At Dunedin Airport yesterday, Tourism and Hospitality Minister Louise Upston announced a $393,000 investment in a campaign to encourage Australian travellers, especially from the Gold Coast, to explore the South with a focus on itineraries, regional events and southern hospitality.
The eight southern regional tourism organisations and the Southern Airports Alliance (Queenstown, Invercargill and Dunedin Airports), dubbed the Southern Way, will work collectively on the campaign, led by Southland regional development agency Great South.
Great South tourism events general manager Mark Frood said Ms Upston’s announcement was great and the funding would support the region’s newest international connection — flights between the Gold Coast and Dunedin.
"The goal of the Southern Way is to be able to spread travel from the east coast of Australia and get our visitors to be able to travel right around our region," Mr Frood said.
"We’ve got a pretty compelling opportunity for visitors."
The contestable funding came from the second round of the government’s Regional Tourism Boost — RotoruaNZ received $2,525,000 to launch two campaigns to attract travellers from East Asia and Australia; and WellingtonNZ received $991,000 to promote wine, food and stargazing across Wellington, Wairarapa, Hawke’s Bay and Marlborough to Australian visitors.
Ms Upston said she was delighted to see Great South and its partners working together to promote the area.
"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."
