Those who love the ambience of Oamaru, and especially its historic precinct, might be wondering why it took so long.
It seems, finally, some extra momentum has been created. Many New Zealanders are recognising where Oamaru is and that it has much to offer.
Small towns and small cities often suffer in this age of centralisation. Even though the internet provides more scope for working remotely and for running national or international businesses at a distance, this has in most cases been more than counteracted by other trends.
Government department centralise, branch offices close, more e-commerce is based around big city warehouses and fewer staff and fewer outlets are located outside Auckland.
Throughout the world, the largest cities have grown rapidly, often at the expense of small centres.
In Australia this has seen Sydney flourish and many other cities and towns struggle. In New Zealand, Auckland booms, while post-earthquake Christchurch is also growing rapidly.
Something special is required to reverse this course. Some towns, like Queenstown and Wanaka, have obvious tourist and lifestyle drawcards and others - against the odds - endeavour to market themselves as distinctive and attractive.
Oamaru and the Waitaki district, with an older population, are in the category where a slow and steady decline has long been predicted.
But, somehow, the district seems to be warding off the worst of the doomsayers' expectations.
Much of this can be put down to more intensive farming through irrigation and dairying. There is, though, more to it.
There is increasing pride matched by increasing visitor numbers. As Mayor Gary Kircher has said: ''It's been a case that Oamaru has so much potential and developments over the last 10 years are coming to fruition.''
Being named New Zealand's ''coolest'' town by travel publication Lonely Planet certainly helps. Such accolades not only bring publicity but are crucial for making a place fashionable.
That effect cannot be underestimated. It becomes a matter of pride to say you have visited Oamaru, and you are likely to spread the word among family and friends. Locals stand taller and are more likely to want to stay.
And former Oamaruvians are more likely to want to return if they feel the town has a positive buzz and reputation.
The district has featured in several high-profile international media outlets and tourist numbers over the summer are reportedly well up in Oamaru.
The historic area is full of interest, notably to New Zealanders and Australians whose countries lack the old buildings of, say, Europe. Steampunk provides a quirky point of difference and the penguin colony is always popular.
The Alps 2 Ocean Cycle Trail is becoming established and has the potential to match or surpass most other cycle routes.
Oamaru's share of the tourist market, despite the strong summer, remains small. The positive side of this is that there remains lots of scope for much more growth.
This can come from international tourists - often using rental cars and exploring more outside the traditional hot spots - and from New Zealanders exploring their own country.
For both groups, Oamaru does, indeed, offer different sights and experiences than anywhere else.
