News
Cruise tourism continues to inject significant value into Southland’s economy, with the 2024/2025 season generating $15.8 million in visitor spend across the region. New national data from the Value of Cruise Tourism 2024/25 Economic Impact Assessment shows Fiordland led the way with $11.3 million, followed by Bluff at $2.7 million and Stewart Island at $1.8 million.
Building on this momentum, the 2025/2026 cruise season will include 13 port calls in Bluff and 14 in Stewart Island, bringing an estimated 9,000 guests and 5,000 crew members to the region.
To prepare for continued growth, more than 40 industry representatives, tourism operators, and community leaders came together this week for the Cruise Murihiku meeting, hosted by Great South.
Great South Chief Executive Chami Abeysinghe said, “Cruise delivers real economic value for Southland, and as the region’s development agency it’s our role to ensure we’re working collectively to maximise those benefits.”
She added, “Bringing partners together through the hui allows us to build a shared understanding of what’s needed, strengthen regional capability and make sure we’re creating visitor experiences that truly reflect the identity and aspirations of our region.”
The meeting explored ways to grow the region’s economic, cultural and social value from cruise tourism while making sure benefits are widely shared. Speakers included experts from the NZ Cruise Association, ID New Zealand, Great South, South Port and the Bluff Motupōhue Tourism Master Plan.
Jacqui Lloyd, CEO of the NZ Cruise Association, said, “Globally we’re seeing growing demand for immersive, authentic experiences, something Southland excels at. There are exciting opportunities here, particularly with smaller expedition and boutique vessels looking for distinctive destinations.”
She praised the unity shown at the meeting, adding, “Cruise lines value destinations that are well organised, welcoming and able to offer memorable, meaningful experiences. Southland has all the ingredients and the collaborative spirit shown at the hui is a real strength as the region positions itself for future growth.”
Collaboration emerged as a key theme, with speakers agreeing that successful cruise growth depends on strong partnerships between tourism operators, communities, ports, councils and industry stakeholders.
South Port is now exploring ways to improve the visitor experience in response to growing ship numbers and higher guest expectations.
Following the meeting, Great South will continue to support the sector by promoting Southland as a must-visit cruise destination, encouraging the development of distinctive visitor experiences, and strengthening industry connections.