A new tourism campaign, “The Southern Way”, has received a major boost with $393,000 in Government support aimed at attracting more visitors to the lower South Island. Announced by Tourism and Hospitality Minister Louise Upston, the campaign will be led by regional development agency Great South, with a strong focus on drawing Australian tourists, particularly from the Gold Coast.
Invercargill MP Penny Simmonds welcomed the funding, saying it would not only promote the region's natural beauty and events, but also help grow the local economy and support jobs.
“The ‘Southern Way’ campaign, spearheaded by Great South, will encourage Australians, especially those from the Gold Coast, to explore the lower South Island and its unique landscapes, events and Southern hospitality,” said Simmonds.
“Tourism has consistently presented a great opportunity for diversifying Southland's economy, with this funding allowing more opportunities to promote our province, and the wider Southern region, alongside helping create jobs and lift wages.”
This is the second round of funding Southland has received under the Regional Tourism Boost, following an earlier $350,000 grant for a campaign that ran from April to July 2025.
Simmonds added, “It means the region can highlight special itineraries and accommodation, promote the great events that we have happening in the South and highlight our wonderful local hospitality.”
Tourism Minister Louise Upston said the investment would help broaden international awareness of the South’s distinct appeal.
“I’m delighted to see Great South and its partners working together to highlight the unique experiences of the lower South Island and help build lasting connections with international travellers,” she said.
“This investment will help the region reach new audiences and invite more visitors to discover the wild beauty, rich flavours, and warm hospitality that make the south so special.”
The campaign will showcase major attractions from Milford Sound and the Catlins to Dunedin, highlighting itineraries, events and hospitality experiences. The funding is part of the Government’s $70 million Major Events and Tourism Package and expands earlier campaigns to now include hospitality elements.
“By backing the Southern Way, we’re not just promoting a destination, we’re inviting visitors to experience the spirit and stories of the south,” Upston said.