expenditures.
Bathe by Aluume’s opulent posture conveys the target audience that the operators are attempting to achieve. Travelers who are prepared to pay much more for an experience that feels leisurely, well-planned, and aesthetically pleasing—not the backpacker demographic that has long been a part of Queenstown’s visitor mix. In comparison to what the same tourist might discover in Iceland, Japan, or the Swiss Alps, Queenstown’s high-end hotels and exquisite dining have been catering to this market for years, but it has been underserved in terms of wellbeing.
It is natural to wonder if a single development will have a significant impact on Queenstown’s economic diversification. However, the location—looking out at one of the more stunning views in the Southern Hemisphere—gives it a starting advantage that other wellness developments have to work much harder to produce, and the orientation makes sense.
