Nearly 100 people gathered at the Underground Market in George St last night for the festival guide launch.
Festival director Josh Thomas said the open access festival offered a ''diverse and wonderfully eclectic collection'' of shows including cabaret, comedy, theatre, dance and music.
The festival artists come from across New Zealand and overseas including from Australia, India, Japan and United Kingdom.
He asked people at the launch to grab a guide, identify shows of interest and ''champion'' that work. The festival was in its 17th year and was ''growing in quantity'' from 41 shows in 2015, to 58 shows last year to more than 70 shows this year.
''I am really thrilled to say we have 72 shows gracing our city for 11 days this year,'' Mr Thomas said.
The market was selected for the guide launch because the Dunedin multimedia spoken-word concerto Alive in Berlin would be performed there for four nights from March 14.
Dunedin synth duo Richard Maybe's Passion for Nature, Tess ''Corpsehand'' Mackay and Emilie Smith, performed at the launch.
Mr Thomas said he was pleased by the response to the release of the guide.
''I enjoy this moment each year; it's the point when we get to share our excitement, throw the doors open and invite everyone to dive into Fringe.''
More than 10,000 people attended its shows last year, he said.
Tickets went on sale yesterday including to the opening night showcase at Dunedin Town Hall on March 8.
