A Q&A on resilience, belonging and finding freedom in the wild.

Raised on the rugged West Coast and now working to share its beauty with the world, Lucy Nilson has built a life that reflects both resilience and passion. As Tourism Executive for Development West Coast, she promotes the region she proudly calls home, drawing on her studies in Sociology and Political Science to shape stories that connect people to place. Outside of work, Lucy is most at ease in the wild — an avid hunter since childhood, she finds freedom and perspective in the mountains and bush, often with her trusty Davaar jersey in tow. Whether guiding the narrative of her region or pursuing her own adventures outdoors, Lucy embodies a grounded optimism and a deep connection to the land that continues to shape her journey.

Q — Lucy, you grew up on the West Coast surrounded by wild landscapes and rugged coastlines. Now you’re working to promote the region as Marketing and Communications Officer for Development West Coast. What does it mean to you to represent the place you call home on such a platform?

A — Growing up on the West Coast, I developed a deep connection to the place, its landscapes, its people and the lifestyle that shapes everyday life here. Being in a role now where I can share that with others feels incredibly special. For me, it’s not just about promoting the region, it’s about telling the real stories of people residing on the West Coast and sharing the places that make it what it is. Representing my home in this way is a privilege and I’m proud to help show why the West Coast is such an incredible place to live, work and explore.

Q — You studied Sociology and Political Science at university before stepping into the tourism world. How have those studies shaped the way you see people, communities and the role of storytelling in tourism?

A — It’s funny, because straight out of university we often put so much pressure on ourselves to have a clear career path and never in a million years did I imagine I’d end up in the role I have today. Studying Sociology and Political Science gave me a deeper understanding of people, how they move, connect and build a sense of place. That perspective has definitely shaped how I approach tourism and storytelling. But honestly, nothing compares to real world experience. Working with people right across the Coast has been the biggest learning curve and the most valuable part of my journey.

Q — Hunting has been a huge part of your life since you were four years old. What first drew you to it and how has hunting shaped your relationship with the outdoors over the years?

A — My dad grew up hunting and started taking me out at a young age and I loved it. The apple doesn’t fall far, I kind of had no hope! My relationship with the outdoors has changed the older I have got and I certainly have a deeper appreciation for my time out in the hills now than I did when I was younger. There really is nothing more humbling than climbing a hill, or sitting amongst the mountain peaks as the sun sets. It puts everything into perspective. It requires physical and mental toughness and makes you appreciate any successful hunts you may have, as they certainly are earned through lots of hard work and perseverance. I have a deep connection with the Southern Alps and truly am happiest when sitting amongst the tussocks.

Q — For many people, hunting is as much about connection as it is about skill — connection to land, to food, to family. What does it represent for you?

A — I totally agree, hunting really does bring all the elements of life together. There’s nothing more rewarding than spending time in the hills, having a successful hunt and then sharing that adventure and the game with family and friends. For me, hunting isn’t just about those feel-good, rewarding moments. It pushes me both physically and mentally. There’s nothing louder than sitting with your thoughts in complete silence for hours on end. You have to learn to be comfortable with being uncomfortable, whether that’s working through a racing mind and all the challenges in your life, or dealing with freezing feet and sore shoulders after carrying a heavy load all day.

Q — You spend a lot of time in the mountains and bush. Can you share a moment outdoors — maybe hunting, hiking or exploring — that has left a lasting impression on you?

A — Gosh there have been so many impressionable moments in the hills. I think one of the most pivotal moments was the first time I hunted in Fiordland. I was 16 years old and it was a real culture shock. We spent a week in the Irene River and there was one day that will forever be etched in my memory. It really pushed me out of my comfort zone and tested my mental toughness. Bashing through the bush, soaking wet, with a pack on all day was completely new to me. I literally remember thinking “what am I doing here”. At the time it was a massive physical and mental challenge, but I look back now and it really was the first time I had been properly humbled by the bush. Sure, I had experienced big days on foot and what I thought were challenging days prior to this, but this was a whole new level. I think every hunter has that one day that really opens their eyes and unlocks another version of themselves. This was the day for me. Nothing like falling face first in the mud and having to pick yourself up again.

Q — Tourism and hunting are often seen as two very different worlds, but they both depend on a deep understanding of place. How do you balance those parts of your life and do they influence each other?

A — I do try my best to keep my work and personal life separate, especially since both are quite public. But at the heart of it, my career and my personal passions are both deeply rooted in a connection to the land. What I love is the variety. Hunting gives me one perspective, being immersed in the hills for days at a time, while my career allows me to share the region’s beauty in ways that are more relatable for a wider audience. Not everyone wants to spend a week in the backcountry, but they can still connect with it through a helicopter flight, a bush walk, or even artwork of the mountains hanging in a gallery.

Q — Your Davaar jersey seems to follow you everywhere — from the tops hunting to evenings out. What role does having versatile, reliable pieces play in your lifestyle?

A — My Davaar jersey is certainly one of the most worn items in my wardrobe and it is not often I am without it. It’s versatile, reliable and comfortable, which makes it perfect for everything from a long day on the hills to an evening out. For me, having pieces like that means I can focus on experiences rather than worrying about what I’m wearing. It’s about practicality meeting comfort and having gear that keeps up with the way I live.

Q — The West Coast is known for being raw and remote, with weather that can be challenging. How does living there shape your character, your work and the way you spend your time?

A — I think I probably check the weather forecast three or four times a day! The weather can be the bane of my existence. We have had the most incredible summer and winter here this year and spring is spring, we can’t have our beautiful rainforest without the rain. It's not often we will go out and return home with dry feet! Living on the West Coast has taught me perspective — you take things as they come, embrace the challenges and just have to make the most of each day.

Q — Looking ahead, what are the values or priorities you want to hold onto most as you continue to grow in your career and in life?

A — Honesty and respect are huge parts of who I am, whether that’s in the people I surround myself with, the businesses I work with, the way I show up for myself, connect with my audience, or care for the land. Being authentic is vital and I try my best to bring honesty to my platforms. As I continue to grow, I also want to focus on meaningful connections and making a positive impact through my work, while staying true to these values.

Q — Is there one small but meaningful object — perhaps a tool, piece of clothing or keepsake — that always comes with you into the bush or on your travels? Why does it matter?

A — I wear a ring made by Charlotte Breeze, it’s made of a bullet shell and has a blue stone centrepiece. There is a bit of history behind it, the shell is from Ridge and I’s first successful solo hunt and the blue stone acknowledges my heritage. I come from a long line of hunters and my great grandfather Ted went missing on a hunting trip in the area where you find blue stone in the early 60s. Last year I was fortunate enough to go hunting in the tops where he went missing all those years ago. He was never found and so it was a pretty special experience, sitting there in the tussock knowing Ted’s remains are somewhere in the area. I would love to go back with my Dad sometime.

I also carry a travel stone that my Year 13 tutor gave to each of us to keep us safe on our travels in adulthood. It’s lived in my wallet for the last 10 years, I almost forget it’s there, but I honestly wouldn’t travel anywhere without it now.

Lucy Nilson

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