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Canterbury and West Coast regional tourism organisations will receive $1 million in Government funding to deliver a new international tourism campaign, Discover Different, Tourism and Hospitality Minister Louise Upston has announced.
The campaign will showcase the two regions to Australian visitors during the cooler months, building on the success of this year’s Winter Different initiative.
“This campaign extends the invitation to Australians to experience everything the regions have to offer during autumn,” says Upston.
“This investment celebrates what Kiwis already know — Canterbury and the West Coast are places of immense beauty, from the alpine landscapes of Aoraki Mount Cook and whale watching in Kaikōura, to hot pools in Hanmer, Christchurch’s laneways, and the rainforests and rugged beaches of the West Coast.”
Upston says food and drink will also be a key feature of the campaign.
“New Zealand’s food and drink scene is first class, and Canterbury and the West Coast are no exception — from whitebait fritters and artisan cheeses to tastings at award-winning distilleries, craft breweries and wineries.”
Discover Different will be delivered through a regional collaboration led by ChristchurchNZ, working alongside Destination Kaikōura, Visit Hurunui, Venture Timaru, Mackenzie Tourism and Development West Coast.
The partnership will develop new travel deals, themed itineraries and bookable packages designed to make it easier for visitors, particularly Australians, to experience the regions.
“This is a strong example of what can be achieved when regions work together,” says Upston.
“These campaigns support local businesses, keep communities thriving and help share what makes Canterbury and the West Coast truly special.”
Discover Different is one of five initiatives supported through the latest round of Regional Tourism Boost funding, a $3.69 million programme aimed at increasing international visitation to regional New Zealand during autumn and early winter 2026.
