Central Otago tourism leaders are welcoming fresh government funding to help attract Australian visitors during the off-season as part of a wider lower South Island marketing push.  

Central Otago is included in the Southern Way tourism partnership, which has secured $459,250 from the second round of the government’s Regional Tourism Boost Fund.  

The funding will support an Australian-facing campaign encouraging travel to the lower South Island, including Central Otago, between April and June 2026. 

Southern Way chair and Tourism Central Otago head of destination Anthony Longman said the funding recognised the value of regional collaboration. 

“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,” he said.

He said the funding would allow Southern Way to continue marketing activities across the ditch to maintain a strong trans-Tasman presence during the traditionally quieter months. 

The Southern Way partnership has previously gained national recognition, with its ‘One Trip to See It All’ campaign named a finalist in the 2025 New Zealand Tourism Awards. 

That campaign encouraged visitors to fly into one southern airport and depart from another, increasing the likelihood of travel through multiple regions, including Central Otago. 

Tourism and hospitality minister Louise Upston announced the latest funding on Thursday, describing it as part of a broader effort to grow visitation outside the peak summer season. 

“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,” she said. 

The Southern Way campaign promotes destinations and attractions across Otago and Southland, including Central Otago’s food and wine offerings.

It is the third time the campaign partners have secured support from the Regional Tourism Boost Fund. 

The latest allocation brings total government funding for Southern Way promotional activity to more than $1.2M since the campaign launched in 2022. 

Southern Way is a partnership between eight regional tourism organisations, along with Dunedin, Queenstown and Invercargill airports.

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