When it comes to tourism, momentum matters. So does timing. And New Zealand’s lower South Island has just been handed both, with a well-timed $459,250 injection to supercharge the Southern Way tourism campaign aimed squarely at Australian travellers.
Announced by Tourism and Hospitality Minister Hon Louise Upston, the funding forms part of a $3.69 million allocation from Round 2 of the Regional Tourism Boost Fund, backing five initiatives nationwide to drive visitation between April and June 2026, traditionally a softer shoulder season that’s now firmly in the crosshairs.
“We’re backing the South to shine,” Minister Upston said.
“With direct flights from the Gold Coast into both Dunedin and Queenstown, it’s never been easier for Australians to explore everything the lower South Island has to offer.
“This campaign is about sharing what makes the South truly special: Bluff oysters, Central Otago vines, Fiordland hikes, and Dunedin’s vibrant arts scene.
“Even when it’s crisp outside, our southern hospitality is always warm. By working together, we’re showing the world there’s nowhere quite like the lower South, and we’re proud to welcome visitors to experience it for themselves.”
It’s a confident statement and one backed by numbers, access and collaboration.
The Southern Way campaign, launched in 2022, is a rare example of regional tourism unity done properly. Eight Regional Tourism Organisations, Dunedin, Waitaki, Wānaka, Clutha, Central Otago, Queenstown, Fiordland and Southland, have joined forces alongside the Southern Airport Alliance, covering Dunedin, Queenstown and Invercargill airports. The result is a joined-up story that sells the South as a complete experience rather than a patchwork of competing destinations.
For Mark Frood, General Manager of Tourism and Events at Great South, the funding marks another vote of confidence.
“We are thrilled that Southern Way has secured Regional Tourism Boost funding for a third time,” Frood said. “It is a privilege to enhance our efforts in showcasing the region’s unique stories, authentic local flavours, rich culture, and extraordinary experiences to our neighbours across the Tasman.”
That “third time” matters. Repeat funding suggests not just a good idea, but a proven one.
Anthony Longman, Chair of Southern Way and Head of Destination at Tourism Central Otago, sees the announcement as validation of the partnership model.
“This is fantastic recognition of the successful collaboration among Southern Way partners,” Longman said. “We’ve demonstrated that there is strength in unity when it comes to supporting regional dispersal and increasing awareness of the diverse offerings in the lower South.
“This funding will allow Southern Way to maintain its trans-Tasman activities, delivering a multi-channel campaign to stimulate demand from April to the end of June 2026.”
Air access, of course, underpins everything, and that’s where the Gold Coast connection becomes critical.
Daniel De Bono, CEO of Dunedin Airport, said the funding highlights how aviation and tourism can work hand-in-hand.
“To receive this significant funding shows great support from government, highlighting the success of the regions working together to market to the Gold Coast and supporting the direct flights,” De Bono said. “With Jetstar adding a fourth weekly service on a Monday between Dunedin and the Gold Coast from March, it creates even more opportunities for trans-Tasman travel.”
The expanded flight schedule strengthens what is already a compelling proposition for Australians seeking cooler climates, uncrowded landscapes and experiences that feel grounded, genuine and refreshingly unforced.
The campaign itself will run across both consumer and trade channels, supported by partnerships with Tripadvisor and airline marketing activity, complementing Tourism New Zealand’s broader work in Australia.
Importantly, this latest allocation pushes total Regional Tourism Boost funding for Southern Way activity beyond $1.2 million, a clear signal that the government sees regional dispersal not as a slogan, but as a strategy.
For Australian travellers, the message is equally clear. The lower South Island isn’t asking to be discovered anymore. It’s confidently stepping forward, glass of Central Otago pinot in hand and inviting Australia to come south and stay a little longer.
