You are not permitted to download, save or email this image. Visit image gallery to purchase the image.
Tourism New Zealand is redesigning www.newzealand.com to create a more user-generated content model, and Dunedin was the first regional tourism organisation to feature.
Tourism New Zealand spokeswoman Sue Allen said Dunedin was chosen for the regional pilot as it was a mid-sized region with a strong selection of tourism products and a willingness to engage in the pilot project.
Other regions would be included on the website once the pilot was completed, with the development of the site funded by Tourism New Zealand.
An advantage of the redevelopment was businesses and regions could upload content free of charge to the site, which attracted millions of visitors each year, she said.
The Dunedin section of the site includes "must-dos", such as where to buy cheese rolls, the "scarfie experience" and progress at the Forsyth Barr Stadium site.
Tourism Dunedin chief executive Hamish Saxton said the redesigning was leading edge and it was "absolutely brilliant" Tourism New Zealand had partnered with the regional tourism organisation.
The two organisations began talking about the project several months ago as both were working on plans to maximise mobile technology and social networking opportunities, he said.