Dunedin, Friday 14 November 2025 – The delights of southern New Zealand will be further highlighted to the estimated 2.2 million potential visitors from Australia’s Gold Coast regions in coming weeks. The Southern Way (a collaborative group comprised of eight Regional Tourism Organisations and three airports) were today confirmed as successful recipients of funding from the stage one bid in the second round of Ministry of Business, Innovation and Employment (MBIE)’s Regional Tourism Boost (RTB) funding. 

Minister of Tourism and Hospitality, Hon Louise Upston was in the city today where she announced the Stage One funding allocations in the second round of the RTB funding. Enjoying the upgraded lounge facilities at Dunedin International Airport, Minister Upston announced $5.9M investment to three Regional Tourism Organisations for four campaigns with the Southern Way receiving $393,500.

Southern Way spokesperson, Mark Frood GM Tourism and Events, Great South, is extremely pleased at the announcement. “It is fantastic for Southern Way to receive this funding which provides a significant boost for its work. Southern New Zealand is a compelling and diverse destination encouraging visitors to slow down and explore. It is a privilege to be able to amplify our efforts in promoting the unique stories, authentic local flavours, culture, and experiences of the southern regions of New Zealand to our neighbours across the Tasman.

“With this funding, Southern Way’s campaign will focus on increasing Gold Coast visitation and spend during January – March 2026 with Jetstar’s direct services three times a week into Dunedin and five times a week into Queenstown. Our focus on the ‘Tastes of the Southern Way’ with the support of the Restaurant Association will boost awareness of the diversity and quality of our hospitality and produce. This integrated approach, including partnerships with Jetstar and TripAdvisor, directly supports and reinforces Tourism New Zealand's work in Australia.”

 The Southern Way, launched in 2022, is a collaboration of eight Regional Tourism Organisations (RTOs) across Otago and Southland — Dunedin, Waitaki, Wānaka, Clutha, Central Otago, Queenstown, Fiordland, and Southland and the three airports of the Southern Airport Alliance (SAA) – Dunedin, Queenstown and Invercargill.

Southern Way was recognised at the recent NZ Airports Association awards winning the Commercial Initiative of the Year for its ‘One Trip To See It All’ campaign which promoted open-jaw, multi-destination travel to encourage regional dispersal and inspire exploration of Otago and Southland. The judges called it a pioneering model of regional cooperation with long-term benefits for connectivity and economic growth.

Stage Two of MBIE’s Regional Tourism Boost funding is currently being considered and Southern Way is hopeful that the decisions to be announced in December will enable it to continue its trans-Tasman campaign delivering tourism and hospitality packages to stimulate extra demand throughout the off-peak tourism seasons through 2026.