Southern Way, a regional tourism partnership spanning the lower South Island, has been named a finalist in the 2025 New Zealand Tourism Awards.

Launched in May 2023, the campaign - One Trip to See It All, was developed in collaboration with Air New Zealand and is shortlisted for the Tourism Collaboration Award.

Great South General Manager Tourism and Events, Mark Frood, said the recognition was a milestone for the region.

“This nomination highlights what we can achieve when we work together with a shared vision.”

“Southern Way shows the power of collaboration, from airports to tourism organisations, in creating experiences that benefit visitors and communities across the South.”

Award judges praised the initiative’s coordination across a high-demand tourism region and its emphasis on sustainable travel, regional dispersal, and long-term planning.

Frood also paid tribute to the late Graham Budd, former Chief Executive of Great South.

“Graham’s vision and leadership helped shape the foundations of Southern Way and this recognition is a reflection of his enduring influence on tourism in our region.”

Southern Way unites Tourism Waitaki, Enterprise Dunedin, Tourism Central Otago, Clutha Development, Visit Southland, Visit Fiordland, Destination Queenstown, and Lake Wānaka Tourism, alongside the Southern Airport Alliance.

Its mission is to promote low-impact travel and increase regional awareness across domestic and short-haul markets.

Winners of the 2025 New Zealand Tourism Awards will be announced later this year.