An initiative between lower South Island airports and Regional Tourism Organisations (RTOS) which encourages people to explore the ‘deep south’ has received a funding boost of almost half a million dollars.

‘Southern Way’, which launched in 2022, encourages visitors to use airlines’ multistop booking tool to fly into Queenstown, Invercargill or Dunedin airport, rent a vehicle to explore the region, then fly out of another.

The initiative has secured funding from the Regional Tourism Boost Fund for the third time, with Minister of Tourism and Hospitality Louise Upton announcing a $496,250 boost this week.

“We’re backing the South to shine,” she said.

Destination Queenstown and Lake Wānaka Tourism CEO Mat Woods said Southern Way is “a great example of what's possible when regions work together with a shared purpose”. PHOTO: Lake Wānaka Tourism

Destination Queenstown and Lake Wānaka Tourism CEO Mat Woods told the Wānaka App that Southern Way, which is the product of a first-of-its-kind agreement, “is a great example of what's possible when regions work together with a shared purpose”. 

“Rather than competing, the lower South is presenting itself as a connected, easy-to-navigate touring region, encouraging visitors to explore more places, stay longer, and engage more deeply with local communities along the way.”

Regional dispersal is “good for visitor experience, good for businesses, and good for residents, spreading the benefits and pressures of tourism”, he said.

The funding will allow Southern Way to maintain its trans-Tasman activities and promotion - with Australians a key target market for the initiative - delivering a campaign to stimulate demand from April to the end of June 2026.

The campaign, targeting both consumer and trade channels, will include partnerships with Jetstar and TripAdvisor and supports the work of Tourism New Zealand in Australia.

The Southern Way funding is part of a $3.69M allocation from the government supporting five new initiatives across New Zealand aimed at encouraging visitation over autumn.