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Great South has been awarded $393,000 to launch a new international marketing campaign promoting the Southern Way and the lower South Island’s signature hospitality.
Tourism and Hospitality Minister Louise Upston says the initiative will help the region attract more visitors and showcase its distinctive landscapes and experiences.
“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,” Upston says. “This investment will invite more visitors to discover the wild beauty, rich flavours, and warm hospitality that make the south so special.”
The campaign will target Australian travellers, particularly from the Gold Coast, encouraging them to explore Southern Way itineraries linking Fiordland, Milford Sound, the Catlins and Dunedin. Regional events and local hospitality offerings will also be a feature.
Funding comes from Round 2 of the Regional Tourism Boost, part of the Government’s $70 million Major Events and Tourism Package. The initiative builds on a similar programme earlier this year that expanded to include hospitality partnerships.
“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,” says Upston.
