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Tourism and Hospitality Minister Louise Upston has announced a funding boost for the Southern Way campaign, aimed at encouraging more Australians to visit the lower South Island.
The campaign will receive $459,250 through the second stage of the Regional Tourism Boost Fund (Round 2), supporting travel outside the peak season and building on momentum from the initial Southern Way campaign.
“With direct flights from the Gold Coast into both Dunedin and Queenstown, it’s never been easier for Australians to explore everything the lower South Island has to offer,” says Upston.
“This campaign is about sharing what makes the South truly special, from Oamaru’s cheese and Central Otago wines to Fiordland and Southland hikes and Dunedin’s arts scene. Even when it’s crisp outside, southern hospitality is always warm.”
The Southern Way campaign brings together regional tourism and economic development organisations including Great South, Tourism Waitaki, Enterprise Dunedin, Clutha Development, Tourism Central Otago, Destination Queenstown and Lake Wanaka Tourism.
Running from April to June 2026, the campaign will promote time-limited travel and accommodation deals, alongside new themed itineraries and bookable packages designed to make it easier for visitors to explore the region.
“This is about supporting local businesses, creating jobs and sharing the benefits of tourism across the South,” says Upston.
The Southern Way campaign is one of five initiatives supported in this funding round, part of a $3.69 million programme designed to increase international visitation to regional New Zealand during autumn and early winter 2026.
