Great South has confirmed the permanent appointment of Mark Frood as general manager for Tourism and Events, based in Te Anau.

Frood is no stranger to the role, having held the position on a fixed term for the last two years.

He has previously run his own tourism and trade consultancy company, as well as being an international market development manager for Auckland Airport and general manager for Tourism New Zealand's Asia Markets.

Frood and his wife Annabel will base themselves in Te Anau, a place he said he knew well and loved.

The Fiordland town was a good place to grow Murihiku as a region to travel around, Frood said, although he still plans to spend a couple of days each week in Invercargill.

Increasing visitor flows throughout Murihiku Southland by continuing efforts to make Te Anau a destination, and Invercargill - and its airport - a hub, remain a priority for Frood.

"The market is pretty much starting to head towards more of the things that we offer."

"We've got plenty of walking and the more natural environment side of things, and food, and all those great things," he said.

"And we've got growing infrastructure across the region [including] new hotels in Invercargill." 

Southland's challenge was to attract more people in off-peak times, however there was opportunity with the development of the region's events programmes and business events, including meetings, conferences and incentives, he said.