Source: Southern Way
Celebrating Regional Unity and Marketing Innovation – Queenstown, NZ (8 September 2025) Southern Way is proud to celebrate its selection as a finalist in the prestigious New Zealand Tourism Awards 2025, under the Industry Collaboration Award category. This recognition celebrates the power of collective vision and the strength of regional partnerships in shaping the future of tourism across Aotearoa, New Zealand.
Southern Way represents a macro-regional alliance of eight Regional Tourism Organisations (RTOs) spanning the lower South Island – from Waitaki to Stewart Island, Central Otago to our smallest region Clutha, to Southland and everywhere in between. This collaboration showcases the diversity and richness of the South, inviting travellers to explore iconic landscapes, vibrant cities, and authentic local experiences.
At the heart of this achievement is the ‘One Trip to See It All’ campaign, delivered in partnership with Air New Zealand and the Southern Airport Alliance (Dunedin, Queenstown, and Invercargill Airports). The campaign promoted open-jaw and multistop travel, 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.
Mat Woods, Chief Executive of Destination Queenstown, said that being recognised as a finalist in the awards was a testament to what can be achieved when regions unite 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. Air New Zealand’s support was instrumental in bringing this vision to life, alongside the amazing backing of our Southern Airports Alliance. This nomination reflects the strength of our partnership and the bold direction we’re heading as a united lower South Island.”
Mark Frood, GM Tourism & Events at Great South added: “The Southern Way is more than a campaign—it’s a movement that proves collaboration is our greatest asset. Together, we’re building a resilient, future-focused visitor economy that celebrates the richness of our landscapes, communities, and shared ambition.”
The winners of the 2025 New Zealand Tourism Awards will be announced at the Gala Dinner on Wednesday, 29 October. For more information about Southern Way and its regional experiences, visit Southern Way’s official website: https://southernway.nz
About the Southern Way
The Southern Way is a collective of the eight Regional Tourism Organisations (RTOs) in the lower South Island, including Dunedin, Waitaki, Wānaka, Clutha, Central Otago, Queenstown, Fiordland, and Southland. The Southern Way collective works together to further the reputation of the lower South and undertake promotional activity. It has developed a regional brand proposition that unites Otago and Southland around a shared identity and presenting a cohesive and diverse visitor offering.
