Great South Receives $393,000 to Promote the Southern Way to International Visitors

The lower South Island is set to shine on the global tourism stage after Great South received $393,000 to launch a new international campaign showcasing the Southern Way. Tourism and Hospitality Minister Louise Upston says the investment will help attract more visitors to the region’s wild landscapes, rich flavours, and warm southern hospitality.

The campaign aims to build stronger links with Australian travellers, especially those from the Gold Coast, and encourage them to explore a unique journey through Fiordland, the Catlins, and Dunedin.

A New Push for the Southern Way

The funding comes from the Regional Tourism Boost Fund (Round 2), part of the Government’s wider $70 million tourism and major events package. The initiative supports regions wanting to bring more international visitors to travel, stay, and dine across New Zealand.

Great South will work with local partners to promote itineraries, regional events, and the genuine southern hospitality that defines the lower South Island.

Minister Upston says the collaboration is a strong step forward for regional tourism.

“I’m delighted to see Great South and its partners working together to highlight the unique experiences of the lower South Island,” she says.
“This campaign will help the region reach new audiences and invite visitors to discover the wild beauty, rich flavours and warm hospitality that make the south so special.”

What Travellers Can Expect

The Southern Way journey highlights iconic destinations and experiences, including:

• Milford Sound and the dramatic Fiordland landscape
• The Catlins with its wild coastline and natural wonders
• Dunedin, known for culture, wildlife, and vibrant city life

These locations are recognised internationally for their breathtaking scenery and warm community-driven tourism.

Targeting Australian Travellers

The campaign focuses on attracting visitors from Australia’s eastern seaboard, particularly the Gold Coast. Great South aims to promote themed itineraries that encourage longer stays and wider exploration of the region.

The initiative also expands on earlier government support by including more hospitality-focused offerings to enhance visitor experiences.

Minister Upston says the campaign is more than a simple promotion.

“By backing the Southern Way, we are inviting visitors to experience the spirit and stories of the south.”

What Happens Next

The first four Regional Tourism Boost campaigns, including this one, will begin attracting visitors from January 2026.
A second stage of investments will be announced later this year to support tourism during the quieter April to June travel period.

WellingtonNZ and RotoruaNZ were also successful in this funding round and will launch their own regional campaigns aimed at boosting international arrivals.

Webfit News will continue to track these developments as regions gear up for the 2026 travel season.