The "Southern Way", a southern tourism campaign aimed at linking the south's touring routes, has been given a $393,000 boost in funds from the government.

The campaign and associated website were launched by eight of the south's tourism agencies, from Waitaki to Southland, in May 2023 with the hope that visitors would slow down and better explore the southern regions.

Invercargill MP Penny Simmonds said the projects latest government funding would attract more visitors to Southland, support jobs and boost the region’s economy.

“The “Southern Way” campaign, spearheaded by Great South, will encourage Australians, especially those from the Gold Coast, to explore the lower South Island and its unique landscapes, events and Southern hospitality."

“Tourism has consistently presented a great opportunity for diversifying Southland's economy, with this funding allowing more opportunities to promote our province, and the wider Southern region, alongside helping create jobs and lift wages."

“This $393,000 package is the second round of funding to come South, from the Government, with the Southern region receiving $350,000 in the first Regional Tourism Boost, for a campaign which ran from late April to July 2025."

“It means the region can highlight special itineraries and accommodation, promote the great events that we have happening in the South and highlight our wonderful local hospitality."

“The tourism sector brings substantial income to our region, and this funding will benefit local restaurants, cafés and bars, accommodation providers and tourism operators."

“Tourism has consistently been one of this country’s biggest exports and is vital in growing our economy – that’s why National is focussed on boosting tourism and attracting more visitors here."

“I’m delighted that our region has secured more tourism funding from Government."

“It’s a testament to the strength of the tourism sector in the South and the hard-working people who turn up every day to make a visit to this province an enjoyable and memorable one.”