"This funding boost is enthusiastically welcomed by Tourism Waitaki," Tourism Waitaki RTO general manager Heather Matthews said.
"An immense amount of work went in to the application with our Southern Way partners.
"We’re so pleased the government recognises the special experiences and hospitality we have to offer visitors to our region, and appreciate the support.
"The funding allows us to build on the significant work we’ve done over the past year and supports a market that is already responding strongly, with Australian visitor numbers trending upward this summer.
"With the convenience of Jetstar’s direct Dunedin services and strong partnerships across the region, we’re in a fantastic position to convert that interest into real visitation."
Tourism and Hospitality Minister Louise Upston said more international visitors will be exploring regional New Zealand this year, thanks to a $3.69 million investment from the second round of the government’s Regional Tourism Boost.
"We want visitors to experience more of what New Zealand has to offer. Whether it’s cycling the Great Lake Trails in Taupō, tasting pinot noir in Waipara Valley, enjoying specialty cheese in Ōamaru or admiring Southland’s fiords, our visitors really can do it all.
"This funding is about growth, building for the future and making sure all our regions benefit from international tourism."
The latest round of the Regional Tourism Boost is supporting five new initiatives:
■ A $459,000 project will entice Australians from the Gold Coast to explore the lower South Island, delivered by Great South and seven associated Regional Tourism Organisations.
■ A $1m campaign to attract Australians from the eastern seaboard to our alpine and coastal regions within the central South Island, led by ChristchurchNZ.
■ A $1.2m national campaign will encourage visitors from the United States and Canada to discover all corners of New Zealand, co-ordinated by Tātaki Auckland Unlimited.
■ A $600,000 cycling initiative will encourage more Australian holidaymakers to experience New Zealand’s Great Rides, led by Destination Great Lake Taupō.
■ A $459,000 initiative will welcome Australians from Sydney and the Gold Coast to the heart of the North Island via direct flights to Hamilton Airport, led by Hamilton and Waikato Tourism.
The Southern Way campaign will receive $459,250 from the second stage of the Regional Tourism Boost Fund (round 2) to build on the momentum of the first campaign, which is helping to put the region’s unique experiences on the map for Australian visitors looking to travel outside of the peak season.
"This is a fantastic example of what can be achieved when our regions work together," Ms Upston said.
"The Southern Way campaign brings together Great South, Tourism Waitaki, Enterprise Dunedin, Clutha Development, Tourism Central Otago, Destination Queenstown and Lake Wanaka Tourism.
"By joining forces, these organisations are showcasing the very best of the South and delivering real benefits for local communities."
Waitaki MP Miles Anderson said the funding was a great step for the Waitaki and lower South Island.
"The Waitaki is brilliant in the autumn shoulder season and has many treasures for tourists to discover all within easy driving distance from Queenstown and Dunedin airports. The Whitestone Geopark is a prime example, with stunning attractions from Ohau all the way down to the coast.
"We look forward to welcoming more visitors who add so much positive energy to our region."
