Southern Way campaign finalist in 2025 New Zealand Tourism Awards
At the heart of the nomination is the ‘One Trip to See It All’ campaign, run in partnership with Air New Zealand and the Southern Airport Alliance (Dunedin, Queenstown, and Invercargill Airports).
Southern Way’s regional collaboration campaign has been recognised as a finalist in the 2025 New Zealand Tourism Awards, highlighting the power of unity and innovation in destination marketing.
The macro-regional alliance, which brings together eight Regional Tourism Organisations (RTOs) from the lower South Island, has been named a finalist in the Industry Collaboration Award category. The recognition celebrates the strength of partnerships across Otago and Southland and their ability to promote the South as a must-visit destination.
At the heart of the nomination is the ‘One Trip to See It All’ campaign, run in partnership with Air New Zealand and the Southern Airport Alliance (Dunedin, Queenstown, and Invercargill Airports). The initiative encouraged travellers to experience multistop journeys through the South, flying into one destination and out of another.
Running from July to August 2024, the campaign successfully drove visitation and highlighted the diversity of the South Island, from iconic landscapes to vibrant regional centres.
Mat Woods, Chief Executive of Destination Queenstown, said the nomination demonstrates the impact of collective vision:
“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 revealed at a gala dinner on October 29.
For more information on the Southern Way initiative and its regional experiences, visit southernway.co.nz.
