- Southern region awarded $350,000 from Government to support off-peak tourism growth.
- Initiative targets Australian travellers with focus on local culture, nature and unique experiences.
- Local businesses and tourism operators expected to benefit from increased international visitors.
A $350,000 funding boost is on its way to the lower South Island to support a campaign aimed at attracting more Australian visitors. The funding comes from the Government’s Regional Tourism Boost Fund and has been welcomed by Invercargill MP Penny Simmonds.
“Tourism has consistently presented a golden opportunity for diversifying Southland's economy, with this funding support allowing further opportunities to promote our province and the Southern region across the Tasman,” said Simmonds.
She said the region’s natural beauty, popular events and strong hospitality culture make it a key tourism destination.
“This funding will benefit local restaurants, cafés and bars, accommodation providers and tourism operators by attracting more international visitors here,” she said.
The funding has been granted to “The Southern Way” – a joint initiative involving eight Regional Tourism Organisations across Otago and Southland, and led by Great South in Invercargill.
“It involves Southland, Fiordland, Queenstown, Wānaka, Clutha, Central Otago, Dunedin and Waitaki, and is dedicated to promoting the unique stories, culture, and experiences of the Southern region,” said Simmonds.
The project targets Free and Independent Travellers from Australia and will offer suggested itineraries through the Southern Way platform. The aim is to encourage off-peak travel outside the winter ski season.
Key highlights specific to Southland include the Southern Scenic Route, Purakaunui Falls, Curio Bay, and major Invercargill attractions like Bill Richardson Transport World, Classic Motorcycle Mecca and Queens Park. It also includes Fiordland’s well-known destinations such as Milford Sound, Doubtful Sound and Te Anau’s Glow Worm Caves.
The campaign is expected to run from late April to July 2025.