The Southern Way will be on show following a funding boost for Great South to launch a campaign targeted at international visitors.
Great South will receive NZD 393,000 to launch a campaign putting the Southern Way and the region’s authentic hospitality firmly on the map for international visitors, Tourism and Hospitality Minister Louise Upston announced.
“I’m delighted to see Great South and its partners working together to highlight the unique experiences of the lower South Island and help build lasting connections with international travellers,” Minister Upston said.
She said this investment will help the region reach new audiences and invite more visitors to discover the wild beauty, rich flavours, and warm hospitality that make the south so special.
“It’s fantastic to see a campaign that encourages travellers to look beyond the usual destinations and experience the true heart of southern New Zealand.”
The NZD 393,000 campaign, led by Great South with regional partners, will encourage Australian travellers, especially from the Gold Coast, to explore the Southern Way with a focus on itineraries, regional events, and Southern hospitality.
This journey takes in highlights from the iconic Milford Sound in Fiordland, to the wild Catlins coastline and Dunedin’s vibrant city life, all renowned for their stunning scenery, local events, and genuine southern hospitality.
Funding comes from the Regional Tourism Boost (Round 2), part of the Government’s NZD 70 million Major Events and Tourism Package. It builds on a similar initiative earlier this year to now include hospitality offerings as part of the campaigns.
“By backing the Southern Way, we’re not just promoting a destination, we’re inviting visitors to experience the spirit and stories of the south,” Minister Upston added.
The Regional Tourism Boost Fund (round 2) provides NZD 10 million in contestable funding to support regions to attract more international visitors to travel, stay and dine across New Zealand.
Other successful applicants in this funding round include WellingtonNZ and RotoruaNZ, who will also be launching new campaigns to attract international visitors to their regions.
These first four Regional Tourism Boost campaigns focus on attracting visitors from January 2026 with a second stage of investments to be announced later this year focused on the traditionally quieter period between April-June 2026.
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