A controversial masterplan to help Milford Sound overcome the challenges of mass tourism is not set in stone, says Conservation Minister Poto Williams.

It's now more than a year since the Milford Opportunities Project unveiled its sweeping plans for the untenably popular South Island tourist destination.

Recommendations include permits for international visitors, that the airstrip be closed, cruise ships banned, and a new park-and-ride system operate from a hub in Te Anau.

The masterplan also envisages a new visitor centre and hotel, a cable car up Bowen Falls, a plethora of environmental and cultural projects, and various stop-offs along the Milford Road and other places in Southland. 

The goal is to stop Milford Sound Piopiotahi being the "rush-in, rush-out place" it became pre-pandemic, with busloads of tourists day-tripping from Queenstown, said project group chair Dr Keith Turner at the launch.

Visitor numbers to the UNESCO World Heritage site Milford Sound peaked at 870,000 visitors in 2019, up from 430,000 in 2013.

Cabinet approved $15 million in funding last June to take the masterplan forward but there was a long delay in appointing a project director, with Tarras airport opponent Chris Goddard eventually appointed in August 2022.

Now Minister Williams has visited Piopiotahi to hear directly from tourism operators, iwi and the unit undertaking feasibility planning.

She says the next phase is to "stringently test" the recommendations delivered last year.

"While there are elements of the masterplan’s recommendations to consider, there is strong support for the purpose of this work — to protect and restore Piopiotahi and ensure an outstanding visitor experience" Williams says.

"The masterplan outlined some innovative, aspirational and challenging recommendations for overcoming tourism pressures and better honouring the area’s significant natural and cultural heritage. However, its recommendations are not a fait accompli."

Williams says considerable assessment, feasibility testing and planning work is now needed, including an extensive programme of consultation with stakeholders and the public.

That will likely include ongoing talks with the Queenstown Milford Users Group, consisting of fixed-wing flight-seeing operators, who vehemently oppose plans to close the airstrip. 

UNESCO World Heritage site Milford Sound Piopiotahi. Photo: Sébastien Goldberg / Unsplash

Tourism Minister Stuart Nash says creating a world class experience at Milford sound, that manages visitor impacts while supporting local communities, businesses, and Ngāi Tahu, is a key priority for the Government.

"This work embodies the intent of our Tourism Strategy, which aims for productive, sustainable and inclusive tourism growth, while enriching the people and environment of New Zealand now and into the future," Nash says.