Discover the Southern Way: $393K Campaign to Showcase Authentic Hospitality in Lower South Island

Tourism and Hospitality Minister Louise Upston announced that Great South will receive $393,000 to launch a campaign promoting the Southern Way and the region's hospitality to international visitors. The investment aims to showcase the lower South Island's unique experiences, wild beauty, rich flavors, and warm hospitality to new audiences. Led by Great South and regional partners, the campaign will target Australian travelers, particularly those from the Gold Coast, encouraging them to explore iconic destinations like Milford Sound, the Catlins coastline, and Dunedin, while highlighting the region's local events and genuine southern hospitality.