A tourism initiative showcasing the attractions of the South Island’s southern regions has been selected as a finalist in the New Zealand Tourism Awards 2025, under the Industry Collaboration Award category.

Southern Way represents an alliance of eight regional tourism organisations (RTOs), including Lake Wānaka Tourism and Destination Queenstown.

Its ‘One Trip to See It All’ campaign, delivered in partnership with Air New Zealand and the Southern Airport Alliance, promoted multistop travel by encouraging North Island residents to fly into one Southern Way destination, explore the region, and fly out from another.

Running from July to August 2024, the campaign generated impressive results and drove travel performance, Destination Queenstown and Lake Wānaka Tourism chief executive Mat Woods said.

It also inspired travellers to travel more slowly and sustainably.

Destination Queenstown and Lake Wānaka Tourism chief executive Mat Woods. PHOTO: Lake Wānaka Tourism

Mat said being recognised as a finalist in the New Zealand Tourism Awards 2025 was a testament to RTOs uniting under a shared purpose.

“We’re proud to work together as a macro-region, amplifying our collective voice and showcasing the South’s extraordinary offerings,” he said. 

“This nomination reflects the strength of our partnership and the bold direction we’re heading as a united lower South Island.”

The judges commended Southern Way on coordinating multiple partners across a high-demand tourism region and demonstrating a sophisticated approach to collaboration and visitor management. 

The winners of the 2025 New Zealand Tourism Awards will be announced at the gala dinner on October 29.

Learn more about Southern Way here.

PHOTO: Southern Way