The New Zealand Geographic Board is poised to confirm the Catlins as the area's official name but Paul Bridson said there were no formal signs anywhere with the name "The Catlins" on them and many people would not know they were in the area.
Mr Bridson, who owns and operates the Whistling Frog Cafe and holiday park in the Chaslands, said there needed to be some reference to the Catlins.
"Owaka is not that well known and everyone is looking for the Catlins. Now that the Catlins [is] officially recognised by the geographic board, I think we need to make a big deal about it," he said.
He had known several visitors who felt disorientated when they arrived in South Otago, unable to find the Catlins because of a lack of signage.
Mr Bridson hoped formal signs would be adopted for the area.
Clutha District Council district development manager Julie Pearse said getting formal recognition for the Catlins was fantastic and now she hoped all parties - local government, tourism operators, roading authorities and others - could work together on developing a consistent approach to signage on the Southern Scenic Route.
"There is a lot of talk happening about that right now. It will happen but we need to get everyone in the same room talking about it."
