Canterbury and West Coast regional tourism bodies will get $1 million to kick off the “Discover Different” campaign, highlighting the region’s top autumn attractions.
“This campaign builds on the success of this year’s ‘Winter Different’ initiative and now extends the invitation to Australians to experience everything the regions have to offer during the cooler months,” Tourism and Hospitality Minister Louise Upston said.
“This investment is about celebrating what Kiwis already know: Canterbury and the West Coast are places of immense beauty – where you can enjoy the alpine vistas of Aoraki Mount Cook, whale watch in Kaikoura, enjoy a hot pool in Hanmer, discover Christchurch’s vibrant laneways, or experience the wild rainforests and rugged beaches of the West Coast.”
“New Zealand’s food and drink scene is first class, and the West Coast and Canterbury is no different– think whitebait fritters, artisan cheeses, and a tasting flight from one of the region’s award-winning distilleries, craft breweries, or wineries. There’s a flavour to suit every palate.”
Upston said the campaigns will boost local businesses and highlight what makes Canterbury and the West Coast unique for visitors.
“Discover Different” is being rolled out via a regional partnership spearheaded by ChristchurchNZ, in collaboration with Destination Kaikōura, Visit Hurunui, Venture Timaru, Mackenzie Tourism, and Development West Coast.
These organisations are teaming up to develop new travel deals, themed itineraries, and bookable packages, making it simpler for visitors, especially Australians, to enjoy the region’s highlights.
The campaign is one of five projects backed in the latest Regional Tourism Boost funding round, totalling $3.69 million to draw more international visitors to regional New Zealand over autumn and early winter 2026.