Tourism and Hospitality Minister Louise Upston has announced a campaign focused on the lower South Island.
“We’re backing the South to shine,” she said.
The campaign is set to run from April through June.
The Southern Way campaign is allocated $459,250 from the Regional Tourism Boost Fund’s second stage to build on its first campaign’s success.
Stage one, announced last November, funded four campaigns to promote travel starting January 2026, with a total of $5.9 million—including $393,500 for the Southern Way.
“This campaign is about sharing what makes the South truly special — Oamaru’s iconic cheese, Central Otago wines, wilderness walks in the West Coast and Dunedin’s vibrant arts scene,” Upston said.
The campaign unites Great South, Tourism Waitaki, Enterprise Dunedin, Clutha Development, Tourism Central Otago, Destination Queenstown, and Lake Wanaka Tourism.
“By joining forces, these organisations are showcasing the very best of the South and delivering real benefits for local communities,” Upston explained.
The campaign encourages visitors to seize time-limited travel and accommodation deals while introducing new themed itineraries and bookable packages.
A few days ago, Upston also announced that Canterbury and West Coast tourism organisations will receive $1 million to launch the “Discover Different” campaign, spotlighting the region’s premier autumn attractions.
“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.”