The city is about to receive millions of dollars worth of free publicity as Rugby World Cup games are broadcast to an audience numbering in the hundreds of millions.
"Our destination gets to shine," Tourism Dunedin chief executive Hamish Saxton said.
While the focus would be on matches, the response to other international sporting events indicated there were opportunities to showcase the area in-between game days to major markets such as the United Kingdom, Europe, and Australia.
"This is a terrific opportunity for Dunedin, and an amazing opportunity to profile the region," Mr Saxton said.
Overseas viewers watching television coverage of the tournament were potential visitors to New Zealand, and Dunedin would represent a "must see".
The regional tourism organisation had been preparing for the tournament for the last two years, and was involved in the bid for the city and wider region to host matches, Mr Saxton said.
"We were convinced this was a great tourism opportunity."
In addition to working with local tourism operators and profiling the city to potential visitors, Tourism Dunedin would also help more than 200 media representatives expected in the city from next week.
The organisation had also created a "bank" of potential stories - from events to discussions over the cheese roll - for media outlets, he said.
"They are angles we think are going to create interest in the eyes of the media."
Forsyth Barr Stadium - to be known as Otago Stadium during the tournament - was likely to be one of the talking points of the tournament.
One of the legacies of the tournament would be return visits from fans, and their recommendation others visit the region.
"The supporters are here for the event first and foremost. They are here to have a great time, so there is going to be a good deal of people who are going to enjoy the hospitality."
"Conversely, a bad experience is something they will take with them as well ... and we don't want them to leave with a bad experience."
