"I'm sure there will be huge feedback when these paddlers get back home what Rotorua has got to offer to visitors - not only in whitewater but for many of the other attractions around the city," Mr Lee said.
The whitewater rafting industry was ready to grow further, he said.
"There are huge possibilities to explore - corporates could entertain their clients by watching fast action racing before rafting the same rapids as elite athletes have done only hours before.
"It is the perfect setting to promote Rotorua's natural wilderness and high-energy adventure activities."
Close, competitive rafting in front a large crowd continued on the Kaituna River yesterday, as men's and women's senior and master teams rode their luck on the swirling rapids in the three-and-half minute sudden death head-to-head category.
It was spectacular racing for spectators, with South American and European crews dominating.
The New Zealand masters men's and women's crews backed up gold medals in the sprint event on Thursday, to again take line honours in the H2H event.
But success deserted the open men's crew of Paul Roozendaal, Bernd Sommer, Jamie Sutton, Sam Sutton, Joel Flamank and Tim Pickering, who had clocked the fastest time - 2min 13.81sec - to take gold in the sprint the day before, only to be edged out by Brazil in the H2H quarter-final.
After trailing for most of the race, the New Zealanders put in a supreme effort to draw alongside the South Americans on the last set of rapids at the Weir, only to be pipped at the line.
The treacherous Weir segment proved the downfall of crews who lost handy leads taking the wrong line.
The New Zealand women's open took out the silver medal behind Slovenia in the H2H, after winning bronze in the sprint event the day before.
The weekend's racing features the closing stages of the world championships, with the senior and masters slalom and downriver events centred around the Tarawera River at Kawerau, and the Rangitaiki River near Murupara.
The two events count for 70 per cent of the final overall result.
Racing begins on both days at 10am.
Head-to-head results: Men's Open: 1 Brazil, 2 Chile, 3 Slovenia; Women's Open: 1 Slovenia, 2 New Zealand, 3 United States, 4 Brazil (10-second penalty after semifinal, lost place in final to NZ); Women's Masters: 1 New Zealand, 2 Russia; Men's Masters: 1 New Zealand, 2 Czech Republic, 3 Costa Rica.