A new initiative designed to showcase the attractions of the South Island’s southern regions to tourists launched online last week (Tuesday May 9).

The ‘Southern Way’ website aims to inspire visitors to slow down, explore further and stay longer in the southern destinations by sharing places of interest and a range of travel itineraries and experiences.

Visit the website here.

The $240K project is the result of a collaboration by eight southern Regional Tourism Organisations (RTOs) including Lake Wānaka Tourism and Destination Queenstown.

It was funded by the Ministry of Business, Innovation and Enterprise (MBIE) and managed by Great South.

“We were tasked with taking a new approach towards inspiring visitors' travel patterns and it is exciting to see this project finally come to life,” Great South tourism general manager Mark Frood said.

“We are proud to bring our regions together to offer truly awe-inspiring experiences for our visitors.”

He said Southern Way was informed by the RTOS’ destination management plans, which encouraged a slower, more sustainable tourism experience.

Destination Queenstown and Lake Wānaka Tourism unveiled their destination management plan earlier this year.

Destination Queenstown managing director Sarah O’Donnell said Southern Way aligned with many of the district’s destination management plan’s goals.

“Visitors don’t see local boundaries and encouraging people to move around between our regions, travel slowly, engage with our communities and explore further is another step towards our collective goal of welcoming a high-contributing and more sustainable visitor market,” she said.

The project is the brainchild of the late Graham Budd (previously the CEO of Destination Queenstown) who initiated the proposal for the project, having had a long-held wish for regions to work more closely together.

“It is a proud day for our combined regions to see Graham’s wishes come to life through this project,” Mark said. 

PHOTO: Southern Way